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| 游客市场细分研究 | |
| 引用本文： | 芮田生,张菀,阎洪.游客市场细分研究[J].资源开发与市场,2010,26(1):94-96,36. |
| 作者姓名： | 芮田生 张菀 阎洪 |
| 作者单位： | 1. 四川大学,工商管理学院,四川,成都610064 2. 四川现代职业学院,工商管理系,四川,成都,610207 3. 香港理工大学,工商管理学院,香港 |
| 摘 要： | 了解游客需求是旅游产品规划、开发和市场营销的前提,把握客源市场的一个重要途径是进行市场细分。旅游企业针对不同的细分市场,采用不同的营销手段,提供相应的产品和服务,才能使游客拥有更好的旅游经历。根据四川省旅游游客的需求进行市场细分,采用聚类分析方法将游客市场分为6类:康乐型游客、享乐型游客、规矩型游客、消极型游客、商务型游客和求知型游客。在此基础上,分析了6类游客的人口特征及其市场营销的意义。 |
| 关 键 词： | 旅游市场细分 因子分析 聚类分析 判别分析 |
Research on Tourist Market Segmentation |
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| RUI Tian-sheng,ZHANG Wan,YAN Hong.Research on Tourist Market Segmentation[J].Resource Development & Market,2010,26(1):94-96,36. | |
| Authors: | RUI Tian-sheng ZHANG Wan YAN Hong |
| Institution: | RUI Tian-sheng1,ZHANG Wan2,YAN Hong3 (1.School of Business Administration,Sichuan University,Chengdu,610064,China,2.Department of Business Administration,Sichuan Modern Vocational College,Chengddu 610207,3.Faculty of Business,Hong Kong Polytechnic University,HongKong,China) |
| Abstract: | To a tourist enterprise,understanding tourists' needs was the precondition to plan tourism products and implement marketing.One important way to well know the needs was to segment the market.Tourist enterprises provided the corresponding products,marketing and service according to the different market segments,so as to provide better travel experience to tourists,thus obtaining higher returns.The method Cluster Analysis was employed to segment the tourists.Tourists traveling to Sichuan were classified into ... |
| Keywords: | tourist market segmentation factor analysis cluster analysis discriminant analysis |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |