我国旅游企业口碑营销探析

中南民族大学硕士学位论文我国旅游企业口碑营销探析姓名：肖丽娜申请学位级别：硕士专业：企业管理指导教师：黄金铸20080520III,,IIIAbstractManagementconceptofthetourismenterprisesisthetourismenterprisesoperativeactivityguidingprinciple.Andalsoishowthetourismenterprisestodealwiththerelationshipbetweenenterprise,customerandthesocial.RegardlesstheWesternCountryEnterpriseorOurcountryEnterprisehaveexperiencedtheevolutionofideasfromTheproductioncenterintocustomer-centric,fromSaletoProductiontoProductiontoSale.Suchtransformationhasurgedtheword-of-mouthmarketingproduction.Asearlyasbeforethehalfcentury,theoverseasscholarpointedoutthattheoraltraditionsdisseminationistheimportantsourcesofinformationinsomefamily.ThereisafamousancientChineseproverbsaid,winesarenotafraidofdeep-alley,isthegoodexplanationofword-of-mouthmarketing.Thispaperstartfromthedefinitionofword-of-mouthtourismmarketing,andgraduallythereputationofword-of-mouthtourismmarketinganalysis,discussion,thefollowistheimplementingmanagementofword-of-mouthmarketing,andtheanalysisonitsfeasibility,thangetaconclusionthattheword-of-mouthtourismmarketingisconvenientandfeasible.Fourthstep,tourismenterprisesnewvision,withexperiencemarketingandrelationshipmarketingdraw,tourismword-of-mouthmarketingfurtheroperationofthistypeofmarketing.Thearticlefirstpartofintroduction,thestatementofthemeaningandmotivationaswellastopicsrelatedtoresearchthesituationathomeandabroad,describesthemethods,contentandinnovation.Theinnovationliesinthis:thefirsttimeasystemofword-of-tourismandestablishatheoreticalsystem.Thespontaneoustraditionalword-of-statehasnotsuitableforthedevelopmentofmodernmarketingconcepts,anewroundofword-ofenterprisesshouldbeinterestedinpromoting,marketinginternalandexternalmarketingofcombiningthestate,othermarketingandword-of-wayofcombiningthestate.Thearticleisthesecondpartofthemaintouristword-of-thetheoreticalstudyandestablishasystemofthemoderntheoryofword-of-travelsystem,toexploreitscontentsandcharacteristicsofChina'sgeneralstrengthsanduniqueadvantagesonthebasisofbuildingaword-of-tourismmodel.Thethirdpartismainlyword-of-theimplementationoftourismmanagement.Andfromtheimplementationoftheprinciple,materialmining,marketingstrategyandotheraspectsoftourismonthewordofmouthmarketingintheimplementationofkeymanagementcontent.PartIV,tourismenterprisesword-of-managementpractices.Evokedfromwordofmouthmarketing,lookingforcommunicators,thenegativereputationofthemanagementandperformanceevaluation,thestudyofChina'stourismreputationofthekeymanagementandmarketingaspects.PartV,IVtourism,word-of-theNewVision,whichistheinnovationofthispaper,word-of-apopularcombinationofexperiencemarketingandrelationshipmarketing,travelbywordofmouthmarketingandtofurtherpromotetheextensGenerally,thedisseminationoftourisminformationaretwochannels,thefirstisofficialinformationchannels,namelythroughads,brochures,salespromotionandpublicrelationsactivities.Suchtechnologieswilltravelinformationtopotentialtourists.Theotherisinformalchannelsofinformationthatisword-of-mouth,touristswillsendtheinformationtofamilymembers,friends,workmatesandthepeoplewhoyoucontacts.Therefore,asthetourismenterprisesinplanninghowtoplaythefirstchannel,alsoconsiderhowtoplaytheroleofthesecondchannel.Ofcourse,tourismenterprisesincarryingoutword-of-mouthmarketing,touristsshouldalsoseetheword-of-mouthisadouble-edgedsword,touristshavespreadtheword-of-mouthpublicityisconducivetotourismenterprisesoftheinformation,mayalsounderminethedisseminationofinformationimageoftourismenterprises.Therefore,tourismenterprisesshouldfocusonimprovingthequalityofservicesasthekeypoint,startedtocultivateloyalcustomers,developnewdesignedtomeettheneedsoftourists.Ifitisbecausetheirownreasonsforthedissatisfactioncausedbytourists,theyhavetotakeremedialmeasurestoprovidecompensatoryservices,preventthetouriststospreadofdiscontent.Asforsomespeechintendtodenigratetheenterprise,theyhavetodispersecorrectinformationtimelytopreventit.Inshort,thetourismword-of-mouthmarketingisasystematicproject,onlyalongtermeffortcanachievethedesiredresults.Tourismenterprisesintheimplementationofword-of-mouthmarketingstrategywithasmaller,lowcost,highreliabilityofinformation,easytoagreewithtouristsandotherpotentialadvantages.Thereforetourismenterprisesinthefirstchannelofinnovation,atthesametime,word-of-mouthmarketingwillbecomeanewmeansofmarketing.Keywords:Tourismenterprise;Tourismword-of-Mouthmarketing1______21700060%Kotler2000ReneeDyeDye20002Word-of-MouthEugeneWAnderson1AschBE1956BrooksJRobertCJournalofMarketing2EmanualRosen3WordofMouthEugeneWAnderson1.21[J].,32,,[].2006123Silverman,George(2001),ThePowerofWordofMouth”,DirectMarketing,64(5),47-533421545199719981996819992220200220034Psproduct,price,place,promotion4Cscustomer,cost,convenience,communication4Stern,BarbaraB.(1994),“AREVISEDCOMMUNICATIONMODELFORADVERTISING:MULIPLEDIMENSIONSOFTHESOURCE,THEMESSAGE,ANDTHERECIPIENT”,Journalofadvertising,23(2),5-165.[M].20030130454Ps4Cs676712620066157[M].20061131148310101001010004U89:128.[J].,,20066,34359.[J].,,20052,272993450%51055553125:55555=3125610.[J].200064446101112123