S商旅服务公司营销策略研究

发布时间：2018-03-18 18:00

本文选题：酒店预订　切入点：商旅服务　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的发展,国内外商务及休闲旅行需求也与日俱增。目前国内已有CTRIP、ELONG等大公司从事商旅服务,但从市场需求来看,远远不能满足广大旅行者的需要。一些中小型商旅服务机构应运而生,但由于各种原因,往往在市场竞争中昙花一现。中小型商旅服务公司如何能独辟蹊径,在市场竞争中立于不败之地,有效补充商旅市场需求,有着极其重要的现实意义。本文应用市场营销和服务行业的理论,对S商旅服务公司的营销策略进行分析。首先,论文对S公司所处的营销环境进行分析：从政治法律环境、宏观经济环境、社会文化环境、自然环境四方面分析了S公司所处的营销宏观环境；根据迈克尔·波特的产业结构理论,以波特的产业竞争五力模型为基础,对行业的竞争现状进行分析；从旅行行业整体发展及顾客需求方面对S公司的市场需求进行分析；在对公司内部环境详细分析的基础上,运用SWOT分析工具,研讨了公司市场发展的优势和劣势、机会和威胁。其次,论文在对国内外旅行者需求特征进行总结的基础上,做出客户市场细分,分析并确定了S公司的目标市场及定位。接下来,论文结合公司的具体经营情况,运用服务营销学知识,从产品、价格、渠道、促销、人员、有形展示、过程方面提出公司的7P营销组合策略。最后,论文从组织结构、报酬制度、企业文化、员工培训、危机处理等方面提出策略实施的保障措施。本文所探讨的市场营销策略将用于S商旅服务公司未来的市场营销工作实践中,期望通过该研究的应用,促进公司营销管理工作的优化,增强S公司在激烈市场竞争中的差异化优势,并对其他中小型商旅公司发展起到借鉴作用。
[Abstract]:With the development of China's economy, the demand for business and leisure travel is increasing at home and abroad. At present, there are some large companies, such as CTRIPPERONG, which are engaged in business travel services, but from the point of view of market demand, Far from being able to meet the needs of the vast number of travelers. Some small and medium-sized business travel service organizations came into being, but for various reasons, they are often short-lived in the market competition. How can small and medium-sized business travel service companies find their own way? It is of great practical significance to establish an invincible position in the market competition and effectively supplement the demand of the business travel market. This paper applies the theory of marketing and service industry to analyze the marketing strategy of S Business Travel Service Company. Firstly, the paper analyzes the marketing environment of S Company: from the political and legal environment, macroeconomic environment, Social and cultural environment, natural environment, the marketing macro environment of S company, according to Michael Porter's theory of industrial structure, based on Porter's five-force model of industrial competition, to analyze the current situation of industry competition; This paper analyzes the market demand of S Company from the aspects of the overall development of the travel industry and customer demand. On the basis of the detailed analysis of the company's internal environment, it discusses the advantages and disadvantages of the company's market development by using the SWOT analysis tool. Secondly, on the basis of summarizing the characteristics of domestic and foreign travelers' needs, the paper makes a customer market segmentation, analyzes and determines the target market and positioning of S Company. Next, the paper combines the company's specific management situation. Using the knowledge of service marketing, the paper puts forward the company's 7P marketing combination strategy from the aspects of product, price, channel, promotion, personnel, physical display and process. Finally, the paper discusses the organization structure, compensation system, corporate culture, employee training, etc. Crisis management and other aspects of strategic implementation of the security measures. The marketing strategy discussed in this paper will be used in the marketing practice of S Business Travel Service Company in the future. It is expected that the application of this research will promote the optimization of the marketing management of the company. Enhance S company's differentiation advantage in the fierce market competition, and play a reference role in the development of other small and medium-sized business travel companies.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.6

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