OTA背景下中小旅行社营销策略研究

发布时间：2018-01-03 14:14

本文关键词：OTA背景下中小旅行社营销策略研究　出处：《天津商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,蓬勃发展的旅游业已跃升为世界第三大产业。随着人类社会的进步与经济的飞速发展,旅游业已成为世界经济增长的新亮点和新引擎。旅游业在经济发张中的地位越来越重要,为解决我国劳动力问题、促进城市测发展、文化的传承方面发挥了越来越重要的作用。旅游业已成为促进中国经济发展的重要引擎。随着互联网的普及及在线旅游的发展,在线旅行社(OTA)以巨大的优势挤占了传统旅行社的生存空间。面对游客消费行为散客化,商业模式在线化的变迁,传统旅行社营销策略不得不面临转型升级。在新的环境背景下,如何开展市场营销就成为旅行社经营者的面临的一项新课题。本文围绕在OTA冲击背景下传统旅行社如何去开展市场营销进行了深入的研究,不仅对传统旅行社开展新的市场营销策略有现实的指导意义,而且对我国旅游行业的健康发展有重大意义。笔者在旅游行业从业多年,工作需要十分热爱和关注旅游行业的发展变化。本文的研究目的在于通过对传统旅行社经营中存在的问题进行全面深刻的分析的基础上,为中小旅行社在OTA冲击背景下如何去开展市场营销提出具体、切实可行的对策建议,促进中小旅行社的健康发展。本文采用理论分析与实证研究相结合的方法,通过对传统营销理论的探讨,网络营销理论的研究,同时进行大量的问卷调查、走访了大量旅行社获取第一手资料的基础上,对中小旅行社营销现状及其存在的问题进行了深入的研究。通过对中小旅行社行存在问题的分析,提出相对应的措施和具体实施方案:中小旅行社营销策略的转变需要从游客需求的角度做出产品上创新;全面开展网络营销渠道,通过建设企业官网推广、借助OTA平台销售旅游产品、积极开展微信营销、拓展其他新型网络渠道;积极开展促销策略;实施差异化的定价策略。对中小旅行社营销策略的转变与创新进行积极探索,为更多中小型旅行社在OTA冲击的背景下开展市场营销提供切实可行的方案。
[Abstract]:At present, the booming tourism industry has leapt to the third largest industry in the world. With the progress of human society and the rapid development of economy. Tourism has become a new bright spot and a new engine of world economic growth. Tourism plays an increasingly important role in the economic development, in order to solve the labor problems in China and promote urban development. Cultural heritage has played an increasingly important role. Tourism has become an important engine to promote the economic development of China. With the popularity of the Internet and the development of online tourism. OTA (online Travel Agency) has taken up the living space of traditional travel agencies with huge advantages. In the face of the consumer behavior of tourists, the change of online business model. Traditional travel agency marketing strategy has to face the transformation and upgrading. In the new environment background. How to carry out marketing has become a new topic for travel agency operators. This paper focuses on how to carry out the marketing of traditional travel agencies under the background of OTA impact. Not only for the traditional travel agencies to carry out new marketing strategies have practical significance, but also for the healthy development of the tourism industry in China, the author has been in the tourism industry for many years. Work needs to love and pay close attention to the development of the tourism industry. The purpose of this paper is to conduct a comprehensive and profound analysis of the problems existing in the operation of traditional travel agencies. In the context of the impact of OTA for small and medium-sized travel agencies how to carry out the marketing of specific, practical countermeasures and suggestions. To promote the healthy development of small and medium-sized travel agencies. This paper uses the combination of theoretical analysis and empirical research, through the traditional marketing theory, network marketing theory research, and carry out a large number of questionnaires. On the basis of visiting a large number of travel agencies to obtain first-hand information, this paper makes a deep study on the current marketing situation and existing problems of small and medium-sized travel agencies, and analyzes the existing problems of small and medium-sized travel agencies. Put forward the corresponding measures and specific implementation plan: the small and medium travel agency marketing strategy transformation needs from the tourist demand angle to make the product innovation; Carry out the network marketing channel in an all-round way, through the construction enterprise official net promotion, with the help of the OTA platform to sell the tourist product, carry out the marketing of WeChat actively, expand other new network channel; Active promotion strategy; Implement the differentiated pricing strategy and actively explore the transformation and innovation of the marketing strategies of small and medium-sized travel agencies, and provide a feasible plan for more small and medium-sized travel agencies to carry out marketing under the background of OTA impact.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6;F274

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