摘要
差异化的营销策略是旅游地增强竞争力、扩展生存与发展空间的有效手段和途径,公益营销已经在国外盛行多年,并取得了一系列传统营销手段难以企及的效果。公益营销较少为旅游学界所关注和运用。本文在对公益营销相关概念及特征进行阐述的基础上,对公益营销之于旅游地的意义与价值、实施路径等问题进行系统剖析,以论证公益营销将是旅游地在旅游市场"红海"竞争中"抢滩"的有效策略,也为处于生存强压下的旅游地提供些许的营销启示。
Differentiated marketing strategy is an effective measure and approach for tourism destinations to enhance competitiveness and development strength. Cause-related marketing has been popular in foreign countries for many years and achieved outstanding and marvelous effects compared with traditional marketing strategies. However, it has been rarely introduced and applied in the tourism field. This article explains the notions and characteristics of cause-related marketing strategy, illustrates the significance, values and implementing pathways for a tourist destination to demonstrate that cause-related marketing is an effective tactic to be competitive in the fierce competition. It aims at offering some marketing inspirations for the tourism destinations.
出处
《北京第二外国语学院学报》
2013年第3期66-72,共7页
Journal of Beijing International Studies University
基金
国家社科基金(07XJY030)
云南省"旅游产业发展"研究基地
云南师范大学重大人文社科项目资助
关键词
旅游地
公益营销
可行性
意义
路径
tourism
canse-relatedmarketing
feasibility
significance
pathway
