创建微环球旅行俱乐部的商业计划书

发布时间：2018-02-06 04:24

本文关键词： 大数据定制旅游商业模式体验式营销市场细分营销组合策略　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年我国出境旅游人数已经达到1.22亿左右,在过去几年里其平均增长率保持在10%以上。随着人均可支配收入的不断提高,对高品质生活的不断追求,传统的旅游模式已经不能再满足游客日益暴涨的个性化旅游需求。本文通过商业计划书的形式来筹划微环球旅行俱乐部项目的投资、运营、营销、战略和执行等。同时,融合工商管理课程所学的战略管理、市场营销、财务管理、战略执行等知识,为该商业计划的分析提供理论和实践的基础。首先,从我国经济发展持续增长、全球政治格局稳定和全球旅游地区开放度提高三方面分析,说明如今出境旅游已经成为人们的一种惯性需求。随着国民人均GDP高速增长、通过对传统旅游模式与游客需求分析和大型旅游机构主要客户群定位三个维度推演,传统的出境旅游模式已经无法满足人们对出境旅游日益增长的个性化需求。随着互联网技术的快速发展、人们个性化旅游需求和传统旅游行业的市场定位缝隙,使得基于互联网的大数据分析和定制旅游的新型商业模式成为一种可能。其次,介绍微环球旅行俱乐部的项目三大创新点:旅游模式的创新、组织管理模式的创新和营销模式创新。值得一提的是,俱乐部引进了基于路线定制平台的3D旅行预体验视频,开启了体验式营销的篇章,让游客提前感受即将开启的美妙之旅。阐述了俱乐部的概况、价值主张、俱乐部的产品的优势以及俱乐部的内部优劣势分析。同时,对俱乐部的行业和宏观环境分析,运用SLEPT分析法对俱乐部的外部环境进行分析。基于波特五力分析模型的俱乐部的行业竞争分析,有效地评估客观的竞争环境。运用SWOT模型分析俱乐部内部优势与劣势和外部机会与威胁,帮助俱乐部制定战略和执行战略时聚焦在自身的优势和有较多机会的方面,让俱乐部的战略更清晰化。再次,通过市场调查问卷的形式收集、整理、分析受访者的基本信息、消费能力、消费偏好、消费时间及购买动机等影响购买决策因素。运用STP理论,分析俱乐部的市场细分、目标市场选择和市场定位。基于市场目标定位的分析,应用4Ps营销理论来制定俱乐部的营销组合策略,分析影响营销的主要因素,产品、价格、渠道和促销四个因素,找到最合适它们最佳策略,更好地满足目标市场的消费需求,进而俱乐部将获得最佳美誉度和最优的业绩。最后,运营计划介绍了俱乐部的运营概况、组织构架、人员配置、管理机制、质量保证机制与质量保全措施、以及俱乐部的发展战略和执行评估。阐述了俱乐部的财务计划,包含运营成本、费用估算、营业收入和未来五年俱乐部的财务报表预测。俱乐部的盈利能力和投资回报进行分析,同时分析了风险管理和风投退出机制。通过对该项目的俱乐部的内、外部环境、财务计划和风险管控等的综合分析和评估,验证了微环球旅行俱乐部将是一个可执行且值得投资的项目,同时对探索旅游行业的未来发展有一定的借鉴作用。
[Abstract]:In 2016, the number of outbound tourism in China has reached 122 million, in the past few years, the average growth rate remained above 10%. With the increase of per capita disposable income, the continuous pursuit of high quality of life, the traditional tourism mode has been unable to meet the personalized travel needs of tourists increasingly soaring. Through the form of a business plan planning to travel around the world club micro project investment, operation, marketing, strategy and execution. At the same time, the strategic management, the integration of business management courses in marketing, financial management, implementation of the strategy of knowledge, provide theoretical and practical basis for the analysis of the business plan. First of all, from China's economic sustainable development growth in global politics stable and open global tourism area improved by three degree analysis, that in today's outbound tourism has become a kind of inertia with the needs of the people. The National People GDP high speed growth, the requirements of the traditional mode of travel and tourist major customer analysis and large travel agency group positioning the three dimensions of deduction, the traditional tourism mode cannot satisfy the personalized needs of outbound tourism growing. With the rapid development of Internet technology, market positioning gap people personalized tourism demand and traditional tourism industry the new business model, big data analysis and custom tourism based on Internet becomes a possibility. Secondly, three big innovation introduced micro world tour Club Project: the innovation of tourism mode, the mode of organization and management innovation and marketing innovation. It is worth mentioning that the club has introduced the 3D pre travel route customization platform based on the experience of video, open the experiential marketing discourse, let visitors feel ahead of the upcoming wonderful trip. Describes the club The general situation, value proposition, analysis of internal strengths and advantages as well as the club club products. At the same time, the analysis of the club's industry and the macro environment, analyzed by SLEPT analysis method. The analysis of the external environment of the club Potter Porter Model club competition based on the effective objective assessment of the competitive environment using SWOT. The club model to analyze the internal strengths and weaknesses and external opportunities and threats, to help the club develop strategy and implementation strategy focusing on its advantages and have more opportunities, let the club's strategy more clear. Thirdly, through the market survey questionnaire collection, collation, analysis of the basic information of respondents, consumption, consumption consumer preferences, time and purchase motivation affect the purchase decision factors. Using STP theory, analysis of the club's market segmentation, target market selection and market Analysis of market positioning. The target positioning based on the marketing strategy of 4Ps marketing theory to make the club, the analysis of main factors influencing marketing, product, price, channel and promotion of four factors, to find the most suitable their best strategy, to better meet the target market of consumer demand, and the club will get the best reputation and best results. Finally, the paper introduces the operation situation of operation plan, the club's organizational structure, personnel allocation, management mechanism, mechanism and quality preservation measures to ensure the quality, and the club's development strategy and implementation evaluation are expounded. The club's financial plan, including operating costs, operating income and cost estimates, the next five years the club's financial statements forecasting. The club's profitability and return on investment analysis, and analyzes the risk management and venture capital exit mechanism. Based on the project of the club The comprehensive analysis and evaluation of internal and external environment, financial planning and risk management and so on verified that the micro globe travel club will be an executable and worthwhile investment project, and also has some reference for exploring the future development of tourism industry.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F125

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