Study On One-to-One Marketing And Its Implementation In Tourist Industry

The age of knowledge economy approaches us with the trend of individualization. Demands of customers including tourists are characterized by their personal needs and requirements. Meanwhile the increasingly intense competition results in the buyers'market and more efforts are stressed upon catering to the benefits of each customer. The market segment comes to its ultimate -the 'segment of one'. This demand-oriented market segmentation has led to the occurrence of 'one-to-one'marketing philosophy. The development of information technology and customization helps to enable the effective implementation of the concept. Based on the demand-oriented marketing philosophy, this paper studies and analyzes the 'One-to-One'Marketing theory which appeared years ago and has undergone vigoyous development. The paper aims to make an introduction of this theory and try to apply it to tourism marketing system. This paper is based on the fundamental theories of sociology and psychology, this thesis makes an exhaustive use marketing theories, marketing research methods in addition to related tourism theories. In the process of induction of related marketing theories, the dominant research method is based on that of the demand-oriented market segmentation from the 'American Marketing School'. Meanwhile with years of my experience on sales and management in travel agencies and hotels, I have a profound knowledge of the characteristics of the tourist industry and its business; cases referred in this paper are based on either my own experience or the events touched me deeply, which is believed to be strong enough to support this paper. This thesis tries to make some contribution to the maturation of this newly emerged concept through research on its development process and to the introduction of this concept into the tourist market. It also tries to make it the solution to the fast changing and increasingly individualized tourist needs by probing into the applicability of its introduction to tourism industry and its impact on tourism marketing strategy and practices. The purpose is to provide reference for the industry especially for hotels to increase their power of competition and seek for effective marketing measures.