河南康辉国际旅行社市场营销管理研究

发布时间：2018-02-21 18:02

本文关键词： 河南康辉国际旅行社市场营销管理问题对策　出处：《河南大学》2012年硕士论文　论文类型：学位论文

【摘要】：由于提高了我国人民的生活水准，尤其是国内近几年以来的旅游发展，在很大的程度上增加了我国的旅游行业。可是伴随旅行社行业的不断的飞速发展，而旅行社企业的竞争力也越来越激烈。适当的竞争力理所当然对企业的发展有帮助，可是现在我国旅行社行业的竞争的方法很简单，而通常每个旅行社之间的竞争方式都使用的价格营销，，在很多方面上并没有很多创新的营销方式，例如产品等。只注重价格竞争不仅将旅行社自身的利益损害了，还将消费者的利益也损害了。在这个条件下各个旅游业所面对的问题就是怎样脱离现在的恶性竞争环境。本论文将河南康辉国际旅行社作为例子，从四个方面定量与定性进行了深入的分析，即企业的外部环境、内部环境、发展历史以及现在的市场地位，从而确定了河南康辉国际旅行社的市场地位，给该旅行社制定了将目前有的旅游观光团队市场作为依靠，逐渐向专业和专项的旅游市场实现的营销目的，完成该旅行社通过中低端市场转向中高端市场的市场战略方针。
[Abstract]:Since the living standards of our people have been improved, especially the development of tourism in China in recent years, it has greatly increased the tourism industry in our country. However, with the continuous rapid development of the travel agency industry, The competitiveness of travel agency enterprises is becoming more and more fierce. Proper competitiveness is certainly helpful to the development of enterprises, but now the method of competition in travel agencies in China is very simple. In many respects, there are not many innovative marketing methods, such as products. Only focusing on price competition will not only harm the interests of the travel agencies themselves. In this case, the problem facing the tourism industry is how to get out of the current vicious competition environment. This paper takes Henan Kanghui International Travel Service as an example, and analyzes it quantitatively and qualitatively from four aspects: external environment, internal environment, development history and present market position. As a result, the market position of Henan Kanghui International Travel Agency was determined, and the marketing goal for the travel agency to gradually realize the professional and special tourism market by relying on the current tourism team market was established. Complete the travel agency through the low-end market to the high-end market strategy.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6;F274

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