發(fā)布時(shí)間：2018-03-07 14:27

  本文選題：旅行社　切入點(diǎn)：電子商務(wù)　出處：《西南交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：我國旅行社業(yè)不斷發(fā)展,旅游電子商務(wù)作為重要技術(shù)手段逐漸發(fā)揮其巨大潛力及價(jià)值,并且具有廣闊的發(fā)展前景。四川省旅游資源非常豐富,具有紅、古、綠等特色。以四川中青旅行社為代表的一批四川旅行社如何快速突顯電子商務(wù)的獨(dú)特價(jià)值和吸引力,使得產(chǎn)業(yè)升級(jí)與科學(xué)布局,實(shí)現(xiàn)可持續(xù)發(fā)展。因此,短期目標(biāo)是實(shí)現(xiàn)旅行社經(jīng)濟(jì)效益提高,長期目標(biāo)是成功塑造旅行社品牌形象和價(jià)值。這對(duì)于四川旅行社乃至整個(gè)旅游行業(yè)而言,是行業(yè)發(fā)展機(jī)遇更是至關(guān)重要的挑戰(zhàn)。本文以互聯(lián)網(wǎng)發(fā)展和電子商務(wù)為研究視角,對(duì)四川中青旅行社營銷的現(xiàn)狀和存在問題、加快旅行社建設(shè)與發(fā)展的策略進(jìn)行思考和探討。論文主要內(nèi)容如下:第一部分是緒論。包括課題的研究背景、研究目的與意義、研究內(nèi)容以及研究方法。第二部分是概念界定及國內(nèi)外文獻(xiàn)綜述。對(duì)旅行社及旅行社服務(wù)營銷相關(guān)概念進(jìn)行概述,闡述了國內(nèi)外對(duì)旅行社服務(wù)營銷的研究狀況。第三部分,四川中青旅行社的實(shí)證研究。立足產(chǎn)品、定價(jià)、渠道傳播、促銷手段、人員管理等幾方面,從多角度和不同作用出發(fā),闡述了四川中青旅行社服務(wù)營銷現(xiàn)狀。通過調(diào)查問卷方式,深入分析四川中青旅行社服務(wù)營銷存在的問題。第四部分新時(shí)期四川中青旅行社服務(wù)營銷策略。論文指出,首先要構(gòu)建全面的旅行社服務(wù)營銷理念;其次是整合多維的產(chǎn)品資源,逐步擴(kuò)大復(fù)利的網(wǎng)絡(luò)市場(chǎng);第三,推出更能滿足個(gè)性化需求的旅游產(chǎn)品,創(chuàng)立全新品牌形象,第四,要促使旅行社內(nèi)部組織不斷改革升級(jí),提高服務(wù)人員素質(zhì)。最后,做好旅行社售后服務(wù)功能延伸,提高顧客滿意度。最后,歸納總結(jié)全文,指出四川省旅行社要以電子商務(wù)建設(shè)為契機(jī),通過改進(jìn)旅行社現(xiàn)行服務(wù)營銷策略,重新塑造旅行社品牌形象,從而增強(qiáng)旅行社綜合實(shí)力。
[Abstract]:With the continuous development of travel agency industry in China, tourism electronic commerce, as an important technical means, gradually exerts its great potential and value, and has a broad development prospect. Sichuan Province is rich in tourism resources, red and ancient, Green and other characteristics. How to quickly highlight the unique value and attractiveness of electronic commerce by a group of Sichuan travel agencies represented by Sichuan Zhongqing Travel Agency, make industry upgrade and scientific layout, and realize sustainable development. The short-term goal is to improve the economic benefits of travel agencies, and the long-term goal is to successfully build the brand image and value of travel agencies. This paper, from the perspective of Internet development and electronic commerce, analyzes the current situation and existing problems of travel agency marketing in Zhongqing, Sichuan, from the perspective of Internet development and electronic commerce. The main contents of this paper are as follows: the first part is the introduction, including the research background, purpose and significance of the subject. The second part is the definition of the concept and literature review at home and abroad. The related concepts of travel agency and travel agency service marketing are summarized, and the research status of travel agency service marketing at home and abroad is expounded. The third part, The empirical study of Sichuan Zhongqing Travel Agency. Based on the product, pricing, channel communication, promotion means, personnel management and other aspects, from various angles and different roles, This paper expounds the present situation of service marketing of Zhongqing travel agency in Sichuan province, analyzes deeply the problems existing in service marketing of Sichuan Zhongqing travel agency through questionnaire, and points out the service marketing strategy of Sichuan Zhongqing travel agency in the new period of 4th. First, it is necessary to construct a comprehensive concept of travel agency service marketing; secondly, to integrate multi-dimensional product resources and expand the network market of compound interest step by step; third, to introduce tourism products that can better meet the needs of individuation, and to create a brand new image, 4th, It is necessary to continuously reform and upgrade the internal organization of travel agencies and improve the quality of service personnel. Finally, we should do a good job in extending the after-sales service functions of travel agencies to improve customer satisfaction. Finally, we will sum up the full text. It is pointed out that Sichuan travel agency should take the construction of electronic commerce as a turning point, improve the current service marketing strategy of travel agency, remodel the brand image of travel agency, and enhance the comprehensive strength of travel agency.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F592.6

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