T旅行社乡村旅游策略研究

发布时间：2018-05-12 10:15

本文选题：乡村旅游 + 旅行社　；参考：《西南财经大学》2008年硕士论文

【摘要】： 全球最著名的管理学大师之一,商界教皇,管理领袖中的领袖,后现代企业之父,汤姆·彼得斯(Tom Peters)曾在他的著作中写到:“一个企业在激烈的竞争中获胜,必须树立市场第一、顾客第一的观念①。”要做到“顾客第一”就要有迅速的市场反应能力,倾听顾客的想法、意见,提供可感觉到的最优质服务。随着市场经济的发展,人民生活水平的提高,人们对旅游的需求也随之增加,我国的旅游业也迅猛发展,迅速成为新的经济增长点。随着人们外出旅游经验的增多,人们对于旅游有了新的需要,求新、求奇、修学、健身成为人们现在追捧的目标。但是现在国内的大部分旅行社对于特色旅游这方面的开发仍然处于起始阶段,还没有开发出游客正真喜爱的旅游产品。而乡村旅游作为新的旅游热点,让那些追求个性、特色、休闲、品味生活的人们接受和喜爱。本文以T旅行社开发乡村旅游产品为例,采用理论分析和实证研究相结合的方法,把文章主要分成了五个章节,分别对T旅行社所处的旅游行业现状以及T旅行社环境进行了分析,包括国内旅游行业现状、四川旅游市场现状,以及T旅行社的外部环境分析、主要竞争对手分析和T旅行社内部环境分析。运用了PEST及SWOT分析方法,挖掘出有利于T旅行社发展的外部优劣势及内部优势,规划了T旅行社以开发乡村旅游为重点的未来几年的发展战略。并使用针对消费者市场的STP细分法进行市场研究,结合T旅行社的自身能力,经过对乡村旅游产品的设计,有针对的制定出有别于其他旅行社的乡村旅游产品策略、广告策略、促销策略等,并给出实施方法及实施保障。本文的第一章是全文的绪论部分,给出了全文的研究背景。首先是因为T旅行社处在激烈的市场竞争中,想要获得新的利润突破点以求获得更多的收益;其次是人们对于乡村旅游的需求在城市环境和新的休假制度上显得日益强烈。通过以上两方面说明了此研究的必要性。第二章,对乡村旅游的起源、概念、特点进行了描述。首先介绍了国外乡村旅游发展情况,如国外乡村旅游的主要形式和特点,国外乡村旅游业的市场特征,以及国内的旅游市场现状包括国内乡村旅游发展趋势,T旅行社所在地四川的旅游市场现状和乡村旅游发展现状。通过上述的介绍,使得T旅行社在发展乡村旅游产品时,能够站在一定的高度和视野看待发展乡村旅游产品的策略。第三章详细介绍了本文的背景公司—T旅行社的概况及面临的经营困境,说明了T旅行社为何需要开发乡村旅游产品。首先运用PEST分析法对T旅行社的外部环境、成都市场上的主要竞争对手和内部环境如旅行社经营情况、现有产品等进行分析。然后运用SWOT分析法分析出对于T旅行社,开发乡村旅游产品是适应T旅行社未来的发展需要,同时也符合旅游市场的发展趋势。第四章对T旅行社开发乡村旅游产品的市场进行了研究,包括市场细分和目标市场及定位。确立T旅行社在开发出乡村旅游产品时需要针对主要的目标客户群,以及需要如何有针对性地进行宣传促销。确保在T旅行社开发乡村旅游产品后市场能够接受这个产品,同时乡村旅游产品能持续稳定的发展下去。第五章介绍了T旅行社乡村旅游营销策略。首先对于开发乡村旅游产品做好企业策略上的调整,以配合乡村旅游开发的工作。然后对产品进行设计,并做出了示范性的前期项目安排;同时对应各种策略,提出了多方面的要求。本文通过研究后发现,中小旅行社未来的发展之路部分程度上可以借鉴T旅行社的经验,发展出更多自己的特色旅游产品,从而增加旅行社在现在日益竞争激烈的旅游市场的生存能力。
[Abstract]:One of the world's most famous masters of management, the Pope of the business world, the leader of the management leader, and the father of the post modern enterprise, Tom Peters (Tom Peters) wrote in his book that "an enterprise wins the fierce competition, must set up the market first, the customer first concept." to achieve "customer first" is to be fast. Market responsiveness, listening to customers' ideas, opinions, and providing the best service that can be felt.
With the development of the market economy and the improvement of the people's living standard, the demand for tourism has also increased. The tourism industry in our country has also developed rapidly and becomes a new economic growth point. With the increase of people's experience in traveling, people have new needs for tourism, seeking novelty, learning, and fitness. However, most of the travel agencies in China are still at the beginning of the development of special tourism, and there is no tourist products that tourists are really fond of. As a new tourist attraction, rural tourism is accepted and loved by people who pursue personality, characteristics, leisure and taste.
This article takes the T travel agency to develop the rural tourism products as an example, adopts the method of combining theoretical analysis and empirical study, and divides the article into five chapters. It analyzes the current situation of the tourism industry in T travel agency and the environment of T travel agency, including the status of the domestic tourism industry, the status of the tourism market in Sichuan, and the T travel agency. The analysis of the external environment, the main competitor analysis and the internal environment analysis of the T travel agency. Using the PEST and SWOT analysis methods, the external advantages and disadvantages and internal advantages for the development of T travel agency are excavated, and the development strategy of the T travel agency to develop rural tourism in the next few years is planned and the STP segmentation for the consumer market is used. The law carries on the market research, combined with the ability of the T travel agency, after the design of the rural tourism products, the strategy of rural tourism products, advertising strategy and promotion strategy which are different from other travel agencies are formulated, and the implementation method and implementation guarantee are also given.
The first chapter of this paper is the introduction of the full text, giving the research background of the full text. First, because T travel agency is in the fierce market competition, it wants to obtain new profit breakthroughs in order to gain more income; secondly, people's demand for rural tourism is increasingly strong in the urban environment and new vacation system. The two aspects above illustrate the necessity of this study.
The second chapter describes the origin, concept and characteristics of rural tourism. First, it introduces the development of rural tourism abroad, such as the main forms and characteristics of foreign country tourism, the market characteristics of foreign rural tourism, the current situation of domestic tourism market, including the development trend of domestic village and village tourism, and the tourism of Sichuan travel agency, Sichuan. The present situation of the market and the current situation of rural tourism development. Through the introduction, the T travel agency can view the strategy of developing rural tourism products at a certain height and view when developing rural tourism products.
The third chapter gives a detailed introduction to the general situation of the background company T travel agency in this article and the difficulty of its operation, and explains why the T travel agency needs to develop the rural tourism products. First, the external environment of the T travel agency, the main competitors and the internal environment of the Chengdu market, such as the operation of the travel agency, the existing products and so on, are applied to the T travel agency. Then the SWOT analysis method is used to analyze the T travel agency, and the development of rural tourism products is to meet the needs of the future development of the T travel agency, and also conforms to the development trend of the tourism market.
The fourth chapter studies the market of T travel agency to develop rural tourism products, including market segmentation and target market and positioning. It is necessary to establish T travel agency to target the main target customers when developing rural tourism products, and how to carry out promotion and promotion to ensure the development of rural tourism products by T travel agency. The market can accept this product, while rural tourism products can continue to develop steadily.
The fifth chapter introduces the rural tourism marketing strategy of T travel agency. First, the adjustment of the enterprise strategy for the development of rural tourism products, in order to cooperate with the work of rural tourism development, and then design the products, and make a demonstration of the preliminary project arrangement; at the same time, corresponding to various strategies, a variety of requirements are put forward.
Through the study, it is found that the future development of the small and medium travel agencies can draw on the experience of T travel agency in part to develop more special tourism products of their own, thus increasing the survival ability of travel agencies in the increasingly competitive tourism market.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.6

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