传统营销理论在旅游业中的创新应用

由于旅游业生产经营的特殊性，传统的4PS营销理论在旅游业的运用中必须进行创新和发展，不仅要考虑产品、渠道、价格和促销四个基本方面，还要考虑旅游产品在其他方面的特定含义及应用，因而构建出在旅游业营销中产品、渠道、价格、促销、过程、参与、员工的7PS理论。

The Innovation and the Application of the Traditional Marketing Theories in Tourism

Due to the specialty featured by the tourism production and marketing, the traditional 4PS marketing theories need to be innovated and developed which should not only take into the considerations of the four aspects as products, channels, price, and marketing, but also the specific implications of the tourism products in other sides. Therefore, it is necessary to constitute 7PS theories involving in products, channels, sales promotion, processes, anticipation and the employees.