基于4C理论的黑龙江省旅行社业批零体系的构建

摘要

The level system of traditional travel agencies in Heilongjiang province industry led to fierce market competition, disorder, poor quality of tourism product, tourism consumers and tourism agency conflicts. With the tourism industry and consumers increasingly mature, the 4C marketing theory as the guide, around to maximize the tourist customer value innovation marketing mode, establishes the vertical division system of level zero that composed of tourism wholesalers and retailers of tourism travel agency industry, solves many problems of the tourism industry in Heilongjiang province from the existing, is a new way to explore.%黑龙江省旅游社业传统的水平分工体系现状导致了市场竞争激烈、无序，旅游产品质量低劣，旅游消费者与旅游社矛盾突显。随着旅游业和消费者的日益成熟，以4C营销理念为导向，围绕着最大限度地实现旅游者顾客价值创新营销模式，建立起由旅游批发商和旅游零售商构成的旅行社业分层次垂直批零分工体系，从根本上解决黑龙江省旅游业现存的诸多问题，是一条值得探索的新路径。