摘要
近年来,旅游产品质量投诉问题作为业界热点而持续升温,困扰着旅行社业。究其原因,从表象来看,旅行社业竞争加剧导致的产品同质化竞争,引起了价格战,使旅游产品质量下降。深层次的原因在于随着中国步入信息化社会及消费者的日益成熟,传统的旅行社业服务模式已无法满足以顾客为导向的营销理念的需要。因此,要全方位变革旅行社业服务模式,将信息技术导入旅游产品的开发设计、建立适应市场经济特征的垂直分层的营销体系,以战略眼光创建客户关系管理系统。
In recent years, the complaints about the quality of tourism product as the industry hot spots am continuing to rise , which trouble many travel agencies. The reason, in appearance, is travel agencies intensified competition led to the homogenization of compet- itive products and caused the price war which decline the quality of tourism products. Deep - seated reason is that, with China into the information society and consumers increasingly mature, the traditional mode of travel agency services have been unable to meet customer - oriented marketing idea needs. Therefore, in order to change all the travel agencies service pattern, information technology should be introduced into the development and design of tourism products , the vertical layered marketing system should be built to adapt to the market economic characteristics and to create customer relationship management system in a strategic vision.
出处
《黑龙江对外经贸》
2008年第7期110-111,共2页
Heilongjiang Foreign Economic Relations and Trade
关键词
旅行社业
产品开发
营销体系
客户关系管理
模式创新
travel agents
product development, marketing system
customer relationship management
model innovation
