中国旅行社入境游市场营销策略研究

发布时间：2018-02-02 06:27

本文关键词： 旅行社入境游市场营销策略　出处：《首都经济贸易大学》2014年硕士论文　论文类型：学位论文

【摘要】：入境旅游是旅游业发展的一个重要组成部分。入境游客的数量以及旅游收入的总量是衡量一个国家或地区经济发展状况的重要指标。自1987年中国实施改革开放以来,中国的入境旅游业得到了空前的发展机会。但是,伴随着中国旅游经济的不断提升,近两年入境旅游业的发展相对于国内游、出境游来说,似乎发展到了停滞的阶段甚至出现了下降的趋势。虽然国际大环境的负面影响不容忽视,例如,前些年人民币汇率对外快速升值导致来华成本上涨、欧美主要来华市场先后爆发金融危机,欧债危机,国际间航空燃油附加费持续上涨,境外对中国雾霾、环境污染、食品安全等负面报导,以及中日政治关系,南海主权争端等等不利因素,但是作为入境旅游社应充分分析中国入境旅游市场现状及企业自身的不足,凭借中国独特的旅游资源,借助政府部门的一些力量,加强企业宣传,从产品专业化和市场专业化的角度,来打造企业的品牌,从而弥补企业的劣势,寻求出一条适合本企业发展的道路,这是一个迫切需要解决的现实问题,因此我们需要研究中国入境旅游的现状,从而针对旅行社提出市场营销策略的分析。此论文以中国的入境旅行社作为研究的对象,主要采用的研究方法包括区域经济学,旅游经济学,旅游地理学,社会学,市场营销学,消费者行为学的理论和研究方法,并对入境旅游的国内外研究成果和精华充分吸收。在充分调查研究并收集了大量的文件和数据的前提下,对中国入境旅游的市场现状、存在问题等进行了深入且系统地研究,并以神舟国旅为例对入境旅行社未来应采取的营销策略进行系统分析与研究。
[Abstract]:Inbound tourism is an important part of tourism development. The number of inbound tourists and the total amount of tourism income are important indicators to measure the economic development of a country or region. China has implemented the reform since 1987. Since the opening. China's inbound tourism has been unprecedented opportunities for development. However, with the continuous improvement of China's tourism economy, the development of inbound tourism in recent two years compared with domestic tourism, outbound travel. Although the negative impact of the international environment can not be ignored, for example, the rapid appreciation of the RMB exchange rate in previous years led to higher costs in China. Major European and American markets have broken out financial crisis, European debt crisis, international aviation fuel surcharge continues to rise, overseas haze, environmental pollution, food safety and other negative reports, as well as Sino-Japanese political relations. South China Sea sovereignty dispute and other adverse factors, but as an inbound tourism agency should fully analyze the current situation of China's inbound tourism market and the lack of enterprises themselves, relying on China's unique tourism resources, with the help of some government forces. Strengthen enterprise propaganda, from the point of view of product specialization and market specialization, to create the brand of the enterprise, so as to make up for the disadvantages of the enterprise, and find a road suitable for the development of the enterprise. This is an urgent need to solve the real problem, so we need to study the status of inbound tourism in China. In this paper, the inbound travel agencies in China as the object of study, the main research methods include regional economics, tourism economics, tourism geography. Sociology, marketing, consumer behavior theory and research methods. And the domestic and foreign research results and essence of inbound tourism are fully absorbed. On the premise of full investigation and research and collection of a large number of documents and data, the market situation of inbound tourism in China is discussed. The existing problems are deeply and systematically studied, and the marketing strategies that should be adopted by inbound travel agencies are systematically analyzed and studied by taking Shenzhou National Travel Service as an example.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274

【引证文献】