【摘要】：隨著世界經(jīng)濟(jì)的發(fā)展，旅游逐漸成為普通人日常消費(fèi)生活中的一部分，旅游經(jīng)濟(jì)已經(jīng)成為世界經(jīng)濟(jì)體中的一個(gè)重要組成部分，酒店、交通、旅行社成為旅游經(jīng)濟(jì)的三大支柱。近年來(lái)，在經(jīng)濟(jì)發(fā)展推動(dòng)之下，我國(guó)的旅游產(chǎn)業(yè)迅速發(fā)展，由于準(zhǔn)入門檻較低，旅行社大量出現(xiàn)，市場(chǎng)競(jìng)爭(zhēng)激烈。大部分中小旅行社面臨產(chǎn)品創(chuàng)新程度低、同質(zhì)化嚴(yán)重、高端管理人才缺乏等問(wèn)題，在競(jìng)爭(zhēng)日趨激烈的今天，如何在競(jìng)爭(zhēng)中生存，差異化競(jìng)爭(zhēng)是大多數(shù)旅行社的選擇。本文研究的對(duì)象是一家位于黑龍江省哈爾濱市的小型旅行社，，在產(chǎn)品方面以提供海外旅游中低端產(chǎn)品為主，為了擺脫嚴(yán)重同質(zhì)化競(jìng)爭(zhēng)，旅行社嘗試開辟高端滑雪產(chǎn)品，本文針對(duì)此內(nèi)容進(jìn)行了研究。 本文首先對(duì)研究的背景及意義；國(guó)內(nèi)外研究現(xiàn)狀、研究的思路及主要的研究方法。其次，對(duì)本文的研究理論進(jìn)行了相關(guān)的介紹；再次，對(duì)XX旅行社滑雪主題產(chǎn)品的現(xiàn)狀、問(wèn)題及成因進(jìn)行了分析；并對(duì)旅行社進(jìn)行了SWOT分析，明確了自身的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅，并以此制定了相應(yīng)的營(yíng)銷策略，同時(shí)為了保障策略的實(shí)施提出了相關(guān)的保障措施。最后對(duì)本文進(jìn)行了總結(jié)得出了相關(guān)的結(jié)論。
[Abstract]:With the development of the world economy, tourism has gradually become a part of the daily consumption life of ordinary people. Tourism economy has become an important part of the world economy. Hotels, transportation and travel agencies have become the three pillars of the tourism economy. In recent years, driven by economic development, China's tourism industry has developed rapidly. Because of the low entry threshold, a large number of travel agencies have appeared, and the market competition is fierce. Most small and medium-sized travel agencies are faced with the problems of low degree of product innovation, serious homogenization, lack of high-end management talents and so on. In today's increasingly fierce competition, how to survive in the competition, differential competition is the choice of most travel agencies. The object of this paper is a small travel agency located in Harbin, Heilongjiang Province. In terms of products, it mainly provides low-end products in overseas tourism. In order to get rid of serious homogenization competition, travel agencies try to open up high-end skiing products. In this paper, this content is studied. First of all, this paper focuses on the background and significance of the study, the research status at home and abroad, the research ideas and the main research methods. Secondly, the research theory of this paper is introduced. Thirdly, the present situation, problems and causes of skiing theme products of XX travel agency are analyzed. The SWOT analysis of the travel agency is carried out, and its own advantages, disadvantages, opportunities and threats are clarified, and the corresponding marketing strategy is formulated. At the same time, the relevant safeguard measures are put forward for the implementation of the guarantee strategy. Finally, this paper summarizes the relevant conclusions.
【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
【分類號(hào)】：F274;F592.6

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