中国国旅宁波公司出境游业务营销策略研究

发布时间：2018-02-16 22:43

本文关键词： 出境游营销品牌　出处：《宁波大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国的国力增强,国民收入的不断提高,加上境外旅游目的地的开放和签证手续的简化,越来越多的游客选择出境游,2014年出境游人数达到1.16亿人次。中国国旅宁波公司在经历五年的发展,已经成长为宁波地区规模最大、板块最全、实力最强的综合性旅行社。出境游又一直是公司发展的重要支柱板块,面对增长速度如此快的出境游市场,应该明确营销策略,找准市场定位,增强企业的核心竞争力,实现资源和客源的掌握。本文的研究思路是以中国国旅宁波公司的出境游营销策略作为主线,通过大量的文献资料和数据收集,对营销理论做了详细的论述。通过对内部环境的企业结构状况、内部资源、业务经营情况,和外部环境消费者需求、竞争对手、合作者的分析,对现有的两个主要渠道批发渠道、零售渠道加以研究。同时,通过对市场的细分和定位,从产品、价格、渠道、促销四个营销组合的论述,明确了中国国旅宁波公司的营销策略。最后,本文对营销环节中的营销部门的管理、建设,营销队伍的建立和发展,加强应收款的控制管理和广告费的使用管理进行了设计,从而使各个部门能够能加协调一致,并且优化营销管理机制,使营销战略得以实施发展。希望通过本文的营销策略研究,能对中国国旅宁波公司今后的发展起到一定的帮助作用,在线上旅游快速发展的过程中能够迎合市场的发展,依托强大的线下资源,实现线上线下共发展。也希望能对国旅系统内的其他类似地区的兄弟企业提供一定的借鉴意义,为新时代下的传统旅行社找到一条适合发展的路。
[Abstract]:As China's national strength grows and its national income continues to rise, and with the opening up of overseas tourist destinations and the simplification of visa procedures, In 2014, more and more tourists chose to travel abroad. In 2014, the number of outbound tourists reached 116 million. After five years of development, China National Travel Ningbo has grown into the largest area in Ningbo and the most complete plate. The most powerful comprehensive travel agency. Outbound travel has always been an important pillar of the company's development. In the face of such a fast-growing outbound travel market, we should clearly define marketing strategies, find the right market position, and enhance the core competitiveness of enterprises. The research idea of this paper is to take the outbound tour marketing strategy of China National Travel Company of Ningbo as the main line, through a lot of documents and data collection, Through the analysis of the internal environment of the enterprise structure, internal resources, business operations, and external environment consumer needs, competitors, partners, At the same time, through the market segmentation and positioning, from the product, the price, the channel, the promotion four marketing combination discussion, Finally, this paper designs the management, construction, establishment and development of the marketing team, strengthening the control and management of the receivables and the use of advertising expenses in the marketing links. So that all departments can be coordinated, and optimize the marketing management mechanism, so that marketing strategy can be implemented and developed. Can play a certain role in helping the future development of China National Travel Ningbo Company. During the rapid development of online tourism, it can cater to the development of the market and rely on strong offline resources. It also hopes to provide some reference for the brothers in other similar areas in the China Travel Service system, and find a suitable way for the traditional travel agencies in the new era.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6;F274

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