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MBA硕士毕业论文_黑龙江省YT旅行社营销策略研究DOC

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近十年来,随着经济社会的快速发展和人们物质生活水平的不断提高,外出旅游已 成为我国大多数群众首选的消费活动之一。2018 年全国旅游行业的增加值约为 0.81 万 亿元,同比增长近 9%,远远超高了同期 GDP 的增长,其对 GDP 的综合贡献超过了 10%。 根据国家旅游局数据中心综合测算统计,仅 2018 年春节期间,我国国内共接待游客 3.86 亿人次,同比上涨 12.1%,旅游总收入 4750 亿元,同比增长 12.6%,可见我国的旅游行 业已经进入爆发式增长阶段。伴随旅游市场的飞速发展,消费者的需求也呈现出多样化、 多元化的特征,越来越多的消费者对于产品和服务的个性化需求变得更加紧迫。同时, 随着《旅行社条例》和《旅行法》的相继颁布,降低了旅行社的设立门槛,旅行社行业 规模迅速扩大,也出现了旅游产品同质化严重、产品创新程度低等问题。在旅游市场竞 争激烈的今天,如何在竞争中生存,成为每一个旅行社都必须考虑和面对的问题。 论文以国内外学者关于旅游营销的观点及研究成果等为理论基础,以黑龙江省 YT 旅行社为例,通过对该旅行社营销环境及现状进行了解和分析,发现该旅行社在服务质 量、促销、人员素质、产品创新等方面都存在着很多问题,在此分析基础上,以 7Ps 营 销策略组合作为理论基础,从旅游产品、产品价格、营销渠道、促销、服务过程、有形 展示和人员方面对黑龙江省 YT 旅行社营销策略提出了相应的营销优化方案。最后,为 促进黑龙江省 YT 旅行社营销策略实施,从组织、制度、服务、人员、资金等角度提出 了相应的保障措施。 论文以黑龙江省 YT 旅行社为研究对象,希望对解决该旅行社营销上存在的问题起 到一定参考作用,同时,也希望对其他旅行社在营销策略上提供可行性的参考思路。 关键词:YT 旅行社;7Ps;市场营销;营销策略东北石油大学 MBA 学位论文 III Research on Marketing Strategy of Heilongjiang YT Travel Agency ABSTRACT In the past ten years, with the rapid development of the economy and society, also the improvement of people's material living standards, tourism has become one of the most popular consumption activities of most people in China.In 2018, the added value of the national tourism industry was approximately 0.81 trillion RMB, a year-on-year increase of nearly 9%, far exceeding the growth of GDP during the same period, and its comprehensive contribution to GDP exceeded 10%.According to the comprehensive statistics of the National Tourism Administration Data Center, during the Spring Festival of 2018, China received a total of 386 million tourists, a year-on-year increase of 12.1%, and total tourism revenue of 475 billion RMB, a year-on-year increase of 12.6%. This shows that China's tourism industry has entered an explosive growth phase.With the rapid development of the tourism market, the needs of consumers are also characterized by diversification. More and more consumers are becoming more urgent about the individualized demand for products and services.Meanwhile, with the promulgation of the “Travel Agency Regulations” and the “Travel Law”, the threshold for setting up travel agencies has been lowered, and the scale of the travel agency industry has expanded rapidly. There have also been problems such as serious homogenization of tourism products and low level of product innovation.How to survive in such fierce competition has become a problem that every travel agency must deal with. Based on the theory and research of domestic and foreign scholars on tourism marketing, this paper takes Heilongjiang YT travel agency as an example. Through the research and analysis of the marketing environment and current situation of the travel agency, it has a lot of problems in service quality, promotion, personnel quality, product innovation, etc.On the basis of this analysis, use the 7Ps marketing strategy combination as the theoretical basis, from the tourism products, product prices, marketing channels, promotions, service processes, physical display and personnel to proposes a corresponding marketing plan for YT travel agency.Finally, in order to promote the implementation of the marketing strategy of Heilongjiang YT Travel Agency, corresponding safeguard measures were proposed from the aspects of organization, system, service, personnel and capital. This paper takes Heilongjiang YT Travel Agency as the research subject, and hopes to have the reference function to solve the problems the travel agency. Meanwhile, it also hopes东北石油大学 MBA 学位论文 IV to provide a feasible reference for other travel agencies in marketing strategies. Key words: YT Travel Agency; 7Ps; Marketing Management;Marketing Strategy目 录 V 目 录 摘要........................................................................................................................................ II ABSTRACT ............................................................................................................................. III 第 1 章 绪 论...........................................................................................................................1 1.1 研究背景...................................................................................................................... 1 1.2 研究目的及意义.......................................................................................................... 2 1.2.1 研究目的........................................................................................................... 2 1.2.2 研究意义........................................................................................................... 2 1.3 国内外研究现状.......................................................................................................... 2 1.3.1 国外研究现状................................................................................................... 3 1.3.2 国内研究现状................................................................................................... 3 1.3.3 研究现状述评................................................................................................... 4 1.4 研究内容与研究方法.................................................................................................. 4 1.4.1 研究内容........................................................................................................... 4 1.4.2 研究方法........................................................................................................... 5 第 2 章 相关理论综述.............................................................................................................6 2.1 相关理论...................................................................................................................... 6 2.1.1 旅行社的定义................................................................................................... 6 2.1.2 营销的概念....................................................................................................... 6 2.1.3 旅行社营销的概念及特点............................................................................... 6 2.1.4 营销环境........................................................................................................... 7 2.2 市场营销理论.............................................................................................................. 7 2.2.1 市场营销组合理论........................................................................................... 7 2.2.2 网络营销........................................................................................................... 8 2.3 本章小结...................................................................................................................... 8 第 3 章 黑龙江省 YT 旅行社营销环境分析..........................................................................9 3.1 黑龙江省 YT 旅行社概况........................................................................................... 9 3.2 黑龙江省 YT 旅行社营销宏观环境分析................................................................. 10 3.2.1 政治环境分析................................................................................................. 10 3.2.2 经济环境的分析............................................................................................. 11 3.2.3 技术环境分析................................................................................................. 11 3.2.4 社会文化环境分析......................................................................................... 12东北石油大学 MBA 学位论文 VI 3.2.5 自然环境分析................................................................................................. 12 3.3 黑龙江省 YT 旅行社营销微观环境分析................................................................. 13 3.3.1 供应商............................................................................................................. 13 3.3.2 旅行社............................................................................................................. 14 3.3.3 竞争者............................................................................................................. 15 3.3.4 社会公众......................................................................................................... 15 3.3.5 营销中介......................................................................................................... 15 3.3.6 顾客................................................................................................................. 16 3.4 本章小结.................................................................................................................... 16 第 4 章 黑龙江省 YT 旅行社营销现状及问题分析..............................................................17 4.1 黑龙江省 YT 旅行社营销现状................................................................................. 17 4.1.1 服务产品现状................................................................................................. 17 4.1.2 价格现状......................................................................................................... 17 4.1.3 营销渠道现状................................................................................................. 19 4.1.4 促销现状......................................................................................................... 19 4.1.5 服务过程现状................................................................................................. 19 4.1.6 有形展示现状................................................................................................. 20 4.1.7 人员现状......................................................................................................... 21 4.2 黑龙江省 YT 旅行社营销存在的问题..................................................................... 21 4.2.1 服务产品陈旧单一......................................................................................... 21 4.2.2 价格缺乏弹性................................................................................................. 23 4.2.3 营销渠道过于守旧......................................................................................... 24 4.2.4 促销方式单一................................................................................................. 24 4.2.5 服务过程不规范............................................................................................. 25 4.2.6 有形展示标准低............................................................................................. 26 4.2.7 高素质人才稀缺............................................................................................. 27 4.3 本章小结.................................................................................................................... 28 第 5 章 黑龙江省 YT 旅行社营销策略的优化......................................................................29 5.1 多样化产品策略........................................................................................................ 29 5.1.1 多样化产品的开发......................................................................................... 29 5.1.2 多层次产品的开发......................................................................................... 31 5.2 多变性价格策略........................................................................................................ 32 5.2.1 差异化定价策略............................................................................................. 33 5.2.2 折扣定价策略................................................................................................. 33 5.2.3 组合定价策略................................................................................................. 33目 录 VII 5.3 多元化营销渠道策略................................................................................................ 34 5.3.1 优化线下营销渠道......................................................................................... 34 5.3.2 加强线上营销渠道的建设............................................................................. 34 5.4 多样化促销方式策略................................................................................................ 36 5.4.1 根据细分市场,有针对性地促销................................................................. 36 5.4.2 广告促销......................................................................................................... 36 5.4.3 营业推广促销................................................................................................. 37 5.4.4 公共关系促销................................................................................................. 37 5.5 优质化服务过程策略................................................................................................ 38 5.5.1 售前服务规范化............................................................................................. 38 5.5.2 售中服务专业化............................................................................................. 38 5.5.3 售后服务主动化............................................................................................. 39 5.6 标准化有形展示策略................................................................................................ 40 5.6.1 服务场景有形展示优化................................................................................. 40 5.6.2 其他有形物证的优化..................................................................................... 41 5.7 干练型人员策略........................................................................................................ 41 5.7.1 内部营销策略................................................................................................. 42 5.7.2 互动营销策略................................................................................................. 43 5.8 本章小结.................................................................................................................... 43 第 6 章 黑龙江省 YT 旅行社营销策略实施保障................................................................44 6.1 组织保障.................................................................................................................... 44 6.1.1 优化组织内部架构......................................................................................... 44 6.1.2 加强营业网点的建设..................................................................................... 44 6.2 制度保障.................................................................................................................... 45 6.2.1 规范门市管理................................................................................................. 45 6.2.2 健全员工奖惩机制......................................................................................... 45 6.3 服务保障.................................................................................................................... 46 6.3.1 提升员工服务意识......................................................................................... 46 6.3.2 加强服务质量的监管..................................................................................... 46 6.4 人员保障.................................................................................................................... 46 6.5 资金保障.................................................................................................................... 46 6.6 本章小结.................................................................................................................... 47 结 论.......................................................................................................................................48