南湖国旅营销策略研究

发布时间：2018-05-29 03:28

本文选题：营销 + 策略　；参考：《西北大学》2013年硕士论文

【摘要】：市场营销活动是一切企业活动的基础,营销策略的研究成为当前企业首要的问题。通过对南湖国旅营销策略的研究,揭示其高速发展与速度减缓的原因,推动营销策略理论研究的发展,引领其他中小企业重视营销策略,提高竞争力,从而推动旅行社行业的发展。本文运用市场营销的STP理论、4P理论及4C理论,运用文献研究法、数量研究法、抽样调查法、个案研究法等,以南湖国旅现有的市场营销策略为出发点,通过对现状的分析提出业务类型单一,客源地市场定位狭窄；产品创新不足；定价形式单一；广告投放不匹配；销售渠道单一等六个问题,针对上述问题进行了具体的原因分析。并对企业市场营销的宏观和微观环境进行了分析。在分析基础上,确定企业发展方向。企业选定组团与接团两大目标市场,确立创新的市场定位,从五个具体方面改进南湖国旅的市场营销策略。改进后的产品策略加大了新产品开发力度,降低了产品成本,提高了服务质量。改进后的价格策略采用多维度价格系统,提高市场竞争获胜机会。改进的后广告策略拓宽了广告投放渠道,合理分配了广告费用。改进后的渠道策略是多渠道并举全方位为客户服务。改进后的顾客策略建立了顾客信息管理系统,对客户价值再挖掘,提高顾客满意度,培育了顾客忠诚度。并从组织、制度、人员、资金、系统五个方面的改善来保障改进方案顺利实施。市场营销策略的理论研究各有侧重,但企业在实际经营过程中,要综合考虑各种因素,制定出适合自身经营的策略。南湖国旅根据自身情况制定的市场营销策略中第一次明确标明其市场导向与顾客导向的并存性质。
[Abstract]:Marketing activity is the basis of all enterprises' activities, and the research of marketing strategy has become the most important problem. Through the research on the marketing strategy of Nanhu CTS, it reveals the reasons of its rapid development and slow down, promotes the development of the theoretical research of marketing strategy, and leads other small and medium-sized enterprises to attach importance to the marketing strategy and improve their competitiveness. So as to promote the development of the travel industry. This paper applies the STP theory of marketing and 4C theory, the literature research method, the quantity research method, the sample investigation method, the case study method, etc., taking the existing marketing strategy of Nanhu National Travel Service as the starting point. Through the analysis of the present situation, six problems are put forward, such as: single business type, narrow market positioning of customers, insufficient product innovation, single pricing form, mismatch of advertising, single sales channel, etc. The specific reasons for the above problems are analyzed. And the macro-and micro-environment of enterprise marketing are analyzed. On the basis of analysis, determine the development direction of enterprises. The enterprise chooses the target market of organizing group and receiving group, establishes the market orientation of innovation, and improves the marketing strategy of Nanhu National Travel Service from five aspects. The improved product strategy increases the strength of new product development, reduces product cost and improves service quality. The improved price strategy adopts multi-dimensional price system to improve the chances of winning the market competition. The improved post-advertising strategy broadens the advertising channels and reasonably allocates advertising expenses. The improved channel strategy is multi-channel and omnidirectional service for customers. The improved customer strategy establishes the customer information management system, reexcavates the customer value, enhances the customer satisfaction, and cultivates the customer loyalty. And from the organization, system, personnel, capital, system five aspects of improvement to ensure the smooth implementation of the improvement program. The theoretical research of marketing strategy has its own emphasis, but in the process of operation, enterprises should consider all kinds of factors synthetically and work out the strategy suitable for their own management. The marketing strategy of Nanhu CITS according to its own situation clearly indicates the coexisting nature of its market orientation and customer orientation for the first time.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.6

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