【摘要】：泰國是個令人神往的國家，在全世界最受歡迎的旅游目的地的排行榜上，泰國歷年來一直位居前十位，并以其特有的陽光、沙灘、美食和文化吸引著來自世界各地的游客。泰國作為第一批向中國游客開放的旅游目的地，近二十年來，一直受到中國游客的歡迎。但是在這表面繁華的背后，，卻隱藏著巨大的隱患。目前，泰國游旅游產(chǎn)品存在著產(chǎn)品單一、虛假廣告、削價競爭、欺騙消費、操作不規(guī)范和低層次競爭等各種問題。特別是近幾年來，泰國旅游的國家形象受到很大的損害，中國赴泰旅游人數(shù)非但沒有上升，反而呈現(xiàn)下降趨勢。從市場調查的結果來看，原因多樣且復雜。泰國需要做出及時的調整，推出適當而及時的營銷組合。 上海是中國最繁華的大都市之一，也是赴泰國旅游的重要市場。目前的上海旅游市場，充滿著各種各樣的旅游產(chǎn)品，市場上的競爭非常激烈。雖然泰國旅游產(chǎn)品擁有與眾不同的旅游吸引物，性價比較高，但是其缺乏創(chuàng)新性，越來越難以滿足消費者的需求。因此，泰國旅游產(chǎn)品的市場需求的情況如何？哪些因素影響了購買泰國旅游產(chǎn)品的消費行為？為了符合游客的消費行為應該采取哪些市場營銷組合？這些都是值得研究的地方。 本文以購買泰國旅游產(chǎn)品的上海消費者為研究對象，以消費購買行為理論為切入點，通過理論研究和實踐研究，對泰國旅游產(chǎn)品和上海出境旅游市場做出了客觀的分析，在此基礎上，運用經(jīng)典營銷理論，從價格、產(chǎn)品、分銷和促銷角度提出了解決策略，以期促進泰國旅游產(chǎn)品在上海市場的發(fā)展。
[Abstract]:Thailand is an amazing country, ranking among the world's most popular tourist destinations in the top 10 over the years and attracting visitors from around the world with its unique sun, beaches, food and culture. Thailand, the first tourist destination to be opened to Chinese tourists, has been welcomed by Chinese tourists for nearly 20 years. But in this surface bustling behind, but hides the huge hidden danger. At present, there are many problems such as single product, false advertisement, low price competition, deceptive consumption, nonstandard operation and low level competition. Especially in recent years, the national image of Thailand's tourism has been greatly damaged, and the number of Chinese tourists to Thailand has not increased, but has shown a downward trend. From the market survey results, the reasons are diverse and complex. Thailand needs to make timely adjustments to introduce an appropriate and timely marketing mix. Shanghai is one of the most prosperous cities in China and an important market for Thailand. At present, the Shanghai tourism market is full of all kinds of tourism products, the competition in the market is very fierce. Although Thailand's tourism products have distinctive tourist attraction and high value for money, they lack innovation and are becoming more and more difficult to meet the needs of consumers. So what is the market demand for tourism products in Thailand? What factors affect the consumption of Thai tourism products? What marketing mix should be adopted in order to conform to tourists' consumption behavior? These are all areas worth studying. This paper takes the Shanghai consumers who buy Thailand tourism products as the research object, takes the consumption purchase behavior theory as the breakthrough point, through the theoretical research and the practice research, has made the objective analysis to the Thailand tourism products and the Shanghai outbound tourism market. On the basis of this, using the classical marketing theory, this paper puts forward the solution strategy from the angle of price, product, distribution and promotion, in order to promote the development of Thailand tourism products in Shanghai market.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F593.36

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本文編號：2376510