湖南省中国国际旅行社服务营销策略研究
发布时间：2018-12-07 07:13
【摘要】：随着我国居民收入的增长,旅游业的快速发展受到了很大的推动。各大旅行社的规模也在逐渐扩大,但是旅行社的净利润却在不断减少。主要原因有：低门槛导致众多新进入者抢占市场。旅游产品缺乏创新和差异化,导致各旅行社之间通过价格竞争来抢占客源。然而旅游服务标准的缺失也使得旅行社在消费者心中的地位受到一定的影响。各种人为干扰因素以及自然环境因素都影响着消费者对旅游服务的满意程度。这也充分说明,旅游服务与其他服务行业有很多不同之处。 本文从湖南省中国国际旅行社有限公司的营销现状出发,通过服务营销的分析方法,分析了湖南国旅当前的营销现状。发现湖南国旅在服务质量、信息化、产品开发、人员素质等方面都存在很多问题。用高级SWOT和VRIO模型分析了湖南国旅服务营销的内外部环境,找出公司和竞争对手之间的差距,明确了公司的核心竞争力,并且得出结论,公司所处的营销环境适合于增长型战略。之后,通过对服务消费行为的分析和市场细分的分析对公司目前所处的市场进行了深入研究,找到了公司应该选择的目标市场,明确了公司的市场定位,需要瞄准中高端市场,同时合理控制好成本。 在上述分析的基础上,以7Ps服务营销组合等理论为指导,从产品、价格、促销、渠道、有形展示、内部营销、服务过程方面对湖南国旅现有的营销策略提出了改进后的优化方案。在产品策略方面,通过产品生命周期分析,找到公司最需要的产品组合。通过附加服务的分析和设计,提出了突出公司产品个性化的方案。在促销策略方面,论证了服务沟通对于服务促销的重要性。在有形展示策略中,详细分析了服务环境设计的各个要素。通过顾客、员工满意度分析提出了如何开展好内部营销的方法。在服务过程策略中,用服务蓝图的方法,将服务过程的设计细分到各个关键点,并提出服务流程的改进办法。最后对公司服务营销策略实施和保障进行了分析,以加强客户关系管理和企业文化建设来实现公司服务营销策略的有效实施,其中还对网络服务平台提出了优化建议。
[Abstract]:With the increase of income, the rapid development of tourism has been greatly promoted. Travel agencies are growing in size, but net profits are shrinking. The main reason is: low threshold leads to a large number of new entrants to seize the market. The lack of innovation and differentiation of tourism products leads to price competition among travel agencies to seize the source of tourists. However, the lack of tourism service standards also makes travel agencies in the mind of consumers by a certain impact. All kinds of human interference factors and natural environment factors affect the satisfaction of consumers with tourism services. This fully shows that there are many differences between tourism services and other service industries. Based on the marketing situation of Hunan China International Travel Service Co., Ltd., this paper analyzes the current marketing situation of Hunan CTS through the analysis method of service marketing. It is found that Hunan CTS has many problems in service quality, informatization, product development and personnel quality. This paper analyzes the internal and external environment of Hunan CTS service marketing by using advanced SWOT and VRIO models, finds out the gap between the company and its competitors, clarifies the core competitiveness of the company, and draws a conclusion. The marketing environment of the company is suitable for the growth strategy. After that, through the analysis of the service consumption behavior and the market segmentation, the paper deeply studies the market in which the company is located, finds out the target market that the company should choose, defines the market position of the company, and needs to aim at the middle and high end market. At the same time, reasonable cost control. On the basis of the above analysis, guided by the theory of 7Ps service marketing mix, from the product, price, promotion, channel, visible display, internal marketing, In the aspect of service process, the paper puts forward the optimized scheme of Hunan National Travel Service's existing marketing strategy. In product strategy, through product life cycle analysis, to find the most needed product portfolio. Through the analysis and design of the additional service, the paper puts forward the scheme to highlight the individuation of the company's products. In the aspect of promotion strategy, the importance of service communication to service promotion is demonstrated. In the visible display strategy, the factors of service environment design are analyzed in detail. Through the analysis of customer and employee satisfaction, this paper puts forward the method of how to carry out internal marketing. In the service process strategy, the design of service process is subdivided into each key point by the method of service blueprint, and the improvement method of service process is put forward. Finally, the implementation and guarantee of company service marketing strategy are analyzed in order to strengthen customer relationship management and enterprise culture construction to realize the effective implementation of company service marketing strategy.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274
本文编号：2366796
[Abstract]:With the increase of income, the rapid development of tourism has been greatly promoted. Travel agencies are growing in size, but net profits are shrinking. The main reason is: low threshold leads to a large number of new entrants to seize the market. The lack of innovation and differentiation of tourism products leads to price competition among travel agencies to seize the source of tourists. However, the lack of tourism service standards also makes travel agencies in the mind of consumers by a certain impact. All kinds of human interference factors and natural environment factors affect the satisfaction of consumers with tourism services. This fully shows that there are many differences between tourism services and other service industries. Based on the marketing situation of Hunan China International Travel Service Co., Ltd., this paper analyzes the current marketing situation of Hunan CTS through the analysis method of service marketing. It is found that Hunan CTS has many problems in service quality, informatization, product development and personnel quality. This paper analyzes the internal and external environment of Hunan CTS service marketing by using advanced SWOT and VRIO models, finds out the gap between the company and its competitors, clarifies the core competitiveness of the company, and draws a conclusion. The marketing environment of the company is suitable for the growth strategy. After that, through the analysis of the service consumption behavior and the market segmentation, the paper deeply studies the market in which the company is located, finds out the target market that the company should choose, defines the market position of the company, and needs to aim at the middle and high end market. At the same time, reasonable cost control. On the basis of the above analysis, guided by the theory of 7Ps service marketing mix, from the product, price, promotion, channel, visible display, internal marketing, In the aspect of service process, the paper puts forward the optimized scheme of Hunan National Travel Service's existing marketing strategy. In product strategy, through product life cycle analysis, to find the most needed product portfolio. Through the analysis and design of the additional service, the paper puts forward the scheme to highlight the individuation of the company's products. In the aspect of promotion strategy, the importance of service communication to service promotion is demonstrated. In the visible display strategy, the factors of service environment design are analyzed in detail. Through the analysis of customer and employee satisfaction, this paper puts forward the method of how to carry out internal marketing. In the service process strategy, the design of service process is subdivided into each key point by the method of service blueprint, and the improvement method of service process is put forward. Finally, the implementation and guarantee of company service marketing strategy are analyzed in order to strengthen customer relationship management and enterprise culture construction to realize the effective implementation of company service marketing strategy.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274
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