兰州四方旅行社市场营销策略研究

发布时间：2019-06-27 10:11

【摘要】：目前,特别是在西北地区,旅行社作为一个行业来看其特点是：小型旅行社众多,就业人数总量亦多。其生存与发展对于整个社会和个人均有重要意义,而小型旅行社又普遍缺乏明确的经营理念和市场营销策略,当然,兰州四方旅行社也身在其中。本文关注的焦点首先从旅行社的营销哲学和营销理念开始,然后在此框架下讨论了与旅行社营销有关的服务文化与服务营销的特征,旅游市场细分、目标市场选择和市场定位,以及消费者市场与消费者购买行为等理论问题。旅行社市场营销策略的制定,离不开对旅行社市场营销环境和营销现状的分析。围绕着本文所关注的焦点,对兰州四方旅行社的营销环境和营销现状进行了比较详尽的分析,这包括四方旅行社的宏观、微观和自身的环境。尤其是对四方旅行社的微观环境,几乎涉及了旅行社可能遇到的各种关系,比如,供应商、直接客户、旅游批发商和某些代理商等。通过环境分析,在提出问题和发现原因的基础上,确定了四方旅行社目标市场与市场定位,提出了四方旅行社基本市场战略和目标体系,并对兰州四方旅行社比较关心的营销策略问题,取其必要,重点探讨了人员、广告、定价、产品开发以及网络营销等五个方面的问题。本文对营销策略执行与控制的论述,在简要的介绍支持营销策略实施保障之后,重点仍然以营销哲学和营销理念为基础讨论控制问题。避免空洞的营销目标和简单地以惩罚为基础的目标控制导向。正像产品质量管理理论中常说的,“质量是生产出来的,不是控制出来的”。通过制定合理的营销目标、帮助和鼓励性的定期评价,以及适时的调整,来达到对营销策略和计划控制的目的。
[Abstract]:At present, especially in the northwest area, the travel agency, as an industry, is characterized by a large number of small travel agencies and a large number of employment. Its existence and development are of great significance to the whole society and every person, and the small travel agency has a general lack of clear business philosophy and marketing strategy, of course, the Lanzhou Square Travel Agency is also in it. The focus of this paper is to start from the marketing philosophy and the marketing concept of the travel agency, and then, under this framework, the characteristics of the service culture and service marketing related to the travel agency's marketing, the segmentation of the tourism market, the selection of the target market and the market positioning are discussed. The Theory of the Position, the Consumer Market and the Consumer's Buying Behavior The development of the marketing strategy of the travel agency can not be separated from the marketing environment and the marketing status of the travel agency The paper analyzes the marketing environment and marketing status of the four-party travel agency in Lanzhou, including the macro, the micro and the self of the four-party travel agency. The environment, in particular to the micro-environment of the four-party travel agency, relates almost to the various relationships that travel agencies may encounter, such as suppliers, direct customers, travel wholesalers and certain generations Based on the analysis of the environment, on the basis of the problems and the causes of the discovery, the target market and the market position of the four-party travel agency are determined, the basic market strategy and the target system of the four-party travel agency are put forward, and the marketing strategy for the more interest of the four-party travel agency in Lanzhou is put forward. , take the necessary, focus on the personnel, the advertisement, the pricing, the product development and the network marketing, etc. This paper discusses the implementation and control of the marketing strategy. After the brief introduction of the support of the implementation of the marketing strategy, the emphasis is still on the marketing philosophy and the marketing concept. Discuss control issues. Avoid empty marketing goals and simply base on punishment In the theory of product quality management, "The quality is produced, not control led." ". The marketing strategy is achieved by developing reasonable marketing goals, helping and encouraging periodic evaluations, and timely adjustment."
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.6

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