本文關(guān)鍵詞： 大數(shù)據(jù) 定制旅游 商業(yè)模式 體驗(yàn)式營(yíng)銷 市場(chǎng)細(xì)分 營(yíng)銷組合策略　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：2016年我國(guó)出境旅游人數(shù)已經(jīng)達(dá)到1.22億左右,在過(guò)去幾年里其平均增長(zhǎng)率保持在10%以上。隨著人均可支配收入的不斷提高,對(duì)高品質(zhì)生活的不斷追求,傳統(tǒng)的旅游模式已經(jīng)不能再滿足游客日益暴漲的個(gè)性化旅游需求。本文通過(guò)商業(yè)計(jì)劃書的形式來(lái)籌劃微環(huán)球旅行俱樂(lè)部項(xiàng)目的投資、運(yùn)營(yíng)、營(yíng)銷、戰(zhàn)略和執(zhí)行等。同時(shí),融合工商管理課程所學(xué)的戰(zhàn)略管理、市場(chǎng)營(yíng)銷、財(cái)務(wù)管理、戰(zhàn)略執(zhí)行等知識(shí),為該商業(yè)計(jì)劃的分析提供理論和實(shí)踐的基礎(chǔ)。首先,從我國(guó)經(jīng)濟(jì)發(fā)展持續(xù)增長(zhǎng)、全球政治格局穩(wěn)定和全球旅游地區(qū)開(kāi)放度提高三方面分析,說(shuō)明如今出境旅游已經(jīng)成為人們的一種慣性需求。隨著國(guó)民人均GDP高速增長(zhǎng)、通過(guò)對(duì)傳統(tǒng)旅游模式與游客需求分析和大型旅游機(jī)構(gòu)主要客戶群定位三個(gè)維度推演,傳統(tǒng)的出境旅游模式已經(jīng)無(wú)法滿足人們對(duì)出境旅游日益增長(zhǎng)的個(gè)性化需求。隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展、人們個(gè)性化旅游需求和傳統(tǒng)旅游行業(yè)的市場(chǎng)定位縫隙,使得基于互聯(lián)網(wǎng)的大數(shù)據(jù)分析和定制旅游的新型商業(yè)模式成為一種可能。其次,介紹微環(huán)球旅行俱樂(lè)部的項(xiàng)目三大創(chuàng)新點(diǎn):旅游模式的創(chuàng)新、組織管理模式的創(chuàng)新和營(yíng)銷模式創(chuàng)新。值得一提的是,俱樂(lè)部引進(jìn)了基于路線定制平臺(tái)的3D旅行預(yù)體驗(yàn)視頻,開(kāi)啟了體驗(yàn)式營(yíng)銷的篇章,讓游客提前感受即將開(kāi)啟的美妙之旅。闡述了俱樂(lè)部的概況、價(jià)值主張、俱樂(lè)部的產(chǎn)品的優(yōu)勢(shì)以及俱樂(lè)部的內(nèi)部?jī)?yōu)劣勢(shì)分析。同時(shí),對(duì)俱樂(lè)部的行業(yè)和宏觀環(huán)境分析,運(yùn)用SLEPT分析法對(duì)俱樂(lè)部的外部環(huán)境進(jìn)行分析�；诓ㄌ匚辶Ψ治瞿Ｐ偷木銟�(lè)部的行業(yè)競(jìng)爭(zhēng)分析,有效地評(píng)估客觀的競(jìng)爭(zhēng)環(huán)境。運(yùn)用SWOT模型分析俱樂(lè)部?jī)?nèi)部?jī)?yōu)勢(shì)與劣勢(shì)和外部機(jī)會(huì)與威脅,幫助俱樂(lè)部制定戰(zhàn)略和執(zhí)行戰(zhàn)略時(shí)聚焦在自身的優(yōu)勢(shì)和有較多機(jī)會(huì)的方面,讓俱樂(lè)部的戰(zhàn)略更清晰化。再次,通過(guò)市場(chǎng)調(diào)查問(wèn)卷的形式收集、整理、分析受訪者的基本信息、消費(fèi)能力、消費(fèi)偏好、消費(fèi)時(shí)間及購(gòu)買動(dòng)機(jī)等影響購(gòu)買決策因素。運(yùn)用STP理論,分析俱樂(lè)部的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位�；谑袌�(chǎng)目標(biāo)定位的分析,應(yīng)用4Ps營(yíng)銷理論來(lái)制定俱樂(lè)部的營(yíng)銷組合策略,分析影響營(yíng)銷的主要因素,產(chǎn)品、價(jià)格、渠道和促銷四個(gè)因素,找到最合適它們最佳策略,更好地滿足目標(biāo)市場(chǎng)的消費(fèi)需求,進(jìn)而俱樂(lè)部將獲得最佳美譽(yù)度和最優(yōu)的業(yè)績(jī)。最后,運(yùn)營(yíng)計(jì)劃介紹了俱樂(lè)部的運(yùn)營(yíng)概況、組織構(gòu)架、人員配置、管理機(jī)制、質(zhì)量保證機(jī)制與質(zhì)量保全措施、以及俱樂(lè)部的發(fā)展戰(zhàn)略和執(zhí)行評(píng)估。闡述了俱樂(lè)部的財(cái)務(wù)計(jì)劃,包含運(yùn)營(yíng)成本、費(fèi)用估算、營(yíng)業(yè)收入和未來(lái)五年俱樂(lè)部的財(cái)務(wù)報(bào)表預(yù)測(cè)。俱樂(lè)部的盈利能力和投資回報(bào)進(jìn)行分析,同時(shí)分析了風(fēng)險(xiǎn)管理和風(fēng)投退出機(jī)制。通過(guò)對(duì)該項(xiàng)目的俱樂(lè)部的內(nèi)、外部環(huán)境、財(cái)務(wù)計(jì)劃和風(fēng)險(xiǎn)管控等的綜合分析和評(píng)估,驗(yàn)證了微環(huán)球旅行俱樂(lè)部將是一個(gè)可執(zhí)行且值得投資的項(xiàng)目,同時(shí)對(duì)探索旅游行業(yè)的未來(lái)發(fā)展有一定的借鑒作用。
[Abstract]:In 2016, the number of outbound tourism in China has reached 122 million, in the past few years, the average growth rate remained above 10%. With the increase of per capita disposable income, the continuous pursuit of high quality of life, the traditional tourism mode has been unable to meet the personalized travel needs of tourists increasingly soaring. Through the form of a business plan planning to travel around the world club micro project investment, operation, marketing, strategy and execution. At the same time, the strategic management, the integration of business management courses in marketing, financial management, implementation of the strategy of knowledge, provide theoretical and practical basis for the analysis of the business plan. First of all, from China's economic sustainable development growth in global politics stable and open global tourism area improved by three degree analysis, that in today's outbound tourism has become a kind of inertia with the needs of the people. The National People GDP high speed growth, the requirements of the traditional mode of travel and tourist major customer analysis and large travel agency group positioning the three dimensions of deduction, the traditional tourism mode cannot satisfy the personalized needs of outbound tourism growing. With the rapid development of Internet technology, market positioning gap people personalized tourism demand and traditional tourism industry the new business model, big data analysis and custom tourism based on Internet becomes a possibility. Secondly, three big innovation introduced micro world tour Club Project: the innovation of tourism mode, the mode of organization and management innovation and marketing innovation. It is worth mentioning that the club has introduced the 3D pre travel route customization platform based on the experience of video, open the experiential marketing discourse, let visitors feel ahead of the upcoming wonderful trip. Describes the club The general situation, value proposition, analysis of internal strengths and advantages as well as the club club products. At the same time, the analysis of the club's industry and the macro environment, analyzed by SLEPT analysis method. The analysis of the external environment of the club Potter Porter Model club competition based on the effective objective assessment of the competitive environment using SWOT. The club model to analyze the internal strengths and weaknesses and external opportunities and threats, to help the club develop strategy and implementation strategy focusing on its advantages and have more opportunities, let the club's strategy more clear. Thirdly, through the market survey questionnaire collection, collation, analysis of the basic information of respondents, consumption, consumption consumer preferences, time and purchase motivation affect the purchase decision factors. Using STP theory, analysis of the club's market segmentation, target market selection and market Analysis of market positioning. The target positioning based on the marketing strategy of 4Ps marketing theory to make the club, the analysis of main factors influencing marketing, product, price, channel and promotion of four factors, to find the most suitable their best strategy, to better meet the target market of consumer demand, and the club will get the best reputation and best results. Finally, the paper introduces the operation situation of operation plan, the club's organizational structure, personnel allocation, management mechanism, mechanism and quality preservation measures to ensure the quality, and the club's development strategy and implementation evaluation are expounded. The club's financial plan, including operating costs, operating income and cost estimates, the next five years the club's financial statements forecasting. The club's profitability and return on investment analysis, and analyzes the risk management and venture capital exit mechanism. Based on the project of the club The comprehensive analysis and evaluation of internal and external environment, financial planning and risk management and so on verified that the micro globe travel club will be an executable and worthwhile investment project, and also has some reference for exploring the future development of tourism industry.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592;F125

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