| 基于STP理论的旅游商品品牌营销问题研究——以济南市泉水景区为例 |
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| 引用本文： | 杜岩,张辉.基于STP理论的旅游商品品牌营销问题研究——以济南市泉水景区为例[J].技术与创新管理,2014(3):233-236. |
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| 作者姓名： | 杜岩 张辉 |
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| 作者单位： | 山东财经大学工商管理学院,山东济南250014 |
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| 摘 要： | 济南市泉水景区旅游资源丰富,然而旅游商品缺少品牌、同质化现象严重,导致景区旅游购物消费不足。为解决泉水景区存在的上述问题,并且为同类景区提供参考性建议,利用STP理论方法,对济南市泉水景区旅游商品市场进行了重新细分、选择和定位。旅游商品品牌营销策略是解决泉水景区旅游商品现存问题的首要途径。
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| 关 键 词： | 旅游商品 品牌营销 STP 泉水景区 |
Research on Brand Marketing Problems of Tourism Commodities Based on the STP Theory--A Case Study of Jinan Spring-scenic Area |
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| DU Yan,ZHANG Hui.Research on Brand Marketing Problems of Tourism Commodities Based on the STP Theory--A Case Study of Jinan Spring-scenic Area[J].Technology and Innovation Management,2014(3):233-236. |
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| Authors: | DU Yan ZHANG Hui |
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| Institution: | (School of Business Administration, Shandong University of Finance and Economics, Ji＇nan 250014, China) |
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| Abstract: | The tourism resources in Ji＇ nan spring-scenic area are abundant while such problems as lack of tourist commodi-ties brands and homogenization are very serious, which have led to the shortage of tourism shopping-consumption. This paperaimed to solve these problems existing in spring-scenic area and provided references for similar scenic spots by way of seg-menting, targeting and positioning the market of spring-scenic area tourism commodities based on the STP theory and drewthe conclusion that brand marketing strategy of tourism commodities is the most important way to solve the existing problemsof tourism commodities in spring-scenic area. |
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| Keywords: | tourism commodities brand marketing STP spring-scenic area |
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