海峡旅游共同市场营销模式与创意研究_曾艳芳.pdfVIP

2010 6 () No. 6, 20 10 115 JOURNAL OF HARB IN UNIVERSITY OF COMMERCE Seri l No. 115 [] 1 1 2 , , ( 1. , 350007; 2. , 351100) [ ] 海峡旅游共同市场是在特殊的历史政治背景下, 在/ 一国两制0制度框架的指导下, 以海峡两岸 的/ 五缘0优势为链接, 实现海峡西岸(福建省) 与海峡东岸(台湾省)的旅游对接, 其特殊性和新颖性决定了其 营销模式必须有别于传统, 可以从政府整合营销企业体验营销旅游者口碑营销工作人员营销和创新营销 式五 个 面构建海峡旅游共同市场/ 五星0营销模型 [] 海峡旅游; 共同市场; 营销 [] F592. 3 [ ] A [ ] 167 1- 7112( 2010) 06- 0 100- 05 R esea rch on M a rk eting of S trait Tourism Comm on M ark et 1 1 2 ZENG Y n- f ng , ZHENG Y o- x ing , CHEN Ch o ( 1. College of T ourism, Fuji n Norm lUniversity, Fuzhou 350007, Chin ; 2. T ourism Dep rtm ent, Puti n College, Puti n 351100, Ch in ) A bs tract: Str it tourism comm on m rket is constructed in the un ique h istoric l nd politic l context, under the gu id nce of / one country two sys- tem s0. T k ing dv nt ge of th e/ five rel tion sh ip0 culture, it mi s t connecting the w est side of the Str it ( Fuji n) tourism m rketw ith th t of th e e st side ( T iw n) . Th e un iquen ess nd novelty of the Str it tourism comm onm rket determ ine itsm rketing m odelmu st be different from the tr- dition .l The p p er puts forw rd/ five- st r0 m rketing model from th e point of view of integr tedm rketing from the Governm ent, experien cem r- keting from enterprises, w ord ofm outh m rketing form tourists, st ffm rk eting, nd innov ting m rketing m e ns. K ey word s: Str it tourism; comm onm rket; m rketing , , , , , ,