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MBA毕业论文_素叻国际旅行公司市场营销策略研究

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独创性声明
本人声明所呈交的学位论文是我个人在导师指导下进
行的研究工作及取得的研究成果。尽我所知,除文中已经
标明引用的内容外,本论文不包含任何其他个人或集体已
经发表或撰写过的研究成果。对本文的研究做出贡献的个
人和集体,均已在文中以明确方式标明。本人完全意识到
本声明的法律结果由本人承担
学位论文作者签名:
2018年 6月 7日
学位论文版权使用授权书
本学位论文作者完全了解学校有关保留、使用学位论
文的规定,即:学校有权保留并向国家有关部门或机构送
交论文的复印件和电子版,允许论文被查阅和借阅。本人
授权云南师范大学可以将本学位论文的全部或部分内容编
入有关数据库进行检索,可以采用影印、缩印或扫描等复
制手段保存和汇编本学位论文
学位论文作者签名:指导教师签名:
2018 年 6月 7日2018 年 6 月 7 日
摘要
I
摘要
当前世界环境中,泰国经济的发展有了多方面的变化,因此社会群体的收
入与支出以及思想观念也都收到影响而出现多方面的变化,与此同时,泰国旅
游业的发展也呈现出良好的态势。通过对泰国整体发展情况进行分析可以发
现,受到国家地理环境以及社会环境的影响,国家的旅游资源丰富,因此旅游
业的发展具有多方面的优势。随着泰国旅游环境以及旅游行业的不断变化与发
展,旅游行业对当地社会大众的就业以及地区经济的发展都产生了重要的影

旅行社作为泰国旅游业的发展的重要参与者,是推动行业发展的重要力

虽然,泰国旅行社发展迅速、进步较大,但是与西方国家旅行社相比,仍然存
在非常大的差距。尤其是当前很多国际旅行社采用合资方式进驻泰国市场,并
且利用强大的资金实力和开发经验迅速占领了泰国市场。同时,旅游电子商务
发展迅速,已经影响到传统旅行社的发展。在国际知名旅游企业进驻和旅游电
子商务的双重挤压下,素叻国际旅行公司如何在竞争激励的市场环境中脱颖而
出是其要解决的最重要的问题
本文运用4P营销理论,对素叻国际旅行公司的营销现状及存在的问题进
行分析,之后对素叻国际旅行公司发展的宏观环境进行PEST分析,并对其内
部环境进行SWOT分析,深入了解其市场营销的优势、劣势,面临的机遇及威
胁;在此基础上,设计素叻国际旅行公司市场营销策略,即树立正确的营销理
念、选择目标市场、定向营销及制定服务营销组合策略;最后,市场营销策略
实施的保障措施,即加强营销体系建设、提高营销团队素质、强化品牌建设和
推广及完善信息化体系建设
关键词:市场营销;国际旅游营销;SWOT分析
Abstract
II
Abstract
In the current world environment, the development of Thailand's economy has
changed in many ways. Therefore, the income and expenditure of the social groups
and ideas have also been affected, and there have been many changes. Meanwhile, the
development of Thailand's tourism industry is also showing a good trend. Through
the analysis of the overall development of Thailand, we can find that, influenced by
the National Geographic Environment and social environment, the country's tourism
resources are abundant, so the development of tourism has many advantages. With
the continuous change and development of Thailand's tourism environment and
tourism industry, tourism industry has an important impact on the employment of
local people and the development of regional economy.
As an important participant in the development of tourism in Thailand, travel
agency is an important force to promote the development of the industry.Although the
Thailand travel agency has developed rapidly and progresses, it still has a very large
gap compared with the western travel agencies. In particular, many international
travel agencies have entered the Thailand market by joint venture, and quickly
occupied the Thailand market with strong financial strength and development
experience. At the same time, the rapid development of tourism e-commerce has
affected the development of traditional travel agencies. In the double pressure of the
international tourism and tourism enterprises in e-commerce, how to Surat
international Travel Company in the competitive talent shows itself in the market
environment is one of the most important problems to be solved.
This paper applies 4P marketing theory, the marketing situation of Surat
international Travel Company and the analysis of existing problems, then the macro
environment for the development of Surat international Travel Company PEST
analysis, and the internal environment of SWOT analysis, in-depth understanding of
the marketing advantages and disadvantages, opportunities and threats; on this basis,
market marketing the design strategy of Travel Company Surat international, namely
establish correct marketing concept, the choice of target market, marketing
Abstract
III
orientation and formulation of service marketing strategy; finally, guarantee measures
for the implementation of the marketing strategy, which improve the marketing
system, marketing team quality, strengthen the brand construction and promotion and
perfection of information system construction.
Key words:
Marketing; international tourism marketing; SWOT analysis。