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企业社会资本对旅游企业营销的影响既有积极的,也有消极的。企业社会资本对旅游企业营销的积极作用表现在降低管理成本、提高工作效率、提高相关顾客满意度,以及带来更多商业机会等四个方面;消极影响表现在可能扭曲竞争、僵化营销。
The influence of corporate social capital on the marketing of tourism enterprises is both positive and negative. The positive effect of corporate social capital on tourism enterprise marketing lies in four aspects: reducing management costs, improving work efficiency, improving customer satisfaction and bringing more business opportunities; the negative impact may be in the form of distorted competition and rigid marketing.