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| 色彩营销:旅游地营销的新选择 | |
| 引用本文： | 罗美娟,郑向敏. 色彩营销:旅游地营销的新选择[J]. 人文地理, 2010, 25(1): 134-138. DOI: 10.13959/j.issn.1003-2398.2010.01.025 |
| 作者姓名： | 罗美娟 郑向敏 |
| 作者单位： | 1. 广东工业大学 管理学院, 广州 510520; 2. 华侨大学 旅游学院, 泉州 362021 |
| 摘 要： | 在激烈的旅游市场竞争环境下,有效的营销策略无疑会成为旅游地在竞争中胜出的有力法宝。色彩营销已经在国内外企业中风行了近三十年,并取得了良好的效果。然而,还没有研究表明该方法已经运用于旅游业。本研究在对色彩营销相关理论进行阐述的基础上,对旅游地实施色彩营销的可行性、实施路径、"三忌"等问题进行了系统剖析,以论证如下观点:色彩营销是旅游地营销的新选择。此外,本论文还对旅游地色彩营销的局限性进行了分析。 |
| 关 键 词： | 色彩营销 旅游地 实施路径 可行性 禁忌 |
| 收稿时间： | 2009-09-03 |
COLOR MARKETING:THE NEW CHOICE OF TOURIST DESTINATION MARKETING |
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| LUO Mei-juan,ZHENG Xiang-min. COLOR MARKETING:THE NEW CHOICE OF TOURIST DESTINATION MARKETING[J]. Human Geography, 2010, 25(1): 134-138. DOI: 10.13959/j.issn.1003-2398.2010.01.025 | |
| Authors: | LUO Mei-juan ZHENG Xiang-min |
| Affiliation: | 1. School of Management, Guangdong University of Technology, Guangzhou 510520, China; 2. College of Tourism, Huaqiao University, Quanzhou 362021, China |
| Abstract: | Under the circumstance of increasing competition,an effective marketing method can be a trump for tourist destinations.Color marketing has been popular for 30 years in both overseas and domestic markets.Based on the expatiation of color marketing theories,this paper systematically analyzes the feasibility,imple-menting method,three taboos of color marketing applications in tourism destinations,and argues that color marketing is a new choice for tourist destination marketing.Main contents are as follows: 1) ... |
| Keywords: | color marketing tourist destination implementing method feasibility taboo |
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