【摘要】：隨著旅游業(yè)的發(fā)展,旅行社將面臨兩部分客源市場：一是高端旅游市場；一是大眾觀光旅游市場。對于高端旅游者,旅行社將以特色取勝,突出產(chǎn)品與服務優(yōu)勢；而對于后者,旅行社將以規(guī)�；�(jīng)營取勝,突出價格優(yōu)勢；兩者齊頭并進。目前國內(nèi)的大多數(shù)旅游企業(yè)往往過多關(guān)注激進式的價格大戰(zhàn)而忽略了產(chǎn)品的創(chuàng)新,千篇一律的規(guī)�；�(jīng)營更談不上服務的跟進。而在國際上,非大眾觀光旅游市場的比例已經(jīng)達到了77.5%。因此,小旅游企業(yè)在不具備規(guī)模優(yōu)勢的前提下,要想在競爭中搶占先機,必須要明確定位高端、占領(lǐng)高端。 同時,對于旅游企業(yè)來講,產(chǎn)品和游線容易被克隆是普遍存在的問題,而定位高端定制旅游市場是基于尊重每一位顧客的個性化需求,開發(fā)具有高附加值的、一對一定制的產(chǎn)品,同時,高端旅游企業(yè)對員工和導游服務人員等投入大量的物力和精力進行專業(yè)素養(yǎng)培訓和企業(yè)文化的精心培養(yǎng),這樣的特色產(chǎn)品和人性化服務往往是很難被克隆的。因此,小旅游企業(yè)要在市場競爭激烈的大環(huán)境下,明確定位高端定制旅游市場,并通過提升產(chǎn)品和服務質(zhì)量來規(guī)避價格戰(zhàn)并贏得企業(yè)核心競爭力。只有這樣,小旅游企業(yè)才能創(chuàng)造可持續(xù)發(fā)展的盈利模式并在激烈的市場競爭中成功立足。 本文將通過對小旅游企業(yè)提供高端定制旅游服務的營銷分析與研究,一方面嘗試進一步豐富旅游營銷理論；另一方面也為作者正在創(chuàng)辦的以提供高端定制旅游服務為核心業(yè)務的小旅游企業(yè)發(fā)展提供參考意見。
[Abstract]:With the development of tourism, travel agencies will face two parts of the tourist market: one is the high-end tourism market, the other is the mass tourism market. For high-end tourists, the travel agency will win by its characteristics, highlighting the advantages of products and services; for the latter, the travel agency will win by large-scale operation, highlighting the price advantage; the two will go hand in hand. At present, most domestic tourism enterprises tend to pay too much attention to the radical price wars and ignore the innovation of products. Internationally, the non-mass tourism market has reached 77.5 percent. Therefore, small tourism enterprises in the absence of the premise of scale advantage, in order to seize the first opportunity in the competition, we must clearly position the high-end, occupy the high-end. At the same time, for tourism enterprises, the easy cloning of products and tour lines is a common problem, and positioning high-end customized tourism market is based on respect for the individual needs of each customer, development with high added value. One to one customized products, at the same time, high-end tourism enterprises to staff and tour guide service personnel and so on a lot of material resources and energy for professional literacy training and corporate culture careful cultivation, Such characteristic products and humanized services are often difficult to clone. Therefore, small tourism enterprises should clearly position the high-end custom-made tourism market in the environment of fierce market competition, and by improving the quality of products and services to avoid the price war and win the core competitiveness of enterprises. Only in this way, small tourism enterprises can create sustainable development profit model and succeed in the fierce market competition. This paper will try to enrich the theory of tourism marketing by analyzing and researching the marketing of high-end custom-made tourism service provided by small tourism enterprises on the one hand; On the other hand, it also provides the reference for the development of the small tourism enterprises which provide high-end custom-made tourism service as the core business.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F592.6

【參考文獻】

相關(guān)期刊論文 前10條

1 彭華;試論經(jīng)濟中心型城市旅游的商務主導模式——以汕頭市為例[J];地理科學;1999年02期

2 趙鑫;李永文;;論我國高端旅游的發(fā)展現(xiàn)狀與對策[J];桂林旅游高等�？茖W校學報;2007年05期

3 柯球;;淺談旅行社的宣傳與營銷策略[J];傳承;2009年08期

4 黃亮,朱海森;旅行社針對高端入境旅游市場的開發(fā)問題——從“"wildchina”得到的啟示[J];華東經(jīng)濟管理;2005年01期

5 于嵐;文化旅游概念不宜泛化[J];北京第二外國語學院學報;2000年03期

6 高愛民;關(guān)于中國商務旅游問題的若干思考[J];北京第二外國語學院學報;2002年06期

7 舒小林;明慶忠;毛劍梅;麻新華;;生態(tài)旅游、旅游循環(huán)經(jīng)濟和旅游可持續(xù)發(fā)展[J];昆明大學學報;2007年02期

8 喻學才;王健民;;高端旅游的基準與標準探討[J];旅游科學;2006年02期

9 張凌云;;國際上流行的旅游定義和概念綜述——兼對旅游本質(zhì)的再認識[J];旅游學刊;2008年01期

10 金挺挺;;高端旅游產(chǎn)品的開發(fā)及經(jīng)營策略研究[J];全國商情(經(jīng)濟理論研究);2009年19期

，

本文編號：2270409