四川中青旅行社服务营销策略研究

发布时间：2018-03-07 14:27

本文选题：旅行社　切入点：电子商务　出处：《西南交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国旅行社业不断发展,旅游电子商务作为重要技术手段逐渐发挥其巨大潜力及价值,并且具有广阔的发展前景。四川省旅游资源非常丰富,具有红、古、绿等特色。以四川中青旅行社为代表的一批四川旅行社如何快速突显电子商务的独特价值和吸引力,使得产业升级与科学布局,实现可持续发展。因此,短期目标是实现旅行社经济效益提高,长期目标是成功塑造旅行社品牌形象和价值。这对于四川旅行社乃至整个旅游行业而言,是行业发展机遇更是至关重要的挑战。本文以互联网发展和电子商务为研究视角,对四川中青旅行社营销的现状和存在问题、加快旅行社建设与发展的策略进行思考和探讨。论文主要内容如下:第一部分是绪论。包括课题的研究背景、研究目的与意义、研究内容以及研究方法。第二部分是概念界定及国内外文献综述。对旅行社及旅行社服务营销相关概念进行概述,阐述了国内外对旅行社服务营销的研究状况。第三部分,四川中青旅行社的实证研究。立足产品、定价、渠道传播、促销手段、人员管理等几方面,从多角度和不同作用出发,阐述了四川中青旅行社服务营销现状。通过调查问卷方式,深入分析四川中青旅行社服务营销存在的问题。第四部分新时期四川中青旅行社服务营销策略。论文指出,首先要构建全面的旅行社服务营销理念;其次是整合多维的产品资源,逐步扩大复利的网络市场;第三,推出更能满足个性化需求的旅游产品,创立全新品牌形象,第四,要促使旅行社内部组织不断改革升级,提高服务人员素质。最后,做好旅行社售后服务功能延伸,提高顾客满意度。最后,归纳总结全文,指出四川省旅行社要以电子商务建设为契机,通过改进旅行社现行服务营销策略,重新塑造旅行社品牌形象,从而增强旅行社综合实力。
[Abstract]:With the continuous development of travel agency industry in China, tourism electronic commerce, as an important technical means, gradually exerts its great potential and value, and has a broad development prospect. Sichuan Province is rich in tourism resources, red and ancient, Green and other characteristics. How to quickly highlight the unique value and attractiveness of electronic commerce by a group of Sichuan travel agencies represented by Sichuan Zhongqing Travel Agency, make industry upgrade and scientific layout, and realize sustainable development. The short-term goal is to improve the economic benefits of travel agencies, and the long-term goal is to successfully build the brand image and value of travel agencies. This paper, from the perspective of Internet development and electronic commerce, analyzes the current situation and existing problems of travel agency marketing in Zhongqing, Sichuan, from the perspective of Internet development and electronic commerce. The main contents of this paper are as follows: the first part is the introduction, including the research background, purpose and significance of the subject. The second part is the definition of the concept and literature review at home and abroad. The related concepts of travel agency and travel agency service marketing are summarized, and the research status of travel agency service marketing at home and abroad is expounded. The third part, The empirical study of Sichuan Zhongqing Travel Agency. Based on the product, pricing, channel communication, promotion means, personnel management and other aspects, from various angles and different roles, This paper expounds the present situation of service marketing of Zhongqing travel agency in Sichuan province, analyzes deeply the problems existing in service marketing of Sichuan Zhongqing travel agency through questionnaire, and points out the service marketing strategy of Sichuan Zhongqing travel agency in the new period of 4th. First, it is necessary to construct a comprehensive concept of travel agency service marketing; secondly, to integrate multi-dimensional product resources and expand the network market of compound interest step by step; third, to introduce tourism products that can better meet the needs of individuation, and to create a brand new image, 4th, It is necessary to continuously reform and upgrade the internal organization of travel agencies and improve the quality of service personnel. Finally, we should do a good job in extending the after-sales service functions of travel agencies to improve customer satisfaction. Finally, we will sum up the full text. It is pointed out that Sichuan travel agency should take the construction of electronic commerce as a turning point, improve the current service marketing strategy of travel agency, remodel the brand image of travel agency, and enhance the comprehensive strength of travel agency.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.6

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