大连火车头国旅采摘游项目市场营销研究

发布时间：2018-03-11 16:52

本文选题：市场营销　切入点：环境分析　出处：《大连理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国改革开放的不断推进,经济发展取得了瞩目的成绩,人民生活水平日益提高,人们更加注重追求自己的精神需求,旅游业逐渐成为了支柱型产业。许多城市将旅游业作为了本地的新的经济增长点,为了提高自身竞争力,吸引大量游客,旅游营销亦越来越受到重视。大连作为国内知名的旅游城市,拥有众多优良的旅游资源以及完善的城市基础设施、硬件设施等。如何高效利用旅游资源,充分开展旅游营销活动,宏观调控好各利益主体的营销成本和利益是众多旅行社企业需要面对的问题。本文将大连火车头国际旅行社作为研究对象,首先指出了其在大连采摘项目上存在的问题,如目标市场不明确、市场定位不清晰、营销手段陈旧等,同时分析了该公司的市场内外部环境。而后对STP营销理论,4Ps理论进行了介绍,将旅游营销理论与采摘项目营销实例相结合,科学、充分地对该公司进行剖析。在第三章详尽分析了外部营销环境和内部环境,为营销方案的制定做好可行性分析。最后结合大连火车头国际旅行社的实际经营状况和现有资源,根据统计数据等,科学提出了该公司的市场细分、目标市场选择以及其市场定位。给出详尽的组合营销策略,如定价、产品等。本文从大连火车头国际旅行社经营的实际出发,结合现有市场营销理论,给出了科学详尽的旅游营销方案,对大连市旅游营销规划有一定的参考价值,对其他同规模旅行社也具有一定的借鉴意义。
[Abstract]:With the continuous promotion of reform and opening up in China, the economic development has made remarkable achievements, the living standards of the people are improving day by day, and people pay more attention to pursuing their own spiritual needs. Tourism has gradually become a pillar industry. Many cities regard tourism as a new economic growth point. In order to improve their competitiveness and attract a large number of tourists, As a well-known tourist city in China, Dalian has many excellent tourist resources, perfect urban infrastructure, hardware facilities, etc. How to utilize tourism resources efficiently, It is a problem for many travel agencies to carry out tourism marketing activities and control the marketing costs and interests of various stakeholders. This paper takes Dalian Locomotive International Travel Service as the research object. First of all, it points out the problems existing in Dalian picking project, such as unclear target market, unclear market positioning, obsolete marketing methods, etc. At the same time, the paper analyzes the internal and external market environment of the company, and then introduces the STP marketing theory and 4Ps theory, which combines the tourism marketing theory with the picking project marketing example. In the third chapter, the external marketing environment and internal environment are analyzed in detail, and the feasibility analysis is made for the formulation of marketing scheme. Finally, combining with the actual operating situation and existing resources of Dalian locomotive international travel agency, According to the statistical data, this paper scientifically puts forward the market segmentation, target market selection and market orientation of the company, and gives detailed combination marketing strategies, such as pricing, products, etc. This paper starts from the actual operation of Dalian locomotive international travel agency. Combined with the existing marketing theory, this paper gives a scientific and detailed tourism marketing plan, which has certain reference value for Dalian tourism marketing planning, and also has certain reference significance for other travel agencies of the same size.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F592.6

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