本文選題：旅行社 + 旅游法��； 參考：《四川師范大學(xué)》2014年碩士論文

【摘要】：改革開(kāi)放以來(lái)，旅游產(chǎn)業(yè)快速崛起，成為我國(guó)國(guó)民經(jīng)濟(jì)的重要支柱產(chǎn)業(yè)。在中國(guó)旅游產(chǎn)業(yè)的興起過(guò)程中，旅游企業(yè)的發(fā)展受到國(guó)家政策大力支持，旅游法律制度日漸完善，旅游企業(yè)發(fā)展環(huán)境趨好，旅游企業(yè)逐漸壯大。旅游企業(yè)在數(shù)量和規(guī)模上都取得長(zhǎng)足的進(jìn)步，旅游從業(yè)人員眾多，進(jìn)入21世紀(jì)后，旅游企業(yè)的經(jīng)營(yíng)收入和接待旅游總數(shù)連創(chuàng)新高，成為第三產(chǎn)業(yè)中舉足輕重的部門(mén)。然而，隨著旅游市場(chǎng)進(jìn)入競(jìng)爭(zhēng)“白熱化”階段，旅游企業(yè)屢屢發(fā)生“導(dǎo)游宰客”、“強(qiáng)制購(gòu)物”等行為，損害旅游消費(fèi)者合法權(quán)益。2013年10月1日，我國(guó)首部《旅游法》的實(shí)施后，旅游市場(chǎng)中眾多中小旅游公司常用的“零負(fù)團(tuán)費(fèi)”低價(jià)團(tuán)營(yíng)銷(xiāo)手段“失靈”了，為了在殘酷的市場(chǎng)競(jìng)爭(zhēng)中取得一席之地，中小型旅游公司需要重構(gòu)自身旅游市場(chǎng)營(yíng)銷(xiāo)策略，為消費(fèi)者提供優(yōu)質(zhì)的旅游服務(wù)。 本文以ZF旅游公司作為論文研究對(duì)象，通過(guò)收集和查閱文獻(xiàn)資料，在吸收前人研究成果的基礎(chǔ)上，，首選對(duì)ZF旅游公司外部營(yíng)銷(xiāo)環(huán)境進(jìn)行分析，介紹了四川省內(nèi)豐富的旅游資源、經(jīng)濟(jì)、社會(huì)發(fā)展情況等宏觀因素；其次，通過(guò)對(duì)ZF旅游公司內(nèi)部營(yíng)銷(xiāo)環(huán)境的分析，運(yùn)用SWOT分析法結(jié)合該公司具體情況，選擇公司的目標(biāo)市場(chǎng)；最后，按照4Ps營(yíng)銷(xiāo)組合，結(jié)合前文分析，對(duì)ZF旅游公司現(xiàn)有的營(yíng)銷(xiāo)組合策略進(jìn)行梳理，并且提出了針對(duì)性的改進(jìn)建議。由于筆者學(xué)術(shù)功底薄弱，旅游行業(yè)營(yíng)銷(xiāo)實(shí)戰(zhàn)經(jīng)驗(yàn)有限，在本文寫(xiě)作過(guò)程中，未能就ZF公司旅游營(yíng)銷(xiāo)相關(guān)問(wèn)題進(jìn)行深入分析，本文不足之處將在以后的工作當(dāng)中繼續(xù)改進(jìn)。筆者期望在論文中提出的針對(duì)ZF旅游公司的市場(chǎng)營(yíng)銷(xiāo)組合策略改進(jìn)建議能我國(guó)中小旅游公司營(yíng)銷(xiāo)實(shí)踐有所裨益。
[Abstract]:Since the reform and opening up, the tourism industry has risen rapidly and become an important pillar industry of our national economy. In the process of the development of China's tourism industry, the development of tourism enterprises is strongly supported by the national policies, the tourism legal system is improving day by day, the development environment of tourism enterprises is getting better, and the tourism enterprises are gradually expanding. Tourism enterprises have made great progress in both quantity and scale. After entering the 21st century, the operating income and the total number of tourism received by tourism enterprises have reached a new high, and become a pivotal department in the tertiary industry. However, as the tourism market enters the stage of "white-hot" competition, tourism enterprises frequently occur "tour guide killing", "compulsory shopping" and other acts, which damage the legitimate rights and interests of tourism consumers. After the implementation of the first "Tourism Law" in our country, many small and medium-sized tourism companies in the tourism market used "zero negative tour fee" low price group marketing means "failure", in order to get a place in the cruel market competition, Small and medium-sized tourism companies need to restructure their own tourism marketing strategies to provide high-quality tourism services for consumers. In this paper, ZF Tourism Company as the research object, through collecting and consulting literature, on the basis of absorbing the previous research results, the first choice of ZF tourism company external marketing environment analysis, introduced the rich tourism resources in Sichuan Province. Secondly, through the analysis of the internal marketing environment of ZF Tourism Company, using SWOT analysis method to combine the specific situation of the company, select the target market of the company; finally, according to the 4Ps marketing mix, Combined with the previous analysis, this paper combs the existing marketing mix strategy of ZF Tourism Company, and puts forward some suggestions for improvement. Due to the author's weak academic foundation and limited experience in tourism marketing, in the process of writing this article, the author failed to make a thorough analysis of the problems related to the tourism marketing of ZF Company, and the deficiencies of this paper will continue to be improved in the future work. The author hopes that the suggestion of improving the marketing mix strategy for ZF tourism companies in this paper will be helpful to the marketing practice of small and medium-sized tourism companies in China.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：D922.294;F592.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 吳金明;新經(jīng)濟(jì)時(shí)代的“4V”營(yíng)銷(xiāo)組合[J];中國(guó)工業(yè)經(jīng)濟(jì);2001年06期

本文編號(hào)：2107455