本文關(guān)鍵詞：海南LZ旅行社有限公司營(yíng)銷策略研究　出處：《內(nèi)蒙古大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 海南旅游 LZ旅行社 SWOT分析 營(yíng)銷策略

【摘要】：在2008年北京奧運(yùn)會(huì)勝利舉辦,全球經(jīng)濟(jì)一體化和世界多元化以及中國(guó)經(jīng)濟(jì)持續(xù)增長(zhǎng)的多種因素推動(dòng)下,中國(guó)旅游業(yè)獲得了巨大的發(fā)展,其中海南國(guó)際旅游島的建成更是促進(jìn)了海南旅游業(yè)大踏步的向前推進(jìn)。但是,在飛速發(fā)展的同時(shí),我們看到了海南旅游業(yè)發(fā)展的瓶頸以及現(xiàn)實(shí)存在的諸多問(wèn)題,比如,惡性競(jìng)爭(zhēng)所帶來(lái)的“填坑團(tuán)”,缺乏職業(yè)道德的導(dǎo)游和地接社賣(mài)團(tuán)等嚴(yán)重問(wèn)題。海南旅游存在的問(wèn)題嚴(yán)重影響了海南旅游業(yè)的長(zhǎng)足發(fā)展,造成了游客整體滿意度不高,回頭率低的嚴(yán)重后果,最終勢(shì)必影響海南旅游的品牌形象,損害旅游業(yè)的整理利益和長(zhǎng)遠(yuǎn)利益。針對(duì)以上現(xiàn)象,本文運(yùn)用旅游營(yíng)銷相關(guān)理論,對(duì)海南旅游的發(fā)展進(jìn)行了歷史的回顧和現(xiàn)狀的分析,分類型對(duì)海南旅游資源進(jìn)行了闡述,采用SWOT分析法對(duì)海南LZ旅行社在當(dāng)今旅游形勢(shì)下的自身優(yōu)劣勢(shì)、機(jī)遇和挑戰(zhàn)進(jìn)行了細(xì)致分析,提出了海南LZ旅行社的營(yíng)銷策略,即要加速升級(jí)觀光旅游產(chǎn)品的同時(shí),著力開(kāi)發(fā)特色旅游產(chǎn)品、深度挖掘文化旅游產(chǎn)品,同時(shí)調(diào)整產(chǎn)品要素的地理分布；促銷策略上一方面要繼續(xù)發(fā)揮傳統(tǒng)促銷手段的作用,另一方面充分利用信息技術(shù)發(fā)展所帶來(lái)的好處,建立網(wǎng)絡(luò)營(yíng)銷平臺(tái),重視智能手機(jī)的作用,利用數(shù)據(jù)庫(kù)掌握客戶信息和消費(fèi)習(xí)慣,還可以通過(guò)舉辦產(chǎn)品推薦會(huì)拉近與客戶的距離,增加客戶會(huì)對(duì)自身產(chǎn)品的熟悉程度。渠道創(chuàng)新做到充分利用區(qū)域優(yōu)勢(shì),發(fā)展地區(qū)連線營(yíng)銷,上下游供貨商合作營(yíng)銷,旅游客源地組團(tuán)社聯(lián)合營(yíng)銷,充分利用分公司以及駐外辦事處的銷售網(wǎng)絡(luò)；價(jià)格策略上要做到價(jià)格規(guī)范性與靈活性并重。除此之外,地接社還要把滿足客戶的需求作為自身工作的靈魂。
[Abstract]:In 2008, with the success of the Beijing Olympic Games, the global economic integration, the diversification of the world and the sustained growth of China's economy, China's tourism industry has achieved tremendous development. Among them, the completion of Hainan International Tourism Island has promoted Hainan's tourism industry to advance. However, with the rapid development of Hainan tourism, we see the bottleneck of Hainan tourism development and many problems in reality. For example, the vicious competition has brought serious problems, such as the "pit packing group", the lack of professional ethics tour guide and the sale group, etc. The tourism problems in Hainan have seriously affected the rapid development of Hainan tourism. As a result, the overall satisfaction of tourists is not high and the rate of turning back is low. Finally, it will inevitably affect the brand image of Hainan tourism, damage the interests of tourism consolidation and long-term interests. Based on the theory of tourism marketing, this paper reviews the development of Hainan tourism and analyzes the present situation, and expounds the tourism resources of Hainan by type. This paper analyzes the advantages and disadvantages, opportunities and challenges of Hainan LZ travel agency under the current tourism situation by using SWOT analysis method, and puts forward the marketing strategy of Hainan LZ travel agency. That is to speed up the upgrading of tourism products at the same time, focus on the development of characteristic tourism products, in-depth mining cultural tourism products, while adjusting the geographical distribution of product elements; On the one hand, the promotion strategy should continue to play the role of traditional means of promotion, on the other hand, make full use of the benefits brought by the development of information technology, establish a network marketing platform, and attach importance to the role of smart phones. Using the database to master customer information and consumption habits, we can also close the distance between customers and customers by holding product recommendations, increase the degree of familiarity with their own products, channel innovation to make full use of regional advantages. Development of regional marketing, upstream and downstream suppliers cooperation marketing, tourism groups and agencies joint marketing, make full use of branches and overseas offices sales network; Price strategy should pay equal attention to price standardization and flexibility. In addition, the local agencies should regard meeting the needs of customers as the soul of their own work.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6;F274

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本文編號(hào)：1377698