旅游法背景下ZF旅游公司营销策略改进研究

发布时间：2018-07-08 12:37

本文选题：旅行社 + 旅游法　；参考：《四川师范大学》2014年硕士论文

【摘要】：改革开放以来，旅游产业快速崛起，成为我国国民经济的重要支柱产业。在中国旅游产业的兴起过程中，旅游企业的发展受到国家政策大力支持，旅游法律制度日渐完善，旅游企业发展环境趋好，旅游企业逐渐壮大。旅游企业在数量和规模上都取得长足的进步，旅游从业人员众多，进入21世纪后，旅游企业的经营收入和接待旅游总数连创新高，成为第三产业中举足轻重的部门。然而，随着旅游市场进入竞争“白热化”阶段，旅游企业屡屡发生“导游宰客”、“强制购物”等行为，损害旅游消费者合法权益。2013年10月1日，我国首部《旅游法》的实施后，旅游市场中众多中小旅游公司常用的“零负团费”低价团营销手段“失灵”了，为了在残酷的市场竞争中取得一席之地，中小型旅游公司需要重构自身旅游市场营销策略，为消费者提供优质的旅游服务。本文以ZF旅游公司作为论文研究对象，通过收集和查阅文献资料，在吸收前人研究成果的基础上，，首选对ZF旅游公司外部营销环境进行分析，介绍了四川省内丰富的旅游资源、经济、社会发展情况等宏观因素；其次，通过对ZF旅游公司内部营销环境的分析，运用SWOT分析法结合该公司具体情况，选择公司的目标市场；最后，按照4Ps营销组合，结合前文分析，对ZF旅游公司现有的营销组合策略进行梳理，并且提出了针对性的改进建议。由于笔者学术功底薄弱，旅游行业营销实战经验有限，在本文写作过程中，未能就ZF公司旅游营销相关问题进行深入分析，本文不足之处将在以后的工作当中继续改进。笔者期望在论文中提出的针对ZF旅游公司的市场营销组合策略改进建议能我国中小旅游公司营销实践有所裨益。
[Abstract]:Since the reform and opening up, the tourism industry has risen rapidly and become an important pillar industry of our national economy. In the process of the development of China's tourism industry, the development of tourism enterprises is strongly supported by the national policies, the tourism legal system is improving day by day, the development environment of tourism enterprises is getting better, and the tourism enterprises are gradually expanding. Tourism enterprises have made great progress in both quantity and scale. After entering the 21st century, the operating income and the total number of tourism received by tourism enterprises have reached a new high, and become a pivotal department in the tertiary industry. However, as the tourism market enters the stage of "white-hot" competition, tourism enterprises frequently occur "tour guide killing", "compulsory shopping" and other acts, which damage the legitimate rights and interests of tourism consumers. After the implementation of the first "Tourism Law" in our country, many small and medium-sized tourism companies in the tourism market used "zero negative tour fee" low price group marketing means "failure", in order to get a place in the cruel market competition, Small and medium-sized tourism companies need to restructure their own tourism marketing strategies to provide high-quality tourism services for consumers. In this paper, ZF Tourism Company as the research object, through collecting and consulting literature, on the basis of absorbing the previous research results, the first choice of ZF tourism company external marketing environment analysis, introduced the rich tourism resources in Sichuan Province. Secondly, through the analysis of the internal marketing environment of ZF Tourism Company, using SWOT analysis method to combine the specific situation of the company, select the target market of the company; finally, according to the 4Ps marketing mix, Combined with the previous analysis, this paper combs the existing marketing mix strategy of ZF Tourism Company, and puts forward some suggestions for improvement. Due to the author's weak academic foundation and limited experience in tourism marketing, in the process of writing this article, the author failed to make a thorough analysis of the problems related to the tourism marketing of ZF Company, and the deficiencies of this paper will continue to be improved in the future work. The author hopes that the suggestion of improving the marketing mix strategy for ZF tourism companies in this paper will be helpful to the marketing practice of small and medium-sized tourism companies in China.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.294;F592.6;F274

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