發(fā)布時(shí)間：2018-03-18 18:00

  本文選題：酒店預(yù)訂　切入點(diǎn)：商旅服務(wù)　出處：《大連理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的發(fā)展,國(guó)內(nèi)外商務(wù)及休閑旅行需求也與日俱增。目前國(guó)內(nèi)已有CTRIP、ELONG等大公司從事商旅服務(wù),但從市場(chǎng)需求來(lái)看,遠(yuǎn)遠(yuǎn)不能滿足廣大旅行者的需要。一些中小型商旅服務(wù)機(jī)構(gòu)應(yīng)運(yùn)而生,但由于各種原因,往往在市場(chǎng)競(jìng)爭(zhēng)中曇花一現(xiàn)。中小型商旅服務(wù)公司如何能獨(dú)辟蹊徑,在市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地,有效補(bǔ)充商旅市場(chǎng)需求,有著極其重要的現(xiàn)實(shí)意義。 本文應(yīng)用市場(chǎng)營(yíng)銷(xiāo)和服務(wù)行業(yè)的理論,對(duì)S商旅服務(wù)公司的營(yíng)銷(xiāo)策略進(jìn)行分析。首先,論文對(duì)S公司所處的營(yíng)銷(xiāo)環(huán)境進(jìn)行分析：從政治法律環(huán)境、宏觀經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、自然環(huán)境四方面分析了S公司所處的營(yíng)銷(xiāo)宏觀環(huán)境；根據(jù)邁克爾·波特的產(chǎn)業(yè)結(jié)構(gòu)理論,以波特的產(chǎn)業(yè)競(jìng)爭(zhēng)五力模型為基礎(chǔ),對(duì)行業(yè)的競(jìng)爭(zhēng)現(xiàn)狀進(jìn)行分析；從旅行行業(yè)整體發(fā)展及顧客需求方面對(duì)S公司的市場(chǎng)需求進(jìn)行分析；在對(duì)公司內(nèi)部環(huán)境詳細(xì)分析的基礎(chǔ)上,運(yùn)用SWOT分析工具,研討了公司市場(chǎng)發(fā)展的優(yōu)勢(shì)和劣勢(shì)、機(jī)會(huì)和威脅。其次,論文在對(duì)國(guó)內(nèi)外旅行者需求特征進(jìn)行總結(jié)的基礎(chǔ)上,做出客戶市場(chǎng)細(xì)分,分析并確定了S公司的目標(biāo)市場(chǎng)及定位。接下來(lái),論文結(jié)合公司的具體經(jīng)營(yíng)情況,運(yùn)用服務(wù)營(yíng)銷(xiāo)學(xué)知識(shí),從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、人員、有形展示、過(guò)程方面提出公司的7P營(yíng)銷(xiāo)組合策略。最后,論文從組織結(jié)構(gòu)、報(bào)酬制度、企業(yè)文化、員工培訓(xùn)、危機(jī)處理等方面提出策略實(shí)施的保障措施。 本文所探討的市場(chǎng)營(yíng)銷(xiāo)策略將用于S商旅服務(wù)公司未來(lái)的市場(chǎng)營(yíng)銷(xiāo)工作實(shí)踐中,期望通過(guò)該研究的應(yīng)用,促進(jìn)公司營(yíng)銷(xiāo)管理工作的優(yōu)化,增強(qiáng)S公司在激烈市場(chǎng)競(jìng)爭(zhēng)中的差異化優(yōu)勢(shì),并對(duì)其他中小型商旅公司發(fā)展起到借鑒作用。
[Abstract]:With the development of China's economy, the demand for business and leisure travel is increasing at home and abroad. At present, there are some large companies, such as CTRIPPERONG, which are engaged in business travel services, but from the point of view of market demand, Far from being able to meet the needs of the vast number of travelers. Some small and medium-sized business travel service organizations came into being, but for various reasons, they are often short-lived in the market competition. How can small and medium-sized business travel service companies find their own way? It is of great practical significance to establish an invincible position in the market competition and effectively supplement the demand of the business travel market. This paper applies the theory of marketing and service industry to analyze the marketing strategy of S Business Travel Service Company. Firstly, the paper analyzes the marketing environment of S Company: from the political and legal environment, macroeconomic environment, Social and cultural environment, natural environment, the marketing macro environment of S company, according to Michael Porter's theory of industrial structure, based on Porter's five-force model of industrial competition, to analyze the current situation of industry competition; This paper analyzes the market demand of S Company from the aspects of the overall development of the travel industry and customer demand. On the basis of the detailed analysis of the company's internal environment, it discusses the advantages and disadvantages of the company's market development by using the SWOT analysis tool. Secondly, on the basis of summarizing the characteristics of domestic and foreign travelers' needs, the paper makes a customer market segmentation, analyzes and determines the target market and positioning of S Company. Next, the paper combines the company's specific management situation. Using the knowledge of service marketing, the paper puts forward the company's 7P marketing combination strategy from the aspects of product, price, channel, promotion, personnel, physical display and process. Finally, the paper discusses the organization structure, compensation system, corporate culture, employee training, etc. Crisis management and other aspects of strategic implementation of the security measures. The marketing strategy discussed in this paper will be used in the marketing practice of S Business Travel Service Company in the future. It is expected that the application of this research will promote the optimization of the marketing management of the company. Enhance S company's differentiation advantage in the fierce market competition, and play a reference role in the development of other small and medium-sized business travel companies.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F592.6

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