KH旅行社营销策略优化研究

发布时间：2018-05-19 01:19

本文选题：营销策略 + KH旅行社　；参考：《郑州大学》2016年硕士论文

【摘要】：随着旅游业的快速发展,旅行社行业的规模也迅速扩张。旅行社之间的竞争日趋激烈,市场形势不断变化,KH旅行社作为众多旅行社中的一份子,其现有的营销策略已经不能适应当前的市场行情。随着经济的发展,越来越多的消费者追求个性化的产品和个性化的服务,面对现在市场上消费者个性化的需求,如何更深入的了解消费者的需求倾向,并对现有的营销策略进行优化,最大限度的吸引消费者,扩大旅行社的市场影响力,已成为旅行社迫切需要解决的问题。在目前的旅行社行业中,大多数的旅行社在营销策略方面都存在一些问题。特别是在产品方面,现在的旅行社产品越来越趋向于同质化,旅行社提供的旅游产品几乎是相同的,固定的旅游景点、固定的旅游线路,对旅游消费者来说缺乏吸引力,很难刺激游客的消费欲望。在营销过程中也出现了盲目的价格竞争现象,各个旅行社之间大打价格战不仅导致利润的大幅度下降,而且也使得旅行社缺乏创新旅游产品的的积极性。在当前的市场行情中,旅行社应该把开发具有特色的产品放在首要位置,以适应不同旅游消费者的消费需求。旅行市场的竞争核心是产品的竞争,多样化的产品有利于满足现在市场上不同消费群体的需求,从而吸引更多的消费者,不断加强旅行社的市场竞争优势,扩大旅行社的市场占有率。本文以KH旅行社为研究对象,先分别对KH旅行社的宏观营销环境、行业营销环境和微观营销环境做了分析,深入了解KH旅行社的内外部营销环境。然后从KH旅行社的营销策略现状出发,在7Ps营销策略组合理论的基础上,从六个方面分析了当前KH旅行社营销策略的现状。发现KH旅行社在旅游产品、产品价格、营销渠道、促销、人员、有形展示、服务过程等方面存在很多问题,并对存在这些问题的原因进行了深入分析。在以上分析的基础上,以7Ps营销策略组合理论为指导,从旅游产品、产品价格、营销渠道、促销、人员、有形展示和服务过程方面对KH旅行社现有的营销策略提出了改进的优化方案。在产品策略方面,满足市场的个性化需求制定多样化的产品策略。通过对现在市场上的价格竞争环境的了解,提出多变性的价格策略,与原来的价格策略相比更富有弹性。在营销渠道方面,论证了多渠道营销的必要性。在促销策略中,详细分析了各种促销方式的优缺点,指出在现在的市场竞争中要创新促销方式制定多元化的促销方式等。最后从组织、制度、技术、服务、资金五个方面提出KH旅行社营销策略的实施保障。
[Abstract]:With the rapid development of tourism, the scale of travel agency industry is also expanding rapidly. The competition among travel agencies is becoming more and more fierce, and the market situation is constantly changing. KH travel agency, as a member of many travel agencies, its existing marketing strategy can no longer adapt to the current market situation. With the development of economy, more and more consumers pursue individualized products and individualized services. In the face of the individualized demand of consumers in the market, how to understand the demand tendency of consumers more deeply? And to optimize the existing marketing strategy, to attract consumers to the maximum extent, to expand the market influence of travel agencies, has become an urgent problem to be solved by travel agencies. In the current travel agency industry, most travel agencies have some problems in marketing strategy. In particular, in terms of products, today's travel agency products tend to be more and more homogenous. Travel agencies offer almost the same tourist attractions, fixed tourist routes, and lack of attraction to tourist consumers. It is difficult to stimulate tourists' desire to spend. In the process of marketing, blind price competition also appears. The large price war among travel agencies not only leads to a sharp decline in profits, but also makes travel agencies lack the enthusiasm to innovate tourism products. In the current market, travel agencies should put the development of characteristic products in the first place to meet the consumer demand of different tourism consumers. The core of the competition in the travel market is the competition of products. Diversified products are conducive to meeting the needs of different consumer groups in the present market, thus attracting more consumers and constantly strengthening the competitive advantage of travel agencies in the market. Expand the market share of travel agencies. This article takes KH travel agency as the research object, first makes the analysis to the KH travel agency's macroscopic marketing environment, the profession marketing environment and the microscopic marketing environment, and deeply understands the KH travel agency's internal and external marketing environment. Then from the current situation of KH travel agency marketing strategy, on the basis of 7Ps marketing strategy combination theory, this paper analyzes the current situation of KH travel agency marketing strategy from six aspects. It is found that KH travel agency has many problems in tourism products, product prices, marketing channels, sales promotion, personnel, tangible display, service process and so on. Based on the above analysis, guided by the 7Ps marketing strategy combination theory, from the tourism products, product prices, marketing channels, promotions, personnel, In the aspect of tangible display and service process, the paper puts forward an improved optimization scheme for KH travel agency's existing marketing strategy. In terms of product strategy, to meet the individual needs of the market to develop a variety of product strategies. Through the understanding of the price competition environment in the present market, the variable price strategy is put forward, which is more flexible than the original price strategy. In marketing channels, the necessity of multi-channel marketing is demonstrated. In the promotion strategy, the advantages and disadvantages of all kinds of promotion methods are analyzed in detail, and it is pointed out that in the present market competition, we should innovate the promotion way and make the diversified promotion way and so on. Finally, from the organization, system, technology, service, capital five aspects of KH travel agency marketing strategy implementation guarantee.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6

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