摘要
市场营销观念作为企业经营活动的指导思想 ,决定着企业经营活动的成败。正确的市场营销观念 ,是企业经营取得成功的先导 ,也是企业求得不断发展的保证。而树立正确的市场营销观念 ,对处于竞争十分激烈的市场环境中的旅游企业来说 ,则更加重要和必要。本文即从旅游企业树立现代市场营销观念的必要性入手 ,分析阐述了现代市场营销观念的基本内涵 ,并在此基础上 ,对旅游企业树立现代市场营销观念 。
As the guiding ideology of the business management activities,the marketing concept decides the activities′ success and failure.True marketing concept is the guide that the business management could achieve success ,and is the pledge that the business could make continuous development.To the tourism business which is in the market environment of the heated competition,setting true marketing concept is more important and necessary.This article starts with the necessity that The tourism business sets the modern marketing concept,it analyses and elaborates the basic connotation of the mcdern marketing concept.Base on this,to setting the modern marketing concept,the tourism business needs a series of change that is fron the business idea to the specific business behaviour,This article has inquired into these changes.
出处
《贵州大学学报（社会科学版）》
2000年第2期84-89,共6页
Journal of Guizhou University(Social Sciences)
关键词
旅游企业
经营管理
改革
现代市场营销观念
Marketing concept
Modern marketing concept
Management of the tourism business
