小旅游企业提供高端定制旅游服务的营销分析

发布时间：2018-10-14 12:09

【摘要】：随着旅游业的发展,旅行社将面临两部分客源市场：一是高端旅游市场；一是大众观光旅游市场。对于高端旅游者,旅行社将以特色取胜,突出产品与服务优势；而对于后者,旅行社将以规模化经营取胜,突出价格优势；两者齐头并进。目前国内的大多数旅游企业往往过多关注激进式的价格大战而忽略了产品的创新,千篇一律的规模化经营更谈不上服务的跟进。而在国际上,非大众观光旅游市场的比例已经达到了77.5%。因此,小旅游企业在不具备规模优势的前提下,要想在竞争中抢占先机,必须要明确定位高端、占领高端。同时,对于旅游企业来讲,产品和游线容易被克隆是普遍存在的问题,而定位高端定制旅游市场是基于尊重每一位顾客的个性化需求,开发具有高附加值的、一对一定制的产品,同时,高端旅游企业对员工和导游服务人员等投入大量的物力和精力进行专业素养培训和企业文化的精心培养,这样的特色产品和人性化服务往往是很难被克隆的。因此,小旅游企业要在市场竞争激烈的大环境下,明确定位高端定制旅游市场,并通过提升产品和服务质量来规避价格战并赢得企业核心竞争力。只有这样,小旅游企业才能创造可持续发展的盈利模式并在激烈的市场竞争中成功立足。本文将通过对小旅游企业提供高端定制旅游服务的营销分析与研究,一方面尝试进一步丰富旅游营销理论；另一方面也为作者正在创办的以提供高端定制旅游服务为核心业务的小旅游企业发展提供参考意见。
[Abstract]:With the development of tourism, travel agencies will face two parts of the tourist market: one is the high-end tourism market, the other is the mass tourism market. For high-end tourists, the travel agency will win by its characteristics, highlighting the advantages of products and services; for the latter, the travel agency will win by large-scale operation, highlighting the price advantage; the two will go hand in hand. At present, most domestic tourism enterprises tend to pay too much attention to the radical price wars and ignore the innovation of products. Internationally, the non-mass tourism market has reached 77.5 percent. Therefore, small tourism enterprises in the absence of the premise of scale advantage, in order to seize the first opportunity in the competition, we must clearly position the high-end, occupy the high-end. At the same time, for tourism enterprises, the easy cloning of products and tour lines is a common problem, and positioning high-end customized tourism market is based on respect for the individual needs of each customer, development with high added value. One to one customized products, at the same time, high-end tourism enterprises to staff and tour guide service personnel and so on a lot of material resources and energy for professional literacy training and corporate culture careful cultivation, Such characteristic products and humanized services are often difficult to clone. Therefore, small tourism enterprises should clearly position the high-end custom-made tourism market in the environment of fierce market competition, and by improving the quality of products and services to avoid the price war and win the core competitiveness of enterprises. Only in this way, small tourism enterprises can create sustainable development profit model and succeed in the fierce market competition. This paper will try to enrich the theory of tourism marketing by analyzing and researching the marketing of high-end custom-made tourism service provided by small tourism enterprises on the one hand; On the other hand, it also provides the reference for the development of the small tourism enterprises which provide high-end custom-made tourism service as the core business.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.6

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