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2008年以来,为了减少国际金融危机对国内旅游的负面影响,国家相关部门提出了一系列有利于国内旅游发展的政策,这不仅促进了国内旅游的恢复发展,更使城市郊区逐渐成为旅游者活动的热点区域。就青岛市而言,城郊旅游产品的开发已初具规模,逐渐被广大消费者所接受,但在产品营销方面还存在一系列问题,如品牌意识淡薄、销售渠道单一、忽略产品售后服务等。论文主要以营销学的4Ps理论为基础,分析了如何进一步完善青岛市城郊旅游产品的营销策略。
Since 2008, in order to reduce the negative impact of the international financial crisis on domestic tourism, relevant departments of the state have put forward a series of policies conducive to the development of domestic tourism, which not only promote the recovery and development of domestic tourism but also gradually make urban suburbs become tourists’ activities Hot area. In terms of Qingdao City, the development of outskirts tourism products has begun to take shape and is gradually accepted by consumers. However, there are still a series of problems in product marketing, such as weak brand awareness, single sales channel and neglected after-sales service. Based on the 4Ps theory of marketing, the thesis analyzes how to further improve the marketing strategy of outskirts tourism products in Qingdao.