摘要
水平营销是一种创造性的思考,是市场营销理论的最新突破,它是在传统的营销理论越来越不能适应发达市场的背景产生的,它可以使市场营销活动逃出垂直营销和层次营销的怪圈并最终取得胜利。水平营销运用创新思维对产品做适当改动来产生新用途、新情境、新目标市场以开创新类别,从而重组市场。在旅游业中,探索新的旅游市场需求,吸引非潜在目标群体,改变旅游市场需求情景。
Lateral marketing is a creative thought and a newest breakthrough of the marketing theory. It appears when traditional marketing theory cannot fit for developed market. The lateral marketing will help the marketing escape from the circle of the vertical and level marketing and make a success. By applying innovative thinking, we take the lateral marketing to change the products to produce new use, new situation, and new target market, to create new type, and to reorganize the market. In tourism, we explore new tourism market demand, attract non-potential target groups, and change the demand for tourism market.
出处
《商业经济》
2010年第15期117-119,共3页
Business & Economy
关键词
旅游业
水平营销
营销策略
tourism, lateral marketing, marketing strategy
