Tourism "one To One Marketing" Is A Preliminary Study

With the fast development of economy and society , the customers' demands , including the people who is the tourist, are characterized with their individual needs and wants .In the meantime .more and more ruthless competition leads to the advent of the buyers' market. Almost every enterprise makes efforts in order to cater to the interests of each customer . The segmentation of market is becoming to its ultimate level , namely the segment of one . The demand-oriented market situation has caused the occurrence of "one-to-one "market mind . In addition , the development of information technology also promotes the inclusive application of this conception .This thesis mainly tries to introduce the theory of "one-to-one" marketing theory and to apply this theory to tourism marketing system .The thesis includes five parts mainly:In the first part , the author provides the definition of "one-to-one" marketing and gives its relevant research .In the second part , the thesis pays attention to the process of development of "one-to-one" marketing theory , and the future of "one-to-one" marketing is foresaw .The third part and the fourth part are the core parts of this thesis . The third analyzed the necessity and possibility ,as to applying "one-to-one" marketing to tourism marketing . Then a primary discussion is carried out as to the implementation aspects of "one-to-one" marketing in tourism industry . In the following part, with the introduce of "one-to-one" marketing manner , the corresponding transformation of tourism marketing practices in strategic and tactic level is discussed .In the last part , some conclusions are reached . several questions also are provided .