本文選題：服務(wù)營(yíng)銷(xiāo) + 營(yíng)銷(xiāo)策略��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：旅游業(yè)能夠滿足人們?nèi)找嬖鲩L(zhǎng)的物質(zhì)和文化的需要,隨著社會(huì)的發(fā)展,旅游業(yè)日益顯示出它在國(guó)民經(jīng)濟(jì)中的重要地位。旅游行業(yè)發(fā)展迅猛,大小旅行社如潮水般遍地開(kāi)花,延邊白山國(guó)旅在改革發(fā)展的大潮中順勢(shì)而生,占據(jù)延邊地區(qū)豐富的地理資源人文資源,利用自身資源優(yōu)勢(shì)發(fā)展壯大。從最初的幾人的小型旅行社發(fā)展衍變?yōu)槿缃竦木哂幸欢ㄒ?guī)模的延邊白山國(guó)際旅行社,業(yè)務(wù)范圍也從最初吉林省延邊朝鮮自治州,擴(kuò)展到東北三省、海南、俄羅斯、朝鮮等地。由于行業(yè)前景好,同時(shí)延邊白山國(guó)際旅行社的發(fā)展勢(shì)頭比較迅猛,讓一些有想法的創(chuàng)業(yè)者看到一條通向成功的道路,于是在延邊地區(qū)大大小小的旅行社如雨后春筍般迅速建立發(fā)展起來(lái),周邊小型旅行社的建立與發(fā)展對(duì)延邊白山國(guó)際旅行社的成長(zhǎng)形成了強(qiáng)烈的沖擊,使其發(fā)展面臨了一些的問(wèn)題。文章從服務(wù)營(yíng)銷(xiāo)的角度對(duì)延邊白山國(guó)旅面臨的問(wèn)題進(jìn)行剖析,之處延邊白山國(guó)旅在發(fā)展過(guò)程中遇到及存在的問(wèn)題,制定服務(wù)營(yíng)銷(xiāo)策略,希望能夠改善解決公司發(fā)展上的困境,使公司健康持續(xù)的發(fā)展下去。在PEST分析法、波特五力模型、STP服務(wù)營(yíng)銷(xiāo)理論及SWOT分析法的基礎(chǔ)上,分析了延邊白山國(guó)旅的優(yōu)勢(shì)與劣勢(shì),面臨的機(jī)遇及威脅,對(duì)延邊白山國(guó)旅進(jìn)行了目標(biāo)市場(chǎng)細(xì)分,進(jìn)而定位選擇出目標(biāo)市場(chǎng)。針對(duì)目標(biāo)市場(chǎng)類(lèi)型,制定相應(yīng)的服務(wù)營(yíng)銷(xiāo)策略,改善公司的發(fā)展境況,促進(jìn)公司的穩(wěn)健發(fā)展。建立及執(zhí)行相應(yīng)的保障機(jī)制與措施,為營(yíng)銷(xiāo)策略的順利實(shí)施執(zhí)行,提供保障。從價(jià)格、產(chǎn)品、促銷(xiāo)手段、業(yè)務(wù)渠道、人才培養(yǎng)、服務(wù)過(guò)程管理、有型展示等方面提出了營(yíng)銷(xiāo)策略,制定保障措施。本文作為延邊白山國(guó)旅服務(wù)營(yíng)銷(xiāo)策略研究課題的主要內(nèi)容,從服務(wù)營(yíng)銷(xiāo)的角度做出了分析判斷,指出問(wèn)題,提出策略,對(duì)延邊白山國(guó)旅的發(fā)展有一定的借鑒價(jià)值,希望能夠?yàn)槠髽I(yè)的持續(xù)發(fā)展起到促進(jìn)作用。
[Abstract]:Tourism can meet the increasing material and cultural needs of people. With the development of society, tourism has increasingly shown its important position in the national economy. With the rapid development of tourism industry, the travel agencies of big and small blooms everywhere, Yanbian Baishan National Travel Service is born in the tide of reform and development, occupies the rich geographical resources and human resources in Yanbian area, and develops and expands by using its own resource advantages. From the development of small travel agencies of several people to the present Baishan International Travel Service of Yanbian with a certain scale, the business scope has also expanded from the original Yanbian Korean Autonomous Prefecture of Jilin Province to three northeastern provinces, Hainan, Russia, North Korea, and so on. Because of the bright future of the industry and the rapid development of Yanbian Baishan International Travel Agency, some entrepreneurs with ideas have seen a road to success. As a result, travel agencies large and small in Yanbian area sprang up and developed rapidly, and the establishment and development of small travel agencies around Yanbian had a strong impact on the growth of Yanbian Baishan International Travel Agency. It faces some problems in its development. This paper analyzes the problems faced by Yanbian Baishan National Travel Service from the point of view of service marketing, points out the problems encountered and existing in the process of development of Yanbian Baishan National Travel Service, and formulates service marketing strategies in order to improve and solve the predicament of the company's development. To keep the company going. On the basis of PEST analysis, Porter's five-force model and SWOT analysis, this paper analyzes the advantages and disadvantages, opportunities and threats of Yanbian Baishan CTS, and subdivides the target market of Yanbian Baishan CITS. Then the target market is selected. According to the target market type, make the corresponding service marketing strategy, improve the company's development condition, promote the company's steady development. Establish and implement the corresponding safeguard mechanism and measures to guarantee the smooth implementation of marketing strategy. From the price, product, promotion means, business channels, talent training, service process management, stylistic display and other aspects of the marketing strategy, to formulate security measures. As the main content of the research topic of service marketing strategy of Yanbian Baishan CTS, this paper makes an analysis and judgment from the angle of service marketing, points out the problems, and puts forward the strategy, which has certain reference value for the development of Yanbian Baishan CITS. I hope to be able to promote the sustainable development of enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F592.6;F274

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