Research On Lateral Marketing Applying In Chinese Tourism Industry

Since reforming and opening up, with the improvement of people's living standards, tourism has become an important manner of people's entertainment and leisure. As an important part of the tertiary industry, after 20 years development, tourism gradually become the fastest growing industries of the tertiary industry, and also become a new bright spot of Chinese national economic growth. Especially after China accession to the WTO, Chinese tourism walking to the world while welcoming the world moving toward to China. The global economic development provides broad space for Chinese international tourism, but at the same time, Chinese tourism facing bigger pressure and challenge from international competition.Lateral marketing is the latest breakthrough of marketing theory, it arise from the background that the traditional marketing theory can't adapt developed markets anymore. Marketing must escape from vertical marketing and level marketing, and eventually win. As economic globalization, Chinese tourism industry want to survive and develop in competitive environment, it must make a new attempt- lateral marketing. Lateral marketing will create new products and new categorized markets. Only in this way, we can improve the standard of tourism business management effectively, and develop our own core competitiveness, ultimately, enhance economic efficiency.The first part of this thesis described the purpose and significance of this thesis, and outlined the current research status of lateral marketing and research methods. As lack of lateral marketing study in Chinese tourism, and the other research exist the problem of operational, my study can help Chinese tourism marketing.The second part of this thesis outlined the main points of lateral marketing, described the background and meaning of the therapy of lateral marketing, including the relationship of lateral marketing and traditional marketing and the advantage of lateral marketing.The third part and fourth part of this thesis is tourism industry analysis, which is the core part of this paper. Based on analysis of Chinese tourism marketing, this thesis pointed out the present problem of tourism industry, including the sense of marketing, marketing mix strategy and conversation.The fifth part of this thesis makes a conclusion; it is the focus and innovation of the full text. Based on Chinese tourism marketing analysis, pointed out the existing problems in China's tourism marketing, in order to solve this problem, we must make use of the lateral marketing strategy. Around the lateral marketing's application in tourism, this thesis raised there lateral marketing strategy, which is from the tourism market level, tourism marketing mix level and conversation.