旅游企业7Ps 服务营销策略外文文献翻译3000多字Word下载.docx

旅游企业7Ps 服务营销策略外文文献翻译3000多字Word下载.docx

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Planning,2015,33（5）:

705-715.

原文

The7psservicemarketingstrategyoftourismenterprises

CrickD

Abstract

Tourismdevelopmentasapatternofserviceindustry,servicemarketingisanewfieldofmodernmarketing,7psisthecoreofservicemarketingmixsystem.7psservicemarketingconceptcanhelptourismenterprisestounderstandthevisitors,keeptourists,provideabetterservice.Butmostofthetourismenterprisesarestillexposeddon'

tknow7psservicemarketingstrategy,thereisnoanalysisoftourismconsumersdemandcharacteristicsanddifferences,can'

tmeetthedemandofconsumers,suchastheservicelevelislow.And7psconceptcanbeappliedtotheproductstrategy,pricestrategy,channelstrategy;

personnel,tangibledemonstration,serviceprocessstrategyandphysicaldisplay,etc.TourismenterprisesonlydoagoodjobinservicemarketinginnovationandadvancingwithTheTimes,towinincompetition.

Keywords:

7ps;

Marketingmix;

Tourismenterprises1Introduction

Asthethirdindustry,tourismisaformofmodernserviceindustry;

tourismcanpromotethedevelopmentoflocaleconomy.Enteringthe21stcentury,tourismreceivedextensiveattentionofallcountriesintheworldandwewillvigorouslysupport.EveniftheservicehasquitedevelopedEuropeanandAmericancountries,however,arestillexposedsomeaspectsoftheservicelevelislow.Thedevelopmentofmoderntourismenterprises,tocustomersatisfactionandloyaltyasthecore,withanemphasisoncustomerservice,tourismcompetitionisservicecompetition,serviceasthewindowoftourismenterprises,canthroughthetourismenterpriseservicemarketingresearch,promotetheserviceleveloftourismenterprises.7pstheservicemarketingtheorytothedevelopmentofmoderntourismenterpriseserviceplaysaguidingroleandrealisticsignificance.Withthedevelopmentofnormalization,network,intelligence,basedonthenewdevelopmenttrendofmoderntourismenterprisecontent,7psservicemarketingcontainsdevelopment,alsogivesanewconnotation,7pseveryaspectaddsnewcontent.Thispaperaccordinglyputsforwardinthenewenvironment,basedontheservicemarketingstrategyof"

7ps"

newdevelopmentofthe

tourismenterprisesintheaspectofservicemarketing.27psservicemarketingoverview

Inthe1970s,thedevelopmentofserviceindustryisveryrapid,servicemarketingtheoryisbasedonthetraditionalmarketingtheoryof4ps,in1981bythecloth,andthreemorethanTurner"

P"

servicedevelopment.Servicemarketingcombinationofsevenelements,namely,7ps:

products（Product）,Price（Price）,channel（Place）（People）,Promotion（Promotion）,personnel,serviceProcess（Process）,tangibledemonstration（PhysicalEvidence）,thusformingthe7psservicemarketingcombination,makewith7psasthecoreofservicemarketingcombinationsystem.7pscombinationisvitaltothesuccessofserviceenterprises.Personnel,serviceprocessandphysicalfeaturesthreeelementscanreflectthecharacteristicsoftheenterpriseservicemarketingmix.Intoday'

sworld,with7psservicemarketingconceptasthecoreofcustomersatisfactioncompetitivestrategyprovedtobemoreandmoresuitablefortoday'

sincreasinglycompetitivebusinessenvironment.WiththedevelopmentofInternettechnology,the7psinjectednewideas,servicemarketingtheoryofservicemarketingbasedonthetheoryofthe7psnewrequirementsareputforward.Increasedmarketing,marketing,onlinemarketing,suchasmarketingstrategy,combinedwithmoreexperientialservice,customizedservice,onlineservice,etc.Thecombinationofservicesmarketingandtourismenterprises,mustcauseamajorreformofthetourismenterprises

3Touristenterpriseservicemarketingpresentsituation

3.1Travelserviceproductslackofinnovation

Tourismenterprisestoprovidetheservicedifferenceissmall,lackofinnovation,notformthecoreofcompetitiveadvantageinservice,manytourismenterpriseshavenotdonetoprovidecustomerswithpersonalizedhaveobviousdifferencesincharacteristicofpersonalizationservice.Limitedservicemarketing,servicemarketingismorereflectedinthefieldofhigh-end,theVIPcustomerservice,andaccordingtothegeneralpublicservicemarketingconceptandattitude.Asaresultofthetraditionalmarketingconcepthasaprofoundeffectonenterprisestill,theirunderstandingofservicemarketingstillstayonthesurface,notthesystematicregulationsontheserviceandoverallmanagement.Ontheconnotationofthetourismcultureisnotdeep,gradeisnothigh,theservicemarketingconnotationunderstandinginsufficiency,tourismservicemarketingconsciousness,servicemanagementlevelislow,theunclearunderstandingofservicefeatures,servicequalitycon