[旅游专业]趋优消费模式下高星级旅游饭店的联合营销

文档编号:LY023  附开题报告,任务书,文献综述,外文释文, 文档字数:8479,页数:08
摘要：面对消费者趋优消费方式的增长，消费者的购买方式和购买行为均发生了重大的变化，市场向二极分化不断加剧。在这种情况下，高星级旅游饭店面临着目标市场精准营销模糊，宣传公关效果趋弱等困境。这些正要求高星级旅游饭店实行一种能壮大旅游营销、提升品牌战略目标的“联合营销”。联合营销要求从信息、关系、舆论、形象等多角度对趋优消费模式下高星级旅游饭店开展联合营销的实施，同时也要求高星级旅游饭店在实施中遵循“资源共享”、目标一致或互补的相关原则。

Abstract：You become the face of consumer growth in trading up; consumer buying behavior and purchase have been major changes in the market to the growing differentiation of two very. In this case, the high-star tourist hotel facing a target market of fuzzy precision marketing, the plight of public relations effect of weakening. They are demanding the introduction of star tourist hotels to expand tourism marketing, brand strategy aim to enhance the "Joint Marketing." Information requested from the Joint Marketing, the relationship between public opinion and the image of many more excellent in terms of consumption patterns of high-star tourist hotel to carry out the implementation of joint marketing, as well as high-star tourist hotel in the implementation of follow "resource sharing", aim identical or related to the principle of complementarily.
关键字：趋优消费； 高星级旅游饭店； 联合营销； 营销实施
   Keyword: Trading up； high-star tourist hotel； The joint marketing； Marketing Implementation

目录
摘要 - 1 -
Abstract - 1 -
引言 - 2 -
一、趋优消费的产生及影响 - 2 -
二、趋优消费模式下高星级旅游饭店面临的困境 - 3 -
三、高星级旅游饭店联合营销出现的条件 - 4 -
四、高星级旅游饭店的联合营销竞争力分析 - 4 -
五、趋优消费模式下高星级旅游饭店联合营销的原则 - 5 -
六、趋优消费模式下高星级旅游饭店联合营销的实施 - 5 -
（一）信息在联合营销中的利用 - 5 -
（二）关系在联合营销中的维系 - 6 -
（三）舆论在联合营销中的控制 - 6 -
(四）形象在联合营销中的塑造 - 6 -
参考文献： - 8 -

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