發(fā)布時(shí)間：2018-12-07 07:13

【摘要】：隨著我國(guó)居民收入的增長(zhǎng),旅游業(yè)的快速發(fā)展受到了很大的推動(dòng)。各大旅行社的規(guī)模也在逐漸擴(kuò)大,但是旅行社的凈利潤(rùn)卻在不斷減少。主要原因有：低門(mén)檻導(dǎo)致眾多新進(jìn)入者搶占市場(chǎng)。旅游產(chǎn)品缺乏創(chuàng)新和差異化,導(dǎo)致各旅行社之間通過(guò)價(jià)格競(jìng)爭(zhēng)來(lái)?yè)屨伎驮�。然而旅游服�?wù)標(biāo)準(zhǔn)的缺失也使得旅行社在消費(fèi)者心中的地位受到一定的影響。各種人為干擾因素以及自然環(huán)境因素都影響著消費(fèi)者對(duì)旅游服務(wù)的滿(mǎn)意程度。這也充分說(shuō)明,旅游服務(wù)與其他服務(wù)行業(yè)有很多不同之處。 本文從湖南省中國(guó)國(guó)際旅行社有限公司的營(yíng)銷(xiāo)現(xiàn)狀出發(fā),通過(guò)服務(wù)營(yíng)銷(xiāo)的分析方法,分析了湖南國(guó)旅當(dāng)前的營(yíng)銷(xiāo)現(xiàn)狀。發(fā)現(xiàn)湖南國(guó)旅在服務(wù)質(zhì)量、信息化、產(chǎn)品開(kāi)發(fā)、人員素質(zhì)等方面都存在很多問(wèn)題。用高級(jí)SWOT和VRIO模型分析了湖南國(guó)旅服務(wù)營(yíng)銷(xiāo)的內(nèi)外部環(huán)境,找出公司和競(jìng)爭(zhēng)對(duì)手之間的差距,明確了公司的核心競(jìng)爭(zhēng)力,并且得出結(jié)論,公司所處的營(yíng)銷(xiāo)環(huán)境適合于增長(zhǎng)型戰(zhàn)略。之后,通過(guò)對(duì)服務(wù)消費(fèi)行為的分析和市場(chǎng)細(xì)分的分析對(duì)公司目前所處的市場(chǎng)進(jìn)行了深入研究,找到了公司應(yīng)該選擇的目標(biāo)市場(chǎng),明確了公司的市場(chǎng)定位,需要瞄準(zhǔn)中高端市場(chǎng),同時(shí)合理控制好成本。 在上述分析的基礎(chǔ)上,以7Ps服務(wù)營(yíng)銷(xiāo)組合等理論為指導(dǎo),從產(chǎn)品、價(jià)格、促銷(xiāo)、渠道、有形展示、內(nèi)部營(yíng)銷(xiāo)、服務(wù)過(guò)程方面對(duì)湖南國(guó)旅現(xiàn)有的營(yíng)銷(xiāo)策略提出了改進(jìn)后的優(yōu)化方案。在產(chǎn)品策略方面,通過(guò)產(chǎn)品生命周期分析,找到公司最需要的產(chǎn)品組合。通過(guò)附加服務(wù)的分析和設(shè)計(jì),提出了突出公司產(chǎn)品個(gè)性化的方案。在促銷(xiāo)策略方面,論證了服務(wù)溝通對(duì)于服務(wù)促銷(xiāo)的重要性。在有形展示策略中,詳細(xì)分析了服務(wù)環(huán)境設(shè)計(jì)的各個(gè)要素。通過(guò)顧客、員工滿(mǎn)意度分析提出了如何開(kāi)展好內(nèi)部營(yíng)銷(xiāo)的方法。在服務(wù)過(guò)程策略中,用服務(wù)藍(lán)圖的方法,將服務(wù)過(guò)程的設(shè)計(jì)細(xì)分到各個(gè)關(guān)鍵點(diǎn),并提出服務(wù)流程的改進(jìn)辦法。最后對(duì)公司服務(wù)營(yíng)銷(xiāo)策略實(shí)施和保障進(jìn)行了分析,以加強(qiáng)客戶(hù)關(guān)系管理和企業(yè)文化建設(shè)來(lái)實(shí)現(xiàn)公司服務(wù)營(yíng)銷(xiāo)策略的有效實(shí)施,其中還對(duì)網(wǎng)絡(luò)服務(wù)平臺(tái)提出了優(yōu)化建議。
[Abstract]:With the increase of income, the rapid development of tourism has been greatly promoted. Travel agencies are growing in size, but net profits are shrinking. The main reason is: low threshold leads to a large number of new entrants to seize the market. The lack of innovation and differentiation of tourism products leads to price competition among travel agencies to seize the source of tourists. However, the lack of tourism service standards also makes travel agencies in the mind of consumers by a certain impact. All kinds of human interference factors and natural environment factors affect the satisfaction of consumers with tourism services. This fully shows that there are many differences between tourism services and other service industries. Based on the marketing situation of Hunan China International Travel Service Co., Ltd., this paper analyzes the current marketing situation of Hunan CTS through the analysis method of service marketing. It is found that Hunan CTS has many problems in service quality, informatization, product development and personnel quality. This paper analyzes the internal and external environment of Hunan CTS service marketing by using advanced SWOT and VRIO models, finds out the gap between the company and its competitors, clarifies the core competitiveness of the company, and draws a conclusion. The marketing environment of the company is suitable for the growth strategy. After that, through the analysis of the service consumption behavior and the market segmentation, the paper deeply studies the market in which the company is located, finds out the target market that the company should choose, defines the market position of the company, and needs to aim at the middle and high end market. At the same time, reasonable cost control. On the basis of the above analysis, guided by the theory of 7Ps service marketing mix, from the product, price, promotion, channel, visible display, internal marketing, In the aspect of service process, the paper puts forward the optimized scheme of Hunan National Travel Service's existing marketing strategy. In product strategy, through product life cycle analysis, to find the most needed product portfolio. Through the analysis and design of the additional service, the paper puts forward the scheme to highlight the individuation of the company's products. In the aspect of promotion strategy, the importance of service communication to service promotion is demonstrated. In the visible display strategy, the factors of service environment design are analyzed in detail. Through the analysis of customer and employee satisfaction, this paper puts forward the method of how to carry out internal marketing. In the service process strategy, the design of service process is subdivided into each key point by the method of service blueprint, and the improvement method of service process is put forward. Finally, the implementation and guarantee of company service marketing strategy are analyzed in order to strengthen customer relationship management and enterprise culture construction to realize the effective implementation of company service marketing strategy.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6;F274

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