海南LZ旅行社有限公司营销策略研究

发布时间：2018-01-04 07:40

本文关键词：海南LZ旅行社有限公司营销策略研究　出处：《内蒙古大学》2013年硕士论文　论文类型：学位论文

【摘要】：在2008年北京奥运会胜利举办,全球经济一体化和世界多元化以及中国经济持续增长的多种因素推动下,中国旅游业获得了巨大的发展,其中海南国际旅游岛的建成更是促进了海南旅游业大踏步的向前推进。但是,在飞速发展的同时,我们看到了海南旅游业发展的瓶颈以及现实存在的诸多问题,比如,恶性竞争所带来的“填坑团”,缺乏职业道德的导游和地接社卖团等严重问题。海南旅游存在的问题严重影响了海南旅游业的长足发展,造成了游客整体满意度不高,回头率低的严重后果,最终势必影响海南旅游的品牌形象,损害旅游业的整理利益和长远利益。针对以上现象,本文运用旅游营销相关理论,对海南旅游的发展进行了历史的回顾和现状的分析,分类型对海南旅游资源进行了阐述,采用SWOT分析法对海南LZ旅行社在当今旅游形势下的自身优劣势、机遇和挑战进行了细致分析,提出了海南LZ旅行社的营销策略,即要加速升级观光旅游产品的同时,着力开发特色旅游产品、深度挖掘文化旅游产品,同时调整产品要素的地理分布；促销策略上一方面要继续发挥传统促销手段的作用,另一方面充分利用信息技术发展所带来的好处,建立网络营销平台,重视智能手机的作用,利用数据库掌握客户信息和消费习惯,还可以通过举办产品推荐会拉近与客户的距离,增加客户会对自身产品的熟悉程度。渠道创新做到充分利用区域优势,发展地区连线营销,上下游供货商合作营销,旅游客源地组团社联合营销,充分利用分公司以及驻外办事处的销售网络；价格策略上要做到价格规范性与灵活性并重。除此之外,地接社还要把满足客户的需求作为自身工作的灵魂。
[Abstract]:In 2008, with the success of the Beijing Olympic Games, the global economic integration, the diversification of the world and the sustained growth of China's economy, China's tourism industry has achieved tremendous development. Among them, the completion of Hainan International Tourism Island has promoted Hainan's tourism industry to advance. However, with the rapid development of Hainan tourism, we see the bottleneck of Hainan tourism development and many problems in reality. For example, the vicious competition has brought serious problems, such as the "pit packing group", the lack of professional ethics tour guide and the sale group, etc. The tourism problems in Hainan have seriously affected the rapid development of Hainan tourism. As a result, the overall satisfaction of tourists is not high and the rate of turning back is low. Finally, it will inevitably affect the brand image of Hainan tourism, damage the interests of tourism consolidation and long-term interests. Based on the theory of tourism marketing, this paper reviews the development of Hainan tourism and analyzes the present situation, and expounds the tourism resources of Hainan by type. This paper analyzes the advantages and disadvantages, opportunities and challenges of Hainan LZ travel agency under the current tourism situation by using SWOT analysis method, and puts forward the marketing strategy of Hainan LZ travel agency. That is to speed up the upgrading of tourism products at the same time, focus on the development of characteristic tourism products, in-depth mining cultural tourism products, while adjusting the geographical distribution of product elements; On the one hand, the promotion strategy should continue to play the role of traditional means of promotion, on the other hand, make full use of the benefits brought by the development of information technology, establish a network marketing platform, and attach importance to the role of smart phones. Using the database to master customer information and consumption habits, we can also close the distance between customers and customers by holding product recommendations, increase the degree of familiarity with their own products, channel innovation to make full use of regional advantages. Development of regional marketing, upstream and downstream suppliers cooperation marketing, tourism groups and agencies joint marketing, make full use of branches and overseas offices sales network; Price strategy should pay equal attention to price standardization and flexibility. In addition, the local agencies should regard meeting the needs of customers as the soul of their own work.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274

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