浅析私人定制旅游中的小而美营销模式_英语论文

A Brief Research on Marketing Model of “Small is Beautiful” in Private Custom Tourism        

摘要

在个性化时代，社会群体不再迷恋大而全的审美标准，人的个性化、碎片化需求愈来愈多。马云先生在2009年APEC峰会上《未来世界，因小而美》的演讲中首次提出了小而美的观点，之后中国也出现了越来越多的小而美行业（企业）。小而美的核心在于满足消费者高层次的情感需求，注重商品带来的情感因素，而不仅仅是纯粹的物质交易。旅游业也是同样如此，大众不再满足于走马观花，到此一游式的观光，更倾向于能满足情感需求，彰显个性的私人定制化式旅游。

本文先研究私人定制旅游的定义及其概况，讨论并分析小而美营销模式的内涵与特点，并通过案例揭示小而美营销模式在实践中的运用, 指出私人定制化旅游想要获得较好的发展，就要以内容为核心竞争力，强化服务凸显品质，满足顾客的情感需求。最后文章将研究如何将小而美的营销模式进行优化并且运用到企业发展中去。

关键词：私人定制服务 小而美营销模式 旅游业

Abstract

In the era of individualism, social groups are no longer obsessed with the aesthetic standards and individual demands are needed to be met. In 2009 APEC summit, Jack Ma, the CEO of the blockbuster in E-commence，delivered a speech, with the core part of keeping the diversity and sustainability of product. Original design and uniqueness should be held in esteem to be the additional value for consumers. In consequence, the business is no longer pure selling and buying but the emotional and spiritual satisfaction. So is traveling industry. The outdated and traditional way, following a guide and gaining a superficial understanding of tourist spot through cursory observation just in order to prove that they have been there, is cast away. Enjoying the leisure time and experiencing the local humanistic environment, however, matter.

This thesis will study the definition and general situation of private custom tourism, then discuss the meanings and characteristics of the new marketing model “Small is beautiful”. At the same time, a typical company will be analyzed to see how the new marketing model is applied. If a company wants to stand out , enriching contents as core-competitiveness, strengthening product services to highlight quality, and meeting consumers’ emotional needs are vital. Through meticulous exploration, many strengths and weaknesses can be found, which are also good pieces of advice for other companies. 

Key words: private custom service  marketing model “Small is beautiful”  tourism 

Contents

摘要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 The Model of “Small Is Beautiful” 4

2.1 The Origin of “Small Is Beautiful” 4

2.2 The Definition of “Small Is Beautiful” 4

2.3 The Relative Theories Contained in  “Small Is Beautiful” 5

2.3.1 Maslow's hierarchy of needs and private custom tourism 5

2.3.2 Market segments 6

2.4 Advantages and Disadvantages of “Small Is Beautiful” 7

2.4.1 The advantages 7

2.4.2 The disadvantages 8

Chapter 3 Private Custom Tourism 10

3.1 Private Custom 10

3.2 Private Custom Tourism 11

3.2.1 General condition of private custom tourism 11

3.2.2 Obstacles of custom tourism development 12

3.2.3 The misunderstanding of custom tourism 13

3.3 Private Custom under E-commerce 13

Chapter 4 Case Study of “Small is Beautiful” in Private Custom Tourism 15

4.1 The Development of Wild China 15

4.2 The General Condition of Wild China 16

4.3 The Confronted Challenges and Future Development Suggestions 17

4.3.1 Further communication 18

4.3.2 Distinctive features 18

4.3.3 Perfect service 19

Chapter 5 Conclusion 20

Acknowledgments 22

References 23