旅游业在我国服务行业中，是其中一个最具代表性的朝阳产业，该行业发展速度非 常快，其过去处在大规模的标准化阶段，而在当前已经进入多样化及个性化的需求时 代。随着旅游市场的发展，该行业逐渐呈现出超细分化之势，不过，我国旅行社推出 的产品及服务，却存在相似度过高及推广运营手段单一等方面的问题，基本上均打的 是价格战，无法与当前的消费变革要求相匹配，并因此导致行业利润出现持续下降的 现象，基于此，对传统营销理念进行变革已经迫在眉睫。 如何对现状进行改变，本文将提出一种有别于传统旅游营销模式——个性化旅游， 并对该模式进行介绍及研究。该个性化的定制旅游模式，主要是针对不同的消费者， 并结合其具体的实际需要，并对各因素进行综合考虑，在这基础上制定针对性的路线 及行程安排。力争开拓出一条有别于传统旅行社的传统业务的新业务模式，摆脱激烈 的红海竞争，增加企业的利润增长点，实现从线下到线上的企业转型。 本文以 AT 旅行社有限公司开展的项目为例，首先诠释研究背景及意义，介绍分析 方法和工具。然后介绍了本篇报告所涉及的整体行业以及社会发展背景，以及本项目 为什么选择这个模式来开展的大环境原因。在结合公司实际情况对其现状，问题，使 用 SWOT 和 7Ps 营销工具进行深度剖析以后找准了目前公司经营中的问题和症结，又 对公司目前的财务经营情况进行介绍及短期预测。以此为基础，提出互联网+的转型项 目，用市场和消费者的分析数据，按照前文中 SWOT 对项目进行定位，从产品、定价、 渠道、促销、人员、服务过程和有形展示七个方面研究定制营销策略，解决了线下产 品的问题，以及线上业务如何与个性化旅游业务相结合的疑问。并且制定出一系列针 对在以往营销过程中出现的具体问题的改善措施，辅以实际案例对流程和操作进行深 一步加深理解，最后对项目进行了财务可行性分析和社会效益分析进行预测和估算， 以及项目的风险控制的分析，旨在能为目前诸如类似于 AT 公司等这样的传统旅游企业 提高市场竞争力提供更多的参考与借鉴作用。 关键词，互联网模式；个性化旅游；7Ps 营销；企业转型西南交通大学硕士研究生学位报告 第 II 页 Abstract Tourism industry as one of the most representative sunrise industry in China's service industry, its development stage has been from large-scale standardization into the era of diversification and individual needs, tourism market benefits show ultra-fine differentiation trend, and China's travel agency products and Service similarity is too high, to promote a single means of operation, the general price war, its large-scale marketing has been unable to adapt to this new consumer changes, industry profits continue to decline, the traditional marketing concept is imperative. How can we change the statusThis paper will put forward a different from the traditional tourism marketing model - personalized tourism for introduction and analysis. This kind of personalized custom tourism model is for different consumers, according to their own purpose, their own conditions and many other factors, considering in the customization module based on the development of the route and itinerary. In this paper, AT Travel Agency Co., Ltd. to carry out the project as an example, the first interpretation of the research background and significance of the introduction of analytical methods and tools. And then introduced the project background, why choose this model to carry out the analysis of the target consumer groups, combined with the actual situation of the company on its status quo, problems, the use of SWOT and 7Ps marketing tools for in-depth analysis, from products, pricing, channels, Service process and tangible display of seven aspects of the development of customized marketing strategy; how to combine with the online travel business, as well as in the marketing process problems and improvement measures, and to further deepen the understanding of examples, the final financial feasibility analysis and risk control analysis. Wish to help such as AT company tourism enterprises to improve market competitiveness. I believe that through continuous innovation, the future of China's tourism industry will usher in more opportunities and challenges. Key words， Internet model; personalized travel; 7Ps marketing; business transformation西南交通大学硕士研究生学位报告 第 III 页 目 录 第 1 章 绪论 ............................................................................................................................1 1.1 研究背景及意义........................................................................................................1 1.1.1 研究背景..........................................................................................................1 1.1.2 研究意义..........................................................................................................2 1.2 本文研究内容............................................................................................................2 1.3 研究思路和方法........................................................................................................3 1.3.1 文献综述法......................................................................................................3 1.3.2 理论研究法......................................................................................................3 1.4 相关文献及相关理论综述........................................................................................3 1.4.1 相关文献..........................................................................................................3 1.4.2 相关理论综述..................................................................................................4 第 2 章 AT 公司现状分析.......................................................................................................8 2.1 营销服务的 7Ps 现状................................................................................................8 2.1.1 产品策略现状..................................................................................................8 2.1.2 价格策略现状..................................................................................................9 2.1.3 渠道策略现状..................................................................................................9 2.1.4 促销策略现状................................................................................................10 2.1.5 人员策略现状................................................................................................10 2.1.6 有形展示策略现状........................................................................................10 2.1.7 服务过程策略现状........................................................................................ 11 2.2 公司目前经营情况.................................................................................................. 11 2.2.1 公司近期资产负债状况................................................................................11 2.2.2 公司近 3 年主要财务指标............................................................................11 2.2.3 公司近 3 年利润情况....................................................................................12 2.2.4 公司近 3 年业务分部情况............................................................................13 2.2.5 公司未来 3 年盈利预测................................................................................13 第 3 章 AT 公司个性化概述及策略分析.............................................................................16 3.1 个性化旅游概述......................................................................................................16 3.1.1 定义................................................................................................................16 3.1.2 发展及定位....................................................................................................16 3.1.3 个性化需求....................................................................................................16 3.1.4 “境外游”个性化市场 .....................................................................................17西南交通大学硕士研究生学位报告 第 IV 页 3.2 AT 公司个性化旅游项目背景..............................................................................17 3.2.1 行业背景........................................................................................................17 3.2.2“互联网+旅游业”的发展................................................................................18 3.2.2 公司转型需求................................................................................................18 3.2.3 个性化案例分析............................................................................................19 3.3 个性化项目 SWOT 分析.........................................................................................20 3.3.1 优势分析........................................................................................................21 3.3.2 劣势分析........................................................................................................22 3.3.3 机会分析........................................................................................................23 3.3.4 威胁分析........................................................................................................23 3.3.5 AT 公司战略选择分析 ...................................................................................24 3.4 AT 公司个性化旅游项目 7Ps 分析 ......................................................................27 3.4.1 多样化产品策略............................................................................................27 3.4.2 多变性价格策略............................................................................................28 3.4.3 多元化营销渠道策略....................................................................................29 3.4.4 针对性促销策略............................................................................................30 3.4.5 主人翁型人员策略........................................................................................31 3.4.6 诱惑性有形展示策略....................................................................................31 3.4.7 优质化服务过程策略....................................................................................32 第 4 章 财务可行性分析......................................................................................................34 4.1 项目投资及资金筹措..............................................................................................34 4.2 项目运营预测..........................................................................................................34 4.2.1 收入预测........................................................................................................35 4.2.2 成本费用预测................................................................................................37 4.2.3 盈利能力预测................................................................................................39 4.3 项目可行性分析.......................................................................................................40 4.3.1 投资收益率分析............................................................................................40 4.3.2 动态投资回收期分析....................................................................................40 4.3.3 净现值分析....................................................................................................41 4.3.4 盈亏平衡收入分析........................................................................................41 4.4 项目投资敏感性分析..............................................................................................42 4.4.1 销售毛利率敏感性分析................................................................................42 4.4.2 销售增长率敏感性分析................................................................................43 第 5 章 社会效益分析..........................................................................................................34西南交通大学硕士研究生学位报告 第 V 页 5.1 宏观层面..................................................................................................................45 5.1.1 促进行业的转型升级....................................................................................45 5.1.2 革新企业经营理念........................................................................................45 5.1.3 创造就业机会................................................................................................45 5.1.4 增加政府税收................................................................................................46 5.1.5 带动当地经济发展........................................................................................46 5.2 微观层面..................................................................................................................47 5.2.1 实现公司经营智能化....................................................................................47 5.2.2 提高员工业务能力........................................................................................47 5.2.3 提高公司经营效率........................................................................................47 5.2.4 降低公司经营成本........................................................................................47 第 6 章 项目风险及控制......................................................................................................49 6.1 政策风险及控制......................................................................................................49 6.2 市场风险及控制......................................................................................................49 6.2.1 产品风险........................................................................................................49 6.2.2 竞争对手风险................................................................................................49 6.3 经营风险及控制......................................................................................................49 6.4 财务风险及控制......................................................................................................50 6.4.1 投资风险........................................................................................................50 6.4.2 决策风险........................................................................................................50 6.4.3 流动性风险....................................................................................................50 6.5 技术风险..................................................................................................................51 结论........................................................................................................................................52 致谢........................................................................................................................................53