本文選題：鄉(xiāng)村旅游 + 旅行社　； 參考：《西南財經(jīng)大學(xué)》2008年碩士論文

【摘要】： 全球最著名的管理學(xué)大師之一,商界教皇,管理領(lǐng)袖中的領(lǐng)袖,后現(xiàn)代企業(yè)之父,湯姆·彼得斯(Tom Peters)曾在他的著作中寫到:“一個企業(yè)在激烈的競爭中獲勝,必須樹立市場第一、顧客第一的觀念①�！币龅健邦櫩偷谝弧本鸵醒杆俚氖袌龇磻�(yīng)能力,傾聽顧客的想法、意見,提供可感覺到的最優(yōu)質(zhì)服務(wù)。 隨著市場經(jīng)濟的發(fā)展,人民生活水平的提高,人們對旅游的需求也隨之增加,我國的旅游業(yè)也迅猛發(fā)展,迅速成為新的經(jīng)濟增長點。隨著人們外出旅游經(jīng)驗的增多,人們對于旅游有了新的需要,求新、求奇、修學(xué)、健身成為人們現(xiàn)在追捧的目標(biāo)。但是現(xiàn)在國內(nèi)的大部分旅行社對于特色旅游這方面的開發(fā)仍然處于起始階段,還沒有開發(fā)出游客正真喜愛的旅游產(chǎn)品。而鄉(xiāng)村旅游作為新的旅游熱點,讓那些追求個性、特色、休閑、品味生活的人們接受和喜愛。 本文以T旅行社開發(fā)鄉(xiāng)村旅游產(chǎn)品為例,采用理論分析和實證研究相結(jié)合的方法,把文章主要分成了五個章節(jié),分別對T旅行社所處的旅游行業(yè)現(xiàn)狀以及T旅行社環(huán)境進行了分析,包括國內(nèi)旅游行業(yè)現(xiàn)狀、四川旅游市場現(xiàn)狀,以及T旅行社的外部環(huán)境分析、主要競爭對手分析和T旅行社內(nèi)部環(huán)境分析。運用了PEST及SWOT分析方法,挖掘出有利于T旅行社發(fā)展的外部優(yōu)劣勢及內(nèi)部優(yōu)勢,規(guī)劃了T旅行社以開發(fā)鄉(xiāng)村旅游為重點的未來幾年的發(fā)展戰(zhàn)略。并使用針對消費者市場的STP細分法進行市場研究,結(jié)合T旅行社的自身能力,經(jīng)過對鄉(xiāng)村旅游產(chǎn)品的設(shè)計,有針對的制定出有別于其他旅行社的鄉(xiāng)村旅游產(chǎn)品策略、廣告策略、促銷策略等,并給出實施方法及實施保障。 本文的第一章是全文的緒論部分,給出了全文的研究背景。首先是因為T旅行社處在激烈的市場競爭中,想要獲得新的利潤突破點以求獲得更多的收益;其次是人們對于鄉(xiāng)村旅游的需求在城市環(huán)境和新的休假制度上顯得日益強烈。通過以上兩方面說明了此研究的必要性。 第二章,對鄉(xiāng)村旅游的起源、概念、特點進行了描述。首先介紹了國外鄉(xiāng)村旅游發(fā)展情況,如國外鄉(xiāng)村旅游的主要形式和特點,國外鄉(xiāng)村旅游業(yè)的市場特征,以及國內(nèi)的旅游市場現(xiàn)狀包括國內(nèi)鄉(xiāng)村旅游發(fā)展趨勢,T旅行社所在地四川的旅游市場現(xiàn)狀和鄉(xiāng)村旅游發(fā)展現(xiàn)狀。通過上述的介紹,使得T旅行社在發(fā)展鄉(xiāng)村旅游產(chǎn)品時,能夠站在一定的高度和視野看待發(fā)展鄉(xiāng)村旅游產(chǎn)品的策略。 第三章詳細介紹了本文的背景公司—T旅行社的概況及面臨的經(jīng)營困境,說明了T旅行社為何需要開發(fā)鄉(xiāng)村旅游產(chǎn)品。首先運用PEST分析法對T旅行社的外部環(huán)境、成都市場上的主要競爭對手和內(nèi)部環(huán)境如旅行社經(jīng)營情況、現(xiàn)有產(chǎn)品等進行分析。然后運用SWOT分析法分析出對于T旅行社,開發(fā)鄉(xiāng)村旅游產(chǎn)品是適應(yīng)T旅行社未來的發(fā)展需要,同時也符合旅游市場的發(fā)展趨勢。 第四章對T旅行社開發(fā)鄉(xiāng)村旅游產(chǎn)品的市場進行了研究,包括市場細分和目標(biāo)市場及定位。確立T旅行社在開發(fā)出鄉(xiāng)村旅游產(chǎn)品時需要針對主要的目標(biāo)客戶群,以及需要如何有針對性地進行宣傳促銷。確保在T旅行社開發(fā)鄉(xiāng)村旅游產(chǎn)品后市場能夠接受這個產(chǎn)品,同時鄉(xiāng)村旅游產(chǎn)品能持續(xù)穩(wěn)定的發(fā)展下去。 第五章介紹了T旅行社鄉(xiāng)村旅游營銷策略。首先對于開發(fā)鄉(xiāng)村旅游產(chǎn)品做好企業(yè)策略上的調(diào)整,以配合鄉(xiāng)村旅游開發(fā)的工作。然后對產(chǎn)品進行設(shè)計,并做出了示范性的前期項目安排;同時對應(yīng)各種策略,提出了多方面的要求。 本文通過研究后發(fā)現(xiàn),中小旅行社未來的發(fā)展之路部分程度上可以借鑒T旅行社的經(jīng)驗,發(fā)展出更多自己的特色旅游產(chǎn)品,從而增加旅行社在現(xiàn)在日益競爭激烈的旅游市場的生存能力。
[Abstract]:One of the world's most famous masters of management, the Pope of the business world, the leader of the management leader, and the father of the post modern enterprise, Tom Peters (Tom Peters) wrote in his book that "an enterprise wins the fierce competition, must set up the market first, the customer first concept." to achieve "customer first" is to be fast. Market responsiveness, listening to customers' ideas, opinions, and providing the best service that can be felt.
With the development of the market economy and the improvement of the people's living standard, the demand for tourism has also increased. The tourism industry in our country has also developed rapidly and becomes a new economic growth point. With the increase of people's experience in traveling, people have new needs for tourism, seeking novelty, learning, and fitness. However, most of the travel agencies in China are still at the beginning of the development of special tourism, and there is no tourist products that tourists are really fond of. As a new tourist attraction, rural tourism is accepted and loved by people who pursue personality, characteristics, leisure and taste.
This article takes the T travel agency to develop the rural tourism products as an example, adopts the method of combining theoretical analysis and empirical study, and divides the article into five chapters. It analyzes the current situation of the tourism industry in T travel agency and the environment of T travel agency, including the status of the domestic tourism industry, the status of the tourism market in Sichuan, and the T travel agency. The analysis of the external environment, the main competitor analysis and the internal environment analysis of the T travel agency. Using the PEST and SWOT analysis methods, the external advantages and disadvantages and internal advantages for the development of T travel agency are excavated, and the development strategy of the T travel agency to develop rural tourism in the next few years is planned and the STP segmentation for the consumer market is used. The law carries on the market research, combined with the ability of the T travel agency, after the design of the rural tourism products, the strategy of rural tourism products, advertising strategy and promotion strategy which are different from other travel agencies are formulated, and the implementation method and implementation guarantee are also given.
The first chapter of this paper is the introduction of the full text, giving the research background of the full text. First, because T travel agency is in the fierce market competition, it wants to obtain new profit breakthroughs in order to gain more income; secondly, people's demand for rural tourism is increasingly strong in the urban environment and new vacation system. The two aspects above illustrate the necessity of this study.
The second chapter describes the origin, concept and characteristics of rural tourism. First, it introduces the development of rural tourism abroad, such as the main forms and characteristics of foreign country tourism, the market characteristics of foreign rural tourism, the current situation of domestic tourism market, including the development trend of domestic village and village tourism, and the tourism of Sichuan travel agency, Sichuan. The present situation of the market and the current situation of rural tourism development. Through the introduction, the T travel agency can view the strategy of developing rural tourism products at a certain height and view when developing rural tourism products.
The third chapter gives a detailed introduction to the general situation of the background company T travel agency in this article and the difficulty of its operation, and explains why the T travel agency needs to develop the rural tourism products. First, the external environment of the T travel agency, the main competitors and the internal environment of the Chengdu market, such as the operation of the travel agency, the existing products and so on, are applied to the T travel agency. Then the SWOT analysis method is used to analyze the T travel agency, and the development of rural tourism products is to meet the needs of the future development of the T travel agency, and also conforms to the development trend of the tourism market.
The fourth chapter studies the market of T travel agency to develop rural tourism products, including market segmentation and target market and positioning. It is necessary to establish T travel agency to target the main target customers when developing rural tourism products, and how to carry out promotion and promotion to ensure the development of rural tourism products by T travel agency. The market can accept this product, while rural tourism products can continue to develop steadily.
The fifth chapter introduces the rural tourism marketing strategy of T travel agency. First, the adjustment of the enterprise strategy for the development of rural tourism products, in order to cooperate with the work of rural tourism development, and then design the products, and make a demonstration of the preliminary project arrangement; at the same time, corresponding to various strategies, a variety of requirements are put forward.
Through the study, it is found that the future development of the small and medium travel agencies can draw on the experience of T travel agency in part to develop more special tourism products of their own, thus increasing the survival ability of travel agencies in the increasingly competitive tourism market.

【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F592.6

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