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MBA毕业论文_平洋国际旅行社贵州乡村游营销策略研究PDF

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生活水平的提高,改变了人们的消费观念,最常见的消费也已变成外出旅游, 此种改变也带动旅游产业蓬勃发展起来,并逐渐成为我国最有发展前途的产业之 一,对我国的经济发展有着不可忽略的推动作用,并占据着重要地位。依据相关 部门的数据调查可以得知,2018年,我国国内旅游业市场依旧保持着持续增长 的良好趋势,2018年国内旅游总人数达到55.39人次,同比增加了10.8个百分 点,旅游业发展所带来的收入在2018年达到了5.97万亿元,与2017年相比, 增加了11.04个百分点。旅游业的发展提供了很多就业岗位,使得社会就业率得 到了大幅度的提升。在旅游业快速发展的背景环境下,贵州发展旅游业因为有着 得天独厚的资源优势,成为发展旅游重要的依托,也必定是贵州因地制宜探索自 身发展的必然选择。2017年,贵州旅游业发展整体保持一个良好的态势,旅游 业的发展极大的促进了贵州省经济的增长。2018年一季度,贵州省接待旅游人 数达到1.94亿,旅游的总收入为1846.9亿元,与2017年 一季度旅游总收入相 比,上涨了36.4个百分点。在乡村旅游方面,贵州省2017年创造了1500亿元 的经济效益,在全省范围内,所占的比例达到了24.25%,共接待了3亿人,在 全省范围内所占的比例为41.62%,—共有3000个村寨加入了此项目,而与此相 ’’ 关的农家乐近1万家,另外乡村旅游投资120亿元,29.9万农村贫困人口从乡 村旅游发展中受益。贵州省政府部门计划在2018年持续发展此项目,不断增加 旅游村的数量,预计新增1710个。但是仅仅有此是不够的,旅游业作为服务行 业,具有市场营销的基本属性,其是市场营销策略与实际应用相结合的体现,根 据其经营现状和发展趋势,主要是依据内外实际情况来合理做出调整,合理的做 出旅游整体发展规划,这对于企业的成功经营至关重要。因此本文在充分了解乡 村旅游消费者与旅行社营销策略的现状下,发现贵州省乡村旅游发展中存在的不 足,发现太平洋国际旅行社现有营销策略的不足,以太平洋国际旅行社现有的乡 村游情况为切入,在上述背景下,从市场营销策略的角度,运用相关方法进行分 析,通过SWOT分析法,波特五力模型分析、stp营销理论、7ps营销理论等 一系 列的方法和理论,通过对太平洋国际旅行社旅游产品的营销环境和实际发展情况 展开了全面分析,针对性的提出合理的营销方案。 关键词:贵州乡村旅游;太平洋国际旅行社;营销策略 1 Abstract Theimprovementoflivingstandardshaschangedpeople’sconsumptionconcept. Themostcommonconsumptionhasalsobecometraveling.Thischangehasalso driventhetourismindustrytoflourishandgraduallybecomeoneofthemost promisingindustriesinChina.ItplaysanimportantroleinpromotingChina's economicdevelopmentandoccupiesanimportantposition.Accordingtothedata surveyofrelevantdepartments,in2018,thedomestictourismmarketinChinastill maintainedagoodtrendofcontinuousgrowth.In2018,thetotalnumberofdomestic touristsreached55.39,anincreaseof10.8percentagepointscomparedwiththesame periodoflastyear.Theincomegeneratedbytourismdevelopmentreached5.97 trillionyuanin2018,anincreaseof11.04percentagepointscomparedwith2017.The developmentoftourismhasprovidedmanyjobs,whichhasgreatlyincreasedthe socialemploymentrate.Underthebackgroundofrapidtourismdevelopment, Guizhou'stourismdevelopmenthasbecomeanimportantsupportfortourism developmentbecauseofitsuniqueresourceadvantages.Itmustalsobeaninevitable choiceforGuizhoutoexploreitsowndevelopmentaccordingtolocalconditions.In 2017,theoveralldevelopmentofGuizhou'stourismindustrymaintainedagoodtrend. Thedevelopmentoftourismindustrygreatlypromotedtheeconomicgrowthof GuizhouProvince.Inthefirstquarterof2018,Guizhouprovincereceived194million tourists,withatotaltourismrevenueof184.69billionyuan,up36.4percentagepoints fromthetotaltourismrevenueinthefirstquarterof2017.Intermsofruraltourism, Guizhouprovincecreated150billionyuanofeconomicbenefitsin2017,accounting for24.25%oftheprovince'stotalandreceiving300millionpeople,accountingfor 41.62%oftheprovince'stotal,atotalof3,000villagesjoinedtheproject,whilenearly 10,000farmhouseswereinvolvedintheproject,inaddition,12billionyuanwas investedinruraltourism,and299,000poorruralpeoplebenefitedfromthe developmentofruraltourism.Guizhouprovincialgovernmentdepartmentsplanto continuetodevelopthisprojectin2018,increasingthenumberoftouristvillagesand adding1710more.However,thisisnotenough.Tourism,asaserviceindustry,has thebasicattributeofmarketing.Itistheembodimentofthecombinationofmarketing strategyandpracticalapplication.Accordingtoitscurrentoperatingsituationand developmenttrend,itismainlybasedontheinternalandexternalactualconditionsto makereasonableadjustmentsandmakereasonableoveralltourismdevelopmentplans, ii whichiscrucialtothesuccessfuloperationofenterprises.Therefore,basedonafull understandingofthecurrentsituationofruraltourismconsumersandtravelagencies' marketingstrategies,thispaperfindsoutthedeficienciesinthedevelopmentofrural tourisminGuizhouProvinceandthedeficienciesintheexistingmarketingstrategies ofPacificInternationalTravelAgency.Takingthecurrentsituationofruraltourismof PacificInternationalTravelAgencyasthestartingpoint,undertheabovebackground, fromtheperspectiveofmarketingstrategies,thispaperusesrelevantmethodsto analyze,throughSWOTanalysis,Fiveforcesmodelanalysis,stpmarketingtheory, 7psmarketingtheoryandaseriesofmethodsandtheories,throughacomprehensive analysisofthePacificInternationalTravelAgency'stourismproduct