XX旅行社滑雪主题产品市场营销管理

发布时间：2019-06-03 07:44

【摘要】：随着世界经济的发展，旅游逐渐成为普通人日常消费生活中的一部分，旅游经济已经成为世界经济体中的一个重要组成部分，酒店、交通、旅行社成为旅游经济的三大支柱。近年来，在经济发展推动之下，我国的旅游产业迅速发展，由于准入门槛较低，旅行社大量出现，市场竞争激烈。大部分中小旅行社面临产品创新程度低、同质化严重、高端管理人才缺乏等问题，在竞争日趋激烈的今天，如何在竞争中生存，差异化竞争是大多数旅行社的选择。本文研究的对象是一家位于黑龙江省哈尔滨市的小型旅行社，，在产品方面以提供海外旅游中低端产品为主，为了摆脱严重同质化竞争，旅行社尝试开辟高端滑雪产品，本文针对此内容进行了研究。本文首先对研究的背景及意义；国内外研究现状、研究的思路及主要的研究方法。其次，对本文的研究理论进行了相关的介绍；再次，对XX旅行社滑雪主题产品的现状、问题及成因进行了分析；并对旅行社进行了SWOT分析，明确了自身的优势、劣势、机会、威胁，并以此制定了相应的营销策略，同时为了保障策略的实施提出了相关的保障措施。最后对本文进行了总结得出了相关的结论。
[Abstract]:With the development of the world economy, tourism has gradually become a part of the daily consumption life of ordinary people. Tourism economy has become an important part of the world economy. Hotels, transportation and travel agencies have become the three pillars of the tourism economy. In recent years, driven by economic development, China's tourism industry has developed rapidly. Because of the low entry threshold, a large number of travel agencies have appeared, and the market competition is fierce. Most small and medium-sized travel agencies are faced with the problems of low degree of product innovation, serious homogenization, lack of high-end management talents and so on. In today's increasingly fierce competition, how to survive in the competition, differential competition is the choice of most travel agencies. The object of this paper is a small travel agency located in Harbin, Heilongjiang Province. In terms of products, it mainly provides low-end products in overseas tourism. In order to get rid of serious homogenization competition, travel agencies try to open up high-end skiing products. In this paper, this content is studied. First of all, this paper focuses on the background and significance of the study, the research status at home and abroad, the research ideas and the main research methods. Secondly, the research theory of this paper is introduced. Thirdly, the present situation, problems and causes of skiing theme products of XX travel agency are analyzed. The SWOT analysis of the travel agency is carried out, and its own advantages, disadvantages, opportunities and threats are clarified, and the corresponding marketing strategy is formulated. At the same time, the relevant safeguard measures are put forward for the implementation of the guarantee strategy. Finally, this paper summarizes the relevant conclusions.
【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】：F274;F592.6

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