泰国旅游产品在上海的营销策略研究
发布时间：2018-12-13 12:14
【摘要】：泰国是个令人神往的国家，在全世界最受欢迎的旅游目的地的排行榜上，泰国历年来一直位居前十位，并以其特有的阳光、沙滩、美食和文化吸引着来自世界各地的游客。泰国作为第一批向中国游客开放的旅游目的地，近二十年来，一直受到中国游客的欢迎。但是在这表面繁华的背后，，却隐藏着巨大的隐患。目前，泰国游旅游产品存在着产品单一、虚假广告、削价竞争、欺骗消费、操作不规范和低层次竞争等各种问题。特别是近几年来，泰国旅游的国家形象受到很大的损害，中国赴泰旅游人数非但没有上升，反而呈现下降趋势。从市场调查的结果来看，原因多样且复杂。泰国需要做出及时的调整，推出适当而及时的营销组合。 上海是中国最繁华的大都市之一，也是赴泰国旅游的重要市场。目前的上海旅游市场，充满着各种各样的旅游产品，市场上的竞争非常激烈。虽然泰国旅游产品拥有与众不同的旅游吸引物，性价比较高，但是其缺乏创新性，越来越难以满足消费者的需求。因此，泰国旅游产品的市场需求的情况如何？哪些因素影响了购买泰国旅游产品的消费行为？为了符合游客的消费行为应该采取哪些市场营销组合？这些都是值得研究的地方。 本文以购买泰国旅游产品的上海消费者为研究对象，以消费购买行为理论为切入点，通过理论研究和实践研究，对泰国旅游产品和上海出境旅游市场做出了客观的分析，在此基础上，运用经典营销理论，从价格、产品、分销和促销角度提出了解决策略，以期促进泰国旅游产品在上海市场的发展。
[Abstract]:Thailand is an amazing country, ranking among the world's most popular tourist destinations in the top 10 over the years and attracting visitors from around the world with its unique sun, beaches, food and culture. Thailand, the first tourist destination to be opened to Chinese tourists, has been welcomed by Chinese tourists for nearly 20 years. But in this surface bustling behind, but hides the huge hidden danger. At present, there are many problems such as single product, false advertisement, low price competition, deceptive consumption, nonstandard operation and low level competition. Especially in recent years, the national image of Thailand's tourism has been greatly damaged, and the number of Chinese tourists to Thailand has not increased, but has shown a downward trend. From the market survey results, the reasons are diverse and complex. Thailand needs to make timely adjustments to introduce an appropriate and timely marketing mix. Shanghai is one of the most prosperous cities in China and an important market for Thailand. At present, the Shanghai tourism market is full of all kinds of tourism products, the competition in the market is very fierce. Although Thailand's tourism products have distinctive tourist attraction and high value for money, they lack innovation and are becoming more and more difficult to meet the needs of consumers. So what is the market demand for tourism products in Thailand? What factors affect the consumption of Thai tourism products? What marketing mix should be adopted in order to conform to tourists' consumption behavior? These are all areas worth studying. This paper takes the Shanghai consumers who buy Thailand tourism products as the research object, takes the consumption purchase behavior theory as the breakthrough point, through the theoretical research and the practice research, has made the objective analysis to the Thailand tourism products and the Shanghai outbound tourism market. On the basis of this, using the classical marketing theory, this paper puts forward the solution strategy from the angle of price, product, distribution and promotion, in order to promote the development of Thailand tourism products in Shanghai market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.36
[Abstract]:Thailand is an amazing country, ranking among the world's most popular tourist destinations in the top 10 over the years and attracting visitors from around the world with its unique sun, beaches, food and culture. Thailand, the first tourist destination to be opened to Chinese tourists, has been welcomed by Chinese tourists for nearly 20 years. But in this surface bustling behind, but hides the huge hidden danger. At present, there are many problems such as single product, false advertisement, low price competition, deceptive consumption, nonstandard operation and low level competition. Especially in recent years, the national image of Thailand's tourism has been greatly damaged, and the number of Chinese tourists to Thailand has not increased, but has shown a downward trend. From the market survey results, the reasons are diverse and complex. Thailand needs to make timely adjustments to introduce an appropriate and timely marketing mix. Shanghai is one of the most prosperous cities in China and an important market for Thailand. At present, the Shanghai tourism market is full of all kinds of tourism products, the competition in the market is very fierce. Although Thailand's tourism products have distinctive tourist attraction and high value for money, they lack innovation and are becoming more and more difficult to meet the needs of consumers. So what is the market demand for tourism products in Thailand? What factors affect the consumption of Thai tourism products? What marketing mix should be adopted in order to conform to tourists' consumption behavior? These are all areas worth studying. This paper takes the Shanghai consumers who buy Thailand tourism products as the research object, takes the consumption purchase behavior theory as the breakthrough point, through the theoretical research and the practice research, has made the objective analysis to the Thailand tourism products and the Shanghai outbound tourism market. On the basis of this, using the classical marketing theory, this paper puts forward the solution strategy from the angle of price, product, distribution and promotion, in order to promote the development of Thailand tourism products in Shanghai market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.36
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