旅游企业7Ps 服务营销策略外文文献翻译3000多字Word下载.docx

1、 Planning, 2015, 33（5）: 705-715.原文The 7ps service marketing strategy of tourism enterprisesCrick DAbstractTourism development as a pattern of service industry, service marketing is a new field of modern marketing, 7ps is the core of service marketing mix system.7ps service marketing concept can help

2、 tourism enterprises to understand the visitors, keep tourists, provide a better service. But most of the tourism enterprises are still exposed dont know 7ps service marketing strategy, there is no analysis of tourism consumers demand characteristics and differences, cant meet the demand of consumer

3、s, such as the service level is low. And 7ps concept can be applied to the product strategy, price strategy, channel strategy; personnel, tangible demonstration, service process strategy and physical display, etc. Tourism enterprises only do a good job in service marketing innovation and advancing w

4、ith The Times, to win in competition.Keywords: 7ps; Marketing mix; Tourism enterprises 1 IntroductionAs the third industry, tourism is a form of modern service industry; tourism can promote the development of local economy. Entering the 21st century, tourism received extensive attention of all count

5、ries in the world and we will vigorously support. Even if the service has quite developed European and American countries, however, are still exposed some aspects of the service level is low. The development of modern tourism enterprises, to customer satisfaction and loyalty as the core, with an emp

6、hasis on customer service, tourism competition is service competition, service as the window of tourism enterprises, can through the tourism enterprise service marketing research, promote the service level of tourism enterprises.7ps the service marketing theory to the development of modern tourism e

7、nterprise service plays a guiding role and realistic significance. With the development of normalization, network, intelligence, based on the new development trend of modern tourism enterprise content, 7ps service marketing contains development, also gives a new connotation, 7ps every aspect adds ne

8、w content. This paper accordingly puts forward in the new environment, based on the service marketing strategy of 7ps new development of thetourism enterprises in the aspect of service marketing. 2 7ps service marketing overviewIn the 1970 s, the development of service industry is very rapid, servic

9、e marketing theory is based on the traditional marketing theory of 4ps, in 1981 by the cloth, and three more than Turner P service development. Service marketing combination of seven elements, namely, 7ps: products （Product）, Price （Price）, channel （Place） （People）, Promotion （Promotion）, personnel,

10、 service Process （Process）, tangible demonstration （Physical Evidence）, thus forming the 7ps service marketing combination, make with 7ps as the core of service marketing combination system.7ps combination is vital to the success of service enterprises. Personnel, service process and physical featur

11、es three elements can reflect the characteristics of the enterprise service marketing mix. In todays world, with 7ps service marketing concept as the core of customer satisfaction competitive strategy proved to be more and more suitable for todays increasingly competitive business environment. With

12、the development of Internet technology, the 7ps injected new ideas, service marketing theory of service marketing based on the theory of the 7ps new requirements are put forward. Increased marketing, marketing, online marketing, such as marketing strategy, combined with more experiential service, cu

13、stomized service, online service, etc. The combination of services marketing and tourism enterprises, must cause a major reform of the tourism enterprises3 Tourist enterprise service marketing present situation3.1 Travel service products lack of innovationTourism enterprises to provide the service d

14、ifference is small, lack of innovation, not form the core of competitive advantage in service, many tourism enterprises have not done to provide customers with personalized have obvious differences in characteristic of personalization service. Limited service marketing, service marketing is more ref

15、lected in the field of high-end, the VIP customer service, and according to the general public service marketing concept and attitude. As a result of the traditional marketing concept has a profound effect on enterprise still, their understanding of service marketing still stay on the surface, not t

16、he systematic regulations on the service and overall management. On the connotation of the tourism culture is not deep, grade is not high, the service marketing connotation understanding insufficiency, tourism service marketing consciousness, service management level is low, the unclear understanding of service features, service quality con