延边白山国际旅行社服务营销策略研究

发布时间：2018-06-04 22:13

本文选题：服务营销 + 营销策略　；参考：《吉林大学》2017年硕士论文

【摘要】：旅游业能够满足人们日益增长的物质和文化的需要,随着社会的发展,旅游业日益显示出它在国民经济中的重要地位。旅游行业发展迅猛,大小旅行社如潮水般遍地开花,延边白山国旅在改革发展的大潮中顺势而生,占据延边地区丰富的地理资源人文资源,利用自身资源优势发展壮大。从最初的几人的小型旅行社发展衍变为如今的具有一定规模的延边白山国际旅行社,业务范围也从最初吉林省延边朝鲜自治州,扩展到东北三省、海南、俄罗斯、朝鲜等地。由于行业前景好,同时延边白山国际旅行社的发展势头比较迅猛,让一些有想法的创业者看到一条通向成功的道路,于是在延边地区大大小小的旅行社如雨后春笋般迅速建立发展起来,周边小型旅行社的建立与发展对延边白山国际旅行社的成长形成了强烈的冲击,使其发展面临了一些的问题。文章从服务营销的角度对延边白山国旅面临的问题进行剖析,之处延边白山国旅在发展过程中遇到及存在的问题,制定服务营销策略,希望能够改善解决公司发展上的困境,使公司健康持续的发展下去。在PEST分析法、波特五力模型、STP服务营销理论及SWOT分析法的基础上,分析了延边白山国旅的优势与劣势,面临的机遇及威胁,对延边白山国旅进行了目标市场细分,进而定位选择出目标市场。针对目标市场类型,制定相应的服务营销策略,改善公司的发展境况,促进公司的稳健发展。建立及执行相应的保障机制与措施,为营销策略的顺利实施执行,提供保障。从价格、产品、促销手段、业务渠道、人才培养、服务过程管理、有型展示等方面提出了营销策略,制定保障措施。本文作为延边白山国旅服务营销策略研究课题的主要内容,从服务营销的角度做出了分析判断,指出问题,提出策略,对延边白山国旅的发展有一定的借鉴价值,希望能够为企业的持续发展起到促进作用。
[Abstract]:Tourism can meet the increasing material and cultural needs of people. With the development of society, tourism has increasingly shown its important position in the national economy. With the rapid development of tourism industry, the travel agencies of big and small blooms everywhere, Yanbian Baishan National Travel Service is born in the tide of reform and development, occupies the rich geographical resources and human resources in Yanbian area, and develops and expands by using its own resource advantages. From the development of small travel agencies of several people to the present Baishan International Travel Service of Yanbian with a certain scale, the business scope has also expanded from the original Yanbian Korean Autonomous Prefecture of Jilin Province to three northeastern provinces, Hainan, Russia, North Korea, and so on. Because of the bright future of the industry and the rapid development of Yanbian Baishan International Travel Agency, some entrepreneurs with ideas have seen a road to success. As a result, travel agencies large and small in Yanbian area sprang up and developed rapidly, and the establishment and development of small travel agencies around Yanbian had a strong impact on the growth of Yanbian Baishan International Travel Agency. It faces some problems in its development. This paper analyzes the problems faced by Yanbian Baishan National Travel Service from the point of view of service marketing, points out the problems encountered and existing in the process of development of Yanbian Baishan National Travel Service, and formulates service marketing strategies in order to improve and solve the predicament of the company's development. To keep the company going. On the basis of PEST analysis, Porter's five-force model and SWOT analysis, this paper analyzes the advantages and disadvantages, opportunities and threats of Yanbian Baishan CTS, and subdivides the target market of Yanbian Baishan CITS. Then the target market is selected. According to the target market type, make the corresponding service marketing strategy, improve the company's development condition, promote the company's steady development. Establish and implement the corresponding safeguard mechanism and measures to guarantee the smooth implementation of marketing strategy. From the price, product, promotion means, business channels, talent training, service process management, stylistic display and other aspects of the marketing strategy, to formulate security measures. As the main content of the research topic of service marketing strategy of Yanbian Baishan CTS, this paper makes an analysis and judgment from the angle of service marketing, points out the problems, and puts forward the strategy, which has certain reference value for the development of Yanbian Baishan CITS. I hope to be able to promote the sustainable development of enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6;F274

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