A公司大學(xué)生旅游市場(chǎng)營(yíng)銷(xiāo)策略研究
發(fā)布時(shí)間：2018-08-26 18:23
【摘要】：本文通過(guò)對(duì)A公司大學(xué)生旅游市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀分析，找出其營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題及成因。分析A公司大學(xué)生旅游市場(chǎng)外部和內(nèi)部營(yíng)銷(xiāo)環(huán)境，采用TOWS分析法對(duì)其進(jìn)行綜合評(píng)價(jià)，得出A公司要繼續(xù)發(fā)展該項(xiàng)目，就要開(kāi)發(fā)適合大學(xué)生的旅游產(chǎn)品；組建大學(xué)生旅游項(xiàng)目團(tuán)隊(duì)，激勵(lì)員工推廣旅游產(chǎn)品；建立值得信賴(lài)的品牌形象；制定“4P”組合營(yíng)銷(xiāo)策略。運(yùn)用“4P”營(yíng)銷(xiāo)策略制定A公司大學(xué)生旅游市場(chǎng)營(yíng)銷(xiāo)策略，包括產(chǎn)品策略、價(jià)格策略、品牌策略和促銷(xiāo)策略。為確保營(yíng)銷(xiāo)策略的有效實(shí)施，，從組織結(jié)構(gòu)調(diào)整及人力資源管理保障措施、實(shí)施客戶(hù)關(guān)系管理和網(wǎng)站維護(hù)及網(wǎng)絡(luò)營(yíng)銷(xiāo)維護(hù)三個(gè)方面提出保障措施建議。
[Abstract]:By analyzing the current situation of college students' tourism marketing in company A, this paper finds out the problems and causes in the process of marketing. This paper analyzes the external and internal marketing environment of the college students' tourism market of Company A, and evaluates it comprehensively by using the TOWS analysis method, and draws the conclusion that Company A should develop the tourism products suitable for college students if it wants to continue to develop the project. Set up the university student tour project team, encourage the staff to promote the tourism product, establish the reliable brand image, formulate the "4p" combination marketing strategy. Using the "4p" marketing strategy to formulate the marketing strategy for college students in company A, including product strategy, price strategy, brand strategy and promotion strategy. In order to ensure the effective implementation of marketing strategy, some suggestions are put forward from three aspects: organizational structure adjustment and human resource management safeguard measures, implementation of customer relationship management, website maintenance and network marketing maintenance.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6
[Abstract]:By analyzing the current situation of college students' tourism marketing in company A, this paper finds out the problems and causes in the process of marketing. This paper analyzes the external and internal marketing environment of the college students' tourism market of Company A, and evaluates it comprehensively by using the TOWS analysis method, and draws the conclusion that Company A should develop the tourism products suitable for college students if it wants to continue to develop the project. Set up the university student tour project team, encourage the staff to promote the tourism product, establish the reliable brand image, formulate the "4p" combination marketing strategy. Using the "4p" marketing strategy to formulate the marketing strategy for college students in company A, including product strategy, price strategy, brand strategy and promotion strategy. In order to ensure the effective implementation of marketing strategy, some suggestions are put forward from three aspects: organizational structure adjustment and human resource management safeguard measures, implementation of customer relationship management, website maintenance and network marketing maintenance.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6
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4 楊e
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