本文關(guān)鍵詞：OTA背景下中小旅行社營(yíng)銷策略研究　出處：《天津商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中小旅行社 在線旅行社(OTA) 營(yíng)銷策略 網(wǎng)絡(luò)營(yíng)銷

【摘要】：目前,蓬勃發(fā)展的旅游業(yè)已躍升為世界第三大產(chǎn)業(yè)。隨著人類社會(huì)的進(jìn)步與經(jīng)濟(jì)的飛速發(fā)展,旅游業(yè)已成為世界經(jīng)濟(jì)增長(zhǎng)的新亮點(diǎn)和新引擎。旅游業(yè)在經(jīng)濟(jì)發(fā)張中的地位越來越重要,為解決我國(guó)勞動(dòng)力問題、促進(jìn)城市測(cè)發(fā)展、文化的傳承方面發(fā)揮了越來越重要的作用。旅游業(yè)已成為促進(jìn)中國(guó)經(jīng)濟(jì)發(fā)展的重要引擎。隨著互聯(lián)網(wǎng)的普及及在線旅游的發(fā)展,在線旅行社(OTA)以巨大的優(yōu)勢(shì)擠占了傳統(tǒng)旅行社的生存空間。面對(duì)游客消費(fèi)行為散客化,商業(yè)模式在線化的變遷,傳統(tǒng)旅行社營(yíng)銷策略不得不面臨轉(zhuǎn)型升級(jí)。在新的環(huán)境背景下,如何開展市場(chǎng)營(yíng)銷就成為旅行社經(jīng)營(yíng)者的面臨的一項(xiàng)新課題。本文圍繞在OTA沖擊背景下傳統(tǒng)旅行社如何去開展市場(chǎng)營(yíng)銷進(jìn)行了深入的研究,不僅對(duì)傳統(tǒng)旅行社開展新的市場(chǎng)營(yíng)銷策略有現(xiàn)實(shí)的指導(dǎo)意義,而且對(duì)我國(guó)旅游行業(yè)的健康發(fā)展有重大意義。筆者在旅游行業(yè)從業(yè)多年,工作需要十分熱愛和關(guān)注旅游行業(yè)的發(fā)展變化。本文的研究目的在于通過對(duì)傳統(tǒng)旅行社經(jīng)營(yíng)中存在的問題進(jìn)行全面深刻的分析的基礎(chǔ)上,為中小旅行社在OTA沖擊背景下如何去開展市場(chǎng)營(yíng)銷提出具體、切實(shí)可行的對(duì)策建議,促進(jìn)中小旅行社的健康發(fā)展。本文采用理論分析與實(shí)證研究相結(jié)合的方法,通過對(duì)傳統(tǒng)營(yíng)銷理論的探討,網(wǎng)絡(luò)營(yíng)銷理論的研究,同時(shí)進(jìn)行大量的問卷調(diào)查、走訪了大量旅行社獲取第一手資料的基礎(chǔ)上,對(duì)中小旅行社營(yíng)銷現(xiàn)狀及其存在的問題進(jìn)行了深入的研究。通過對(duì)中小旅行社行存在問題的分析,提出相對(duì)應(yīng)的措施和具體實(shí)施方案:中小旅行社營(yíng)銷策略的轉(zhuǎn)變需要從游客需求的角度做出產(chǎn)品上創(chuàng)新;全面開展網(wǎng)絡(luò)營(yíng)銷渠道,通過建設(shè)企業(yè)官網(wǎng)推廣、借助OTA平臺(tái)銷售旅游產(chǎn)品、積極開展微信營(yíng)銷、拓展其他新型網(wǎng)絡(luò)渠道;積極開展促銷策略;實(shí)施差異化的定價(jià)策略。對(duì)中小旅行社營(yíng)銷策略的轉(zhuǎn)變與創(chuàng)新進(jìn)行積極探索,為更多中小型旅行社在OTA沖擊的背景下開展市場(chǎng)營(yíng)銷提供切實(shí)可行的方案。
[Abstract]:At present, the booming tourism industry has leapt to the third largest industry in the world. With the progress of human society and the rapid development of economy. Tourism has become a new bright spot and a new engine of world economic growth. Tourism plays an increasingly important role in the economic development, in order to solve the labor problems in China and promote urban development. Cultural heritage has played an increasingly important role. Tourism has become an important engine to promote the economic development of China. With the popularity of the Internet and the development of online tourism. OTA (online Travel Agency) has taken up the living space of traditional travel agencies with huge advantages. In the face of the consumer behavior of tourists, the change of online business model. Traditional travel agency marketing strategy has to face the transformation and upgrading. In the new environment background. How to carry out marketing has become a new topic for travel agency operators. This paper focuses on how to carry out the marketing of traditional travel agencies under the background of OTA impact. Not only for the traditional travel agencies to carry out new marketing strategies have practical significance, but also for the healthy development of the tourism industry in China, the author has been in the tourism industry for many years. Work needs to love and pay close attention to the development of the tourism industry. The purpose of this paper is to conduct a comprehensive and profound analysis of the problems existing in the operation of traditional travel agencies. In the context of the impact of OTA for small and medium-sized travel agencies how to carry out the marketing of specific, practical countermeasures and suggestions. To promote the healthy development of small and medium-sized travel agencies. This paper uses the combination of theoretical analysis and empirical research, through the traditional marketing theory, network marketing theory research, and carry out a large number of questionnaires. On the basis of visiting a large number of travel agencies to obtain first-hand information, this paper makes a deep study on the current marketing situation and existing problems of small and medium-sized travel agencies, and analyzes the existing problems of small and medium-sized travel agencies. Put forward the corresponding measures and specific implementation plan: the small and medium travel agency marketing strategy transformation needs from the tourist demand angle to make the product innovation; Carry out the network marketing channel in an all-round way, through the construction enterprise official net promotion, with the help of the OTA platform to sell the tourist product, carry out the marketing of WeChat actively, expand other new network channel; Active promotion strategy; Implement the differentiated pricing strategy and actively explore the transformation and innovation of the marketing strategies of small and medium-sized travel agencies, and provide a feasible plan for more small and medium-sized travel agencies to carry out marketing under the background of OTA impact.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李娟;李熙;吳春濤;;電子商務(wù)沖擊下傳統(tǒng)旅行社網(wǎng)絡(luò)營(yíng)銷模式轉(zhuǎn)型探析——以四川省為例[J];商場(chǎng)現(xiàn)代化;2016年02期

2 袁紅;;“互聯(lián)網(wǎng)+”形勢(shì)下旅行社的發(fā)展策略探析[J];科技創(chuàng)業(yè)月刊;2015年17期

3 李紅巖;;旅游企業(yè)網(wǎng)絡(luò)營(yíng)銷對(duì)策研究[J];現(xiàn)代營(yíng)銷(下旬刊);2015年08期

4 李小玲;;“互聯(lián)網(wǎng)+”時(shí)代海南中小型旅行社網(wǎng)絡(luò)營(yíng)銷對(duì)策研究[J];現(xiàn)代商業(yè);2015年21期

5 韓智慧;;旅行社網(wǎng)絡(luò)營(yíng)銷問題研究[J];市場(chǎng)研究;2015年06期

6 張帆;;旅游業(yè)網(wǎng)絡(luò)營(yíng)銷對(duì)策研究[J];現(xiàn)代營(yíng)銷(下旬刊);2015年06期

7 李波;王淑清;;唐山市旅行社網(wǎng)絡(luò)營(yíng)銷的研究[J];旅游縱覽(下半月);2015年05期

8 閻斌;;淺析旅行社網(wǎng)站建設(shè)和推廣策略[J];中國(guó)市場(chǎng);2015年04期

9 黎宏寶;;蘇州旅行社網(wǎng)絡(luò)營(yíng)銷的問題與對(duì)策[J];現(xiàn)代商業(yè);2014年34期

10 李雋波;關(guān)志遠(yuǎn);;中小旅行社入境旅游與出境旅游網(wǎng)絡(luò)營(yíng)銷比較研究[J];企業(yè)導(dǎo)報(bào);2014年15期

相關(guān)碩士學(xué)位論文 前10條

1 郝麗潔;凱悅酒店網(wǎng)絡(luò)營(yíng)銷策略研究[D];北京交通大學(xué);2015年

2 王曉雨;基于使用意愿理論的中小型旅行社網(wǎng)絡(luò)營(yíng)銷策略研究[D];石家莊經(jīng)濟(jì)學(xué)院;2015年

3 李朋盟;A公司網(wǎng)絡(luò)營(yíng)銷推廣策略研究[D];東華大學(xué);2015年

4 史青霞;旅游企業(yè)官方微信對(duì)旅游者行為意愿影響研究[D];湖南師范大學(xué);2015年

5 何仙林;樂驛國(guó)際旅行社有限公司網(wǎng)絡(luò)營(yíng)銷問題與對(duì)策研究[D];廣西師范大學(xué);2015年

6 王暉;QFFG旅行社營(yíng)銷戰(zhàn)略優(yōu)化研究[D];山東理工大學(xué);2015年

7 陳嘉;智慧旅游背景下武漢市中小飯店銷售改善研究[D];廣西師范大學(xué);2015年

8 趙妍;寧夏A旅行社老年旅游產(chǎn)品的營(yíng)銷策略研究[D];寧夏大學(xué);2015年

9 張靖;中國(guó)旅行社入境游市場(chǎng)營(yíng)銷策略研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2014年

10 周娜;鄭州XY旅行社顧客滿意度提升策略研究[D];鄭州大學(xué);2014年

，

本文編號(hào)：1374230