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MBA毕业论文_京凤凰假期国际旅行社西北区域出境产品营销策略研究PDF

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随着综合国力的不断提升,经济的快速发展,以及人民生活水平的提高,当 前我国社会的主要矛盾,已转变为人民对美好生活的向往与不平衡不充分发展之 间的矛盾。而旅游也自然成为了国民对美好生活向往的一种消费方式,其中,出 境旅游作为典型的服务贸易进口产业,在过去十年间,一直保持着高速、稳定的 增长,如今我国已成为全球最大的出境旅游客源国和旅游消费支出国。2018年, 中国出境旅游进入“消费升级”阶段,突出表现在,旅游者购买优质旅游产品的 意愿增强,旅游形式由过去的观光跟团游,转变为深度体验当地生活环境与重视 服务相结合的模式。因此,传统旅游企业若想在日新月异、竞争激烈的市场环境 中脱颖而出,就必须抓住当下的市场发展趋势和客户的需求,并结合自身实际, 与时俱进的制定出合理的出境旅游产品营销策略。 北京凤凰假期国际旅行社(以下全文简称凤凰旅行社)是中国最早一批经营 出境同业旅游综合资源的旅游批发商,多年来努力深化上游资源、拓展下游渠道, 不断整合优质的出境旅游产品。西北区域作为公司的核心市场之一,主要为西北 地区的旅游者提供各类出境旅游产品。本文针对凤凰旅行社西北区域近几年发展 中所存在的定位不清晰、产品同质化严重、渠道滞后等问题,综合运用市场营销 理论、和4P、4C、4R营销策略及相关工具,为凤凰旅行社西北区域明确了市场 目标和定位,从产品、客户、关系三个层面,制定出“产品-客户-反应”、“价 格-成本-回报”、“渠道-便利-关联”、“促销-沟通-关系”等四个营销策略,最 后提出相应的保障措施,确保各项旅游营销策略顺利实施和实现。 本文对凤凰旅行社西北区域出境游产品营销策略的优化研究,旨在解决当下 西北区域出境产品市场营销策略的诸多问题,提升企业的经营水平,加强竞争优 势,同时,对其它同类型旅行社批发商的产品营销策略制定提供了借鉴。 关键词:出境旅游产品;旅游批发商;西北区域;营销策略 MBA学位论文作者:葛姝含北京凤凰假期国际旅行社西北区域出境产品营销策略研究 III BEIJINGPHOENIXHOLIDAYINTERNATIONAL TRAVELAGENCYOUTBOUNDPRODUCTS NORTHWESTREGIONMARKETINGSTRATEGY RESEARCH Abstract Withthecontinuousimprovementofcomprehensivenationalstrength,therapid developmentoftheeconomy,andtheimprovementofpeople'slivingstandards,the maincontradictionsinoursocietyhavebecomethecontradictionsbetweenpeople's longingforabetterlifeandimbalancedandinsufficientdevelopment.Tourismhas becomeamajorwayofconsumptionforthepeopletopursueabetterlife.Among them,outboundtourism,asatypicalservicetradeimportindustry,hasmaintained rapidandstablegrowthoverthepastdecade.Today,Chinahasbecometheworld's largestsourceofoutboundtouristsandhasthelargestconsumptionoftourism.In 2018,China'soutboundtourismenteredthe"consumptionupgrade"stage,whichwas prominentlyreflectedintheincreasedwillingnessoftouriststopurchasehigh-quality tourismproducts.Theformoftourismhaschangedfrompastsightseeingandgroup tourstoacombinationofin-depthexperienceofthelocallivingenvironmentand serviceenjoyment.Therefore,iftraditionaltourismcompanieswanttostandoutin thefast-movingandhighlycompetitivemarket,theymustseizethecurrentmarket developmenttrends,fulfillcustomerneeds,andcombinewiththeirownconditionsto developareasonableoutboundtourismproductmarketingStrategy. BeijingPhoenixHolidayInternationalTravelAgency(hereinafterreferredtoas PhoenixTravelAgency)isoneoftheearliesttourismwholesalersinChinathat providecomprehensiveoutboundtourismresources.Overtheyears,ithasbeen strivingfordevelopingupstreamresources,expandingdownstreamchannels,and continuouslyintegratinghigh-qualityoutboundtourismproducts.NorthwestChinais oneofthecompany'scoremarkets,mainlytoprovidevariousoutboundtourism productsfortouristsinNorthwestChina.Thisarticleaimsatdealingwithcompany’s problemssuchasunclearpositioning,seriousproducthomogeneity,andlagging MBA学位论文作者:葛姝含北京凤凰假期国际旅行社西北区域出境产品营销策略研究 IV channels.Itusesdifferentmarketingtheoriesandmarketingstrategiessuchas4P,4C, and4Randotherrelatedtoolstoclarifyacleargoalandpositionforthenorthwestern regionofPhoenixTravelAgency.Itdevelopsfourmarketingstrategiesas "product-customer-reaction","price-cost-return","channel-facility-relevance", "promotion-communication-relationship"fromtheproduct,customer,andrelationship level.Atlast,itmakescorrespondingguaranteemeasurestoensurethesmooth implementationandrealizationofvarioustourismmarketingstrategies. Thisarticleanalyzestheoptimizationofmarketingstrategiesforoutboundtravel productsinthenorthwesternregionofPhoenixTravelAgency.Itaimstosolvemany problemsinthemarketingstrategyofoutboundproductsinthenorthwesternregion, improvethebusinessleveloftheenterprise,andstrengthenitscompetitiveadvantage. Italsoworksasareferenceforothersimilaragenciestodeveloptheirproduct marketingstrategies. Keywords:OutboundTourismProducts,TourismWholesalers,Northwest Territories,MarketingStrategies MBA学位论文作者:葛姝含北京凤凰假期国际旅行社西北区域出境产品营销策略研究 V 目录 中文摘要....................................................................................................Ⅰ Abstract......................................................................................................Ⅱ 第一章绪论...............................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究意义.................................................................................................2 1.2研究内容与方法.............................................................................................3 1.2.1研究内容.................................................................................................3 1.2.2研究方法.................................................................................................4 第二章相关概念和理论基础.................................................................6 2.1相关概念界定..................................................................................................6 2.2营销传统理论.................................................................................................6 2.3国内外研究综述.............................................................................................7 第三章公司营销现状与营销环境分析...................................................9 3.1营销现状分析.................................................................................................9 3.1.1公司简介.................................................................................................9 3.1.2出境游产品概述...................................................................................10 3.1.3公司营销现状.......................................................................................11 3.1.4调查问卷分析.......................................................................................16 3.1.5营销面临问题.......................................................................................19 3.2营销环境分析...............................................................................................20 3.2.1宏观环境分析.......................................................................................20 3.2.2竞争环境分析.......................................................................................28 3.2.3SWOT分析..............................................................................................33 3.2.4外部环境分析小结...............................................................................36 第四章凤凰旅行社西北区域STP分析..............................................37 MBA学位论文作者:葛姝含北京凤凰假期国际旅行社西北区域出境产品营销策略研究 VI 4.1.出境市场细分.............................................................................................37 4.1.1地理因素...............................................................................................37 4.1.2行为细分...............................................................................................38 4.1.3人口相关因素.......................................................................................40 4.2公司区域目标市场..........