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关键字:营销策略、服务营销 7PS 理论、温泉度假村、市场细分III
Table of Contents
Abstract .. I
摘要...II
Table of Contents .........III
目 录..VI
List of Tables.VIII
表目录..IX
List of Figures ...X
图目录..XI
Chapter 1 Introduction ...1
1.1 The Background of Hot Spring Tourism..........1
1.1.1 Internet plus brings the Hot Spring Industry New Formats...1
1.1.2 The Profit of Hot Spring Industry Tends to Inferior .....2
1.1.3 New Related Policy Supports Hot Spring Industry Development........2
1.1.4 The Development of Economy .3
1.1.5 Tourism Consumer Attitudes is Changing ........4
1.2 Study Objectives and Study Methods ..5
1.2.1 Study Objectives ...........5
1.2.2 Study Methods ..5
1.3 The Structure of the Study .......7
Chapter 2 Literature Review......8
2.1 Development Overview of Tourism Marketing ...........8
2.2 Service Marketing Theory of 7PS........9
2.3 Domestic Tourism Marketing Review ...........11
Chapter 3 Case Study...17
3.1 Company Profile ........19
3.2 The Organization Structure and Marketing Status of P Hot Spring Resort ...20
3.2.1 The Structure of Organization.20
3.2.2 Marketing Status .........21
3.3 The Main Marketing Problems of P Hot Spring Resort.........23
Chapter 4 Case Analysis ..........24
4.1 The External and Internal Environment Analysis of P Hot Spring Resort ....24
4.1.1 Marketing External Environment Analysis.....24
4.1.2 The SWOT Analysis of P Hot Spring Resort..31IV
4.2 The Performance of Existing Problems Analysis According 7PS .....36
4.2.1 Price and Customer Experience do not match 37
4.2.2 Marketing Channels are severely Ill-balanced38
4.2.3 Ineffective Promotion .38
4.2.4 Lack of the Exploitation of Hot-spring-oriented Products .....39
4.2.5 Lack of Physical Display Characteristics .......40
4.2.6 Lack Standardization Process Control ...........41
4.2.7 People M
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