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本文以LKH国际旅行社为研究对象，先对其营销的宏观环境、行业环境和微
观环境做了分析，认为其发展中既有良好的机遇，又面临严峻的挑战。指明LKH
国际旅行社的发展拥有良好的市场经济环境、宽松的政治法律环境、浓厚的社会
文化环境，具备了较为有利的市场外部环境。同时，随着科学技术的迅速发展、
网络营销的推出，也使得LKH国际旅行社在产品营销、推广以及创新中面临着新
的挑战与威胁。然后从LKH国际旅行社的营销现状出发，运用营销策略组合理论
分析了当前LKH国际旅行社在旅游产品、价格、营销、促销等方面存在的问题。
LKH国际旅行社是一家国家旅游局特许经营的中国公民出境旅游的组团社，作为
该省首屈一指的综合旅游运营商，除了提供批发、零售以及接待的一站式服务外，
还为广大客户提供出入境旅游、国内旅游、会展商务、差旅管理、航空售票等全
方位旅游服务，拥有百余家门店。作为众多旅行社中的一份子，其现有的营销策
略主要是价格定制缺乏弹性、营销渠道模式太过固定、促销方式缺乏创新以及服
务水平需要更加增强，由于自身发展不够完善的原因，LKH国际旅行社在产品设
计等方面还存在突出的问题，导致其现有的产品内容以及创新方式难以适应不同
旅游消费者的消费需求。
针对LKH国际旅行社的营销现状以及策略的问题所在，本文以营销策略组合
理论为支撑，在综合考虑旅游产品和服务、价格策略、营销渠道、促销方式、服
II
务过程等多方面影响因素的前提下，提出了进一步的完善方案与实施措施。就产
品策略而言，需要结合市场实际需求来对产品策略进行完善。在对旅游市场的现
状展开充分调研之后，本文认为产品的价格策略应具备多元化的特征来满足市场
的不同需求。就营销渠道而言，提出了进一步拓展现有营销渠道的重要性。就促
销策略而言，在对比分析了市场现有促销方式优势和劣势之后，认为促销方式也
必须立足于市场的实际需求，通过创新多元化的促销手段来满足市场不断变化的
需求。最后，就客户体验而言，本文就提高服务质量、加强人才培训、完善奖励
体系、树立企业文化等方面提出新策略实施的保障措施。
关键词：旅行社； 营销策略；旅游服务； 顾客感受
III
Research on the marketing strategy of KH travel agency in
Liaoning
Abstract
Although socio-economic development has raised people&39;s material and living
standards, fast-paced lifestyles have also brought pressure on people. Tourism not only
broaden their horizons but also adjust their mentality. Therefore, they are increasingly
favored by people. Especially in recent years, the rapid development of China&39;s tourism
market, consumer demand presents a wide range of features, more and more consumers
to pursue personalized products and personalized service. At the same time, the travel
agency industry has rapidly expanded in scale. Some travel agencies have serious
product homogeneity. In order to seize the market and compete for customers, the price
war has not only led to a drastic drop in profitability but also hindered the industry in
product and service innovation.
This article takes LKH International Travel Agency as the research object, first
analyzes its marketing macro environment, industry environment and micro
environment, and considers that it has both good opportunity and severe challenge in its
development. Indicate the development of LKH International Travel Service has a good
market economy environment, a relaxed political and legal environment, a strong social
and cultural environment, with a more favorable market external environment. At the
same time, with the rapid development of science and technology, the introduction of
internet marketing has also led LKH to face new challenges and threats in product
marketing, promotion and innovation. Then from the LKH international travel
marketing status quo, the use of marketing strategy combination theory of the current
IV
LKH international travel agencies in tourism products, prices, marketing, marketing and
other issues. LKH International Travel Service is a group travel agency for Chinese
citizens under the franchise of the National Tourism Administration. As the premier
integrated tour operator in the province, LKH International Travel Service provides
customers with a one-stop service for wholesale, retail and hospitality services Tourism,
domestic tourism, convention and exhibition business, travel management, air ticketing
and other full range of travel services, with more than 100 stores. As a member of many
travel agencies, its existing marketing strategy is mainly lack of flexibility in price
customization, too fixed marketing channel mode, lack of innovation in sales promotion
mode and the need of more service level. Due to its imperfect development, LKH
International Travel Service In the product design and other aspects there are
outstanding problems, resulting in its existing product content and innovative ways to
adapt to different consumer spending needs of tourists.
In view of the marketing status and strategy of LKH International Travel Service,
this article is based on the marketing strategy combination theory. On the premise of
considering various influencing factors such as tourism products and services, pricing
strategy, marketing channels, promotion methods and service process, Put forward
further improvement plan and implementation measure. In terms of product strategy, we
need to improve the product strategy in the light of the actual needs of the market. After
fully investigating the status in the tourism market, this paper argues that the product
price strategy should have diversified characteristics to meet the different needs of the
market. As far as the marketing channels are concerned, the importance of further
expanding the existing marketing channels is put forward. As far as the promotion
strategy is concerned, after comparatively analyzing the advantages and disadvantages
of the existing promotion methods in the market, it is considered that the promotion
methods must also meet the actual needs of the market and meet the evolving needs of
the market through innovative and diversified promotion methods. Finally, as far as the
V
customer experience is concerned, this paper puts forward the safeguards for the
implementation of the new strategy in terms of improving service quality, strengthening
personnel training, perfecting reward system and establishing corporate culture.
Key words: tourism; marketing strategies; travel services; customer experience
VI目录
摘要 .... I
Abstract ........ III
第1章 绪论 . 1
1.1 选题背景 ..... 1
1.2 研究目的和意义 ..... 2
1.2.1 研究目的 ....... 2
1.2.2 研究意义 ....... 3
1.3 主要研究内容框架 . 3
1.4 主要创新点 . 5
第2章 相关理论以及国内外相关研究综述 ......... 6
2.1 市场营销的相关理论 ......... 6
2.1.1 营销组合理论 ........... 6
2.1.2 SWOT分析模型 ........ 6
2.2 国内外相关研究综述 ......... 7
2.2.1 旅游营销国内外研究综述 ... 7
2.2.2 旅行社营销策略国内外研究综述 ... 9
第3章 我国旅游市场及旅行社行业发展状况分析 ....... 12
3.1 宏观环境分析 ....... 12
3.1.1 政治法律环境 ......... 12
3.1.2 经济环境 ..... 12
3.1.3 社会、科技环境 ..... 14
3.2 行业环境分析 ....... 16
3.2.1 行业市场情况 ......... 16
3.2.2 行业竞争分析 ......... 18
第4章 LKH国际旅行社营销环境评价 .. 20
4.1 LKH国际旅行社基本情况 ........... 20
4.2 LKH国际旅行社营销环境分析 ... 21
VII
4.2.1 机会 . 22
4.2.2 威胁 . 23
4.2.3 优势分析 ..... 24
4.2.4 劣势分析 ..... 24
第5章 LKH国际旅行社现行营销策略及存在问题 ...... 26
5.1 LKH国际旅行社现行营销策略 ... 26
5.1.1 产品策略 ..... 26
5.1.2 价格策略 ..... 26
5.1.3 营销渠道策略 ......... 27
5.1.4 促销方式策略 ......... 27
5.2 LKH国际旅行社现行营销策略存在的问题 ....... 28
5.2.1 产品设计不够完善 . 28
5.2.2 价格定制缺乏弹性 . 28
5.2.3 营销渠道模式固定 . 29
5.2.4 促销服务方式缺乏创新 ..... 30
第6章 LKH国际旅行社营销新策略的构建 ...... 31
6.1 新产品策略的构建 ........... 31
6.1.1 确保产品内容多样化 ......... 31
6.1.2 加强产品定制化 ..... 32
6.2 新价格营销策略的构建 ... 33
6.3 新营销渠道的构建 ........... 36
6.4 新促销方式的构建 ........... 37
6.4.1 实施全方位促销 ..... 37
6.4.2 提高服务营销水平 . 38
第7章LKH国际旅行社营销新策略实施的保障措施 ... 39
7.1 规范服务标准，重视顾客沟通 ... 39
7.2 建立培训体系，加强队伍建设 ... 40
7.3 完善激励机制，增强员工信心 ... 40
7.4 塑造企业文化，营造良好氛围 ... 41
第8章 结论与展望 ........... 43
8.1 研究结论 ... 43
8.2 研究不足与展望 ... 44
