Developing Yunnan Hot Spring Industry -Lessons from Japan Kurogawa Unsen (Hot Spring) Industry and Modern Marketing Theory

摘要：

Recently, the hot spring industry boosts significantly, however, lacking of experience, some enterprises paid a heavy price. In terms of obtaining right strategy for future development, this paper focus on analyzing Japanese kurogawa areas unsen (hot spring) marketing strategy and mix, in conclusion, event marketing strategy, utilization of event marketing strategy by organizing minorities and flora festivals as well as flora food series, testimonies combine with local hot spring culture strategy, segmentations for hot spring products and industry cluster strategy and personal training are suggested.

关键词： marketing theory hot spring industry marketing strategy marketing mix

作者: ZHU Peng ZHANG Yuan

作者单位: School of business, HongHe University of Meng Zi county, P.R.China, 661100

会议类型: 国际会议

会议名称: The 3rd International Institute of Statistics & Management Engineering Symposium(2010 国际统计与管理工程研讨会 IISMES)

会议地点: 威海

会议语种:英文

页码: 473-476

在线出版日期: 2010-07-24（万方平台首次上网日期，不代表论文的发表时间）