本文選題：營銷 + 策略�。� 參考：《西北大學(xué)》2013年碩士論文

【摘要】：市場營銷活動是一切企業(yè)活動的基礎(chǔ),營銷策略的研究成為當(dāng)前企業(yè)首要的問題。通過對南湖國旅營銷策略的研究,揭示其高速發(fā)展與速度減緩的原因,推動營銷策略理論研究的發(fā)展,引領(lǐng)其他中小企業(yè)重視營銷策略,提高競爭力,從而推動旅行社行業(yè)的發(fā)展。 本文運用市場營銷的STP理論、4P理論及4C理論,運用文獻研究法、數(shù)量研究法、抽樣調(diào)查法、個案研究法等,以南湖國旅現(xiàn)有的市場營銷策略為出發(fā)點,通過對現(xiàn)狀的分析提出業(yè)務(wù)類型單一,客源地市場定位狹窄；產(chǎn)品創(chuàng)新不足；定價形式單一；廣告投放不匹配；銷售渠道單一等六個問題,針對上述問題進行了具體的原因分析。并對企業(yè)市場營銷的宏觀和微觀環(huán)境進行了分析。在分析基礎(chǔ)上,確定企業(yè)發(fā)展方向。企業(yè)選定組團與接團兩大目標(biāo)市場,確立創(chuàng)新的市場定位,從五個具體方面改進南湖國旅的市場營銷策略。改進后的產(chǎn)品策略加大了新產(chǎn)品開發(fā)力度,降低了產(chǎn)品成本,提高了服務(wù)質(zhì)量。改進后的價格策略采用多維度價格系統(tǒng),提高市場競爭獲勝機會。改進的后廣告策略拓寬了廣告投放渠道,合理分配了廣告費用。改進后的渠道策略是多渠道并舉全方位為客戶服務(wù)。改進后的顧客策略建立了顧客信息管理系統(tǒng),對客戶價值再挖掘,提高顧客滿意度,培育了顧客忠誠度。并從組織、制度、人員、資金、系統(tǒng)五個方面的改善來保障改進方案順利實施。 市場營銷策略的理論研究各有側(cè)重,但企業(yè)在實際經(jīng)營過程中,要綜合考慮各種因素,制定出適合自身經(jīng)營的策略。南湖國旅根據(jù)自身情況制定的市場營銷策略中第一次明確標(biāo)明其市場導(dǎo)向與顧客導(dǎo)向的并存性質(zhì)。
[Abstract]:Marketing activity is the basis of all enterprises' activities, and the research of marketing strategy has become the most important problem. Through the research on the marketing strategy of Nanhu CTS, it reveals the reasons of its rapid development and slow down, promotes the development of the theoretical research of marketing strategy, and leads other small and medium-sized enterprises to attach importance to the marketing strategy and improve their competitiveness. So as to promote the development of the travel industry. This paper applies the STP theory of marketing and 4C theory, the literature research method, the quantity research method, the sample investigation method, the case study method, etc., taking the existing marketing strategy of Nanhu National Travel Service as the starting point. Through the analysis of the present situation, six problems are put forward, such as: single business type, narrow market positioning of customers, insufficient product innovation, single pricing form, mismatch of advertising, single sales channel, etc. The specific reasons for the above problems are analyzed. And the macro-and micro-environment of enterprise marketing are analyzed. On the basis of analysis, determine the development direction of enterprises. The enterprise chooses the target market of organizing group and receiving group, establishes the market orientation of innovation, and improves the marketing strategy of Nanhu National Travel Service from five aspects. The improved product strategy increases the strength of new product development, reduces product cost and improves service quality. The improved price strategy adopts multi-dimensional price system to improve the chances of winning the market competition. The improved post-advertising strategy broadens the advertising channels and reasonably allocates advertising expenses. The improved channel strategy is multi-channel and omnidirectional service for customers. The improved customer strategy establishes the customer information management system, reexcavates the customer value, enhances the customer satisfaction, and cultivates the customer loyalty. And from the organization, system, personnel, capital, system five aspects of improvement to ensure the smooth implementation of the improvement program. The theoretical research of marketing strategy has its own emphasis, but in the process of operation, enterprises should consider all kinds of factors synthetically and work out the strategy suitable for their own management. The marketing strategy of Nanhu CITS according to its own situation clearly indicates the coexisting nature of its market orientation and customer orientation for the first time.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F592.6

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本文編號：1949307