A公司大学生旅游市场营销策略研究
发布时间：2018-08-26 18:23
【摘要】：本文通过对A公司大学生旅游市场营销现状分析，找出其营销过程中存在的问题及成因。分析A公司大学生旅游市场外部和内部营销环境，采用TOWS分析法对其进行综合评价，得出A公司要继续发展该项目，就要开发适合大学生的旅游产品；组建大学生旅游项目团队，激励员工推广旅游产品；建立值得信赖的品牌形象；制定“4P”组合营销策略。运用“4P”营销策略制定A公司大学生旅游市场营销策略，包括产品策略、价格策略、品牌策略和促销策略。为确保营销策略的有效实施，，从组织结构调整及人力资源管理保障措施、实施客户关系管理和网站维护及网络营销维护三个方面提出保障措施建议。
[Abstract]:By analyzing the current situation of college students' tourism marketing in company A, this paper finds out the problems and causes in the process of marketing. This paper analyzes the external and internal marketing environment of the college students' tourism market of Company A, and evaluates it comprehensively by using the TOWS analysis method, and draws the conclusion that Company A should develop the tourism products suitable for college students if it wants to continue to develop the project. Set up the university student tour project team, encourage the staff to promote the tourism product, establish the reliable brand image, formulate the "4p" combination marketing strategy. Using the "4p" marketing strategy to formulate the marketing strategy for college students in company A, including product strategy, price strategy, brand strategy and promotion strategy. In order to ensure the effective implementation of marketing strategy, some suggestions are put forward from three aspects: organizational structure adjustment and human resource management safeguard measures, implementation of customer relationship management, website maintenance and network marketing maintenance.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
[Abstract]:By analyzing the current situation of college students' tourism marketing in company A, this paper finds out the problems and causes in the process of marketing. This paper analyzes the external and internal marketing environment of the college students' tourism market of Company A, and evaluates it comprehensively by using the TOWS analysis method, and draws the conclusion that Company A should develop the tourism products suitable for college students if it wants to continue to develop the project. Set up the university student tour project team, encourage the staff to promote the tourism product, establish the reliable brand image, formulate the "4p" combination marketing strategy. Using the "4p" marketing strategy to formulate the marketing strategy for college students in company A, including product strategy, price strategy, brand strategy and promotion strategy. In order to ensure the effective implementation of marketing strategy, some suggestions are put forward from three aspects: organizational structure adjustment and human resource management safeguard measures, implementation of customer relationship management, website maintenance and network marketing maintenance.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
【参考文献】
相关期刊论文 前10条
1 曹继宏;;大学生旅游行为及景区营销策略探讨[J];商业研究;2006年24期
2 王鑫;;大学生旅游市场的开发难度有多大——四川康辉国旅阳光梦想活动案例分析[J];成都教育学院学报;2006年01期
3 李蕾蕾;旅游目的地形象的空间认知过程与规律[J];地理科学;2000年06期
4 杨e
本文编号：2205771
本文链接：https://www.wllwen.com/jingjilunwen/lyjj/2205771.html
