本文關(guān)鍵詞： 大數(shù)據(jù) 定制旅游 商業(yè)模式 體驗式營銷 市場細分 營銷組合策略　出處：《東華大學》2017年碩士論文　論文類型：學位論文

【摘要】：2016年我國出境旅游人數(shù)已經(jīng)達到1.22億左右,在過去幾年里其平均增長率保持在10%以上。隨著人均可支配收入的不斷提高,對高品質(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性化旅游需求。本文通過商業(yè)計劃書的形式來籌劃微環(huán)球旅行俱樂部項目的投資、運營、營銷、戰(zhàn)略和執(zhí)行等。同時,融合工商管理課程所學的戰(zhàn)略管理、市場營銷、財務(wù)管理、戰(zhàn)略執(zhí)行等知識,為該商業(yè)計劃的分析提供理論和實踐的基礎(chǔ)。首先,從我國經(jīng)濟發(fā)展持續(xù)增長、全球政治格局穩(wěn)定和全球旅游地區(qū)開放度提高三方面分析,說明如今出境旅游已經(jīng)成為人們的一種慣性需求。隨著國民人均GDP高速增長、通過對傳統(tǒng)旅游模式與游客需求分析和大型旅游機構(gòu)主要客戶群定位三個維度推演,傳統(tǒng)的出境旅游模式已經(jīng)無法滿足人們對出境旅游日益增長的個性化需求。隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展、人們個性化旅游需求和傳統(tǒng)旅游行業(yè)的市場定位縫隙,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)球旅行俱樂部的項目三大創(chuàng)新點:旅游模式的創(chuàng)新、組織管理模式的創(chuàng)新和營銷模式創(chuàng)新。值得一提的是,俱樂部引進了基于路線定制平臺的3D旅行預(yù)體驗視頻,開啟了體驗式營銷的篇章,讓游客提前感受即將開啟的美妙之旅。闡述了俱樂部的概況、價值主張、俱樂部的產(chǎn)品的優(yōu)勢以及俱樂部的內(nèi)部優(yōu)劣勢分析。同時,對俱樂部的行業(yè)和宏觀環(huán)境分析,運用SLEPT分析法對俱樂部的外部環(huán)境進行分析。基于波特五力分析模型的俱樂部的行業(yè)競爭分析,有效地評估客觀的競爭環(huán)境。運用SWOT模型分析俱樂部內(nèi)部優(yōu)勢與劣勢和外部機會與威脅,幫助俱樂部制定戰(zhàn)略和執(zhí)行戰(zhàn)略時聚焦在自身的優(yōu)勢和有較多機會的方面,讓俱樂部的戰(zhàn)略更清晰化。再次,通過市場調(diào)查問卷的形式收集、整理、分析受訪者的基本信息、消費能力、消費偏好、消費時間及購買動機等影響購買決策因素。運用STP理論,分析俱樂部的市場細分、目標市場選擇和市場定位。基于市場目標定位的分析,應(yīng)用4Ps營銷理論來制定俱樂部的營銷組合策略,分析影響營銷的主要因素,產(chǎn)品、價格、渠道和促銷四個因素,找到最合適它們最佳策略,更好地滿足目標市場的消費需求,進而俱樂部將獲得最佳美譽度和最優(yōu)的業(yè)績。最后,運營計劃介紹了俱樂部的運營概況、組織構(gòu)架、人員配置、管理機制、質(zhì)量保證機制與質(zhì)量保全措施、以及俱樂部的發(fā)展戰(zhàn)略和執(zhí)行評估。闡述了俱樂部的財務(wù)計劃,包含運營成本、費用估算、營業(yè)收入和未來五年俱樂部的財務(wù)報表預(yù)測。俱樂部的盈利能力和投資回報進行分析,同時分析了風險管理和風投退出機制。通過對該項目的俱樂部的內(nèi)、外部環(huán)境、財務(wù)計劃和風險管控等的綜合分析和評估,驗證了微環(huán)球旅行俱樂部將是一個可執(zhí)行且值得投資的項目,同時對探索旅游行業(yè)的未來發(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.

【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592;F125

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