西安希望旅行社营销策略研究
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摘要
近年来,旅游业迅速发展,形成了巨大的产业规模,成为中国最具生机和活力的新兴产业之一。作为旅游行业最重要的参与者之一的旅行社,其市场营销活动却仍然没有取得较大的发展。面临日益激烈的市场竞争,如何提升营销管理能力以保证旅行社在优胜劣汰的竞争中生存发展,是每个旅行社必须认真思考的问题。
本文的研究思路是以解决西安希望旅行社存在的实际问题为主线,在搜集大量资料基础上,对营销管理理论及旅行社营销相关概念作了较为详细的论述。对希望旅行社营销的外部环境主要是从行业现状、竞争对手、消费者等几个方面进行分析,对内部环境的分析则从产品、渠道、人员管理、促销等方面展开,找出旅行社目前存在的主要问题。根据找出的问题,明确旅行社的目标细分市场,企业定位,并制定营销战略,有的放矢的提出相关策略,如产品策略、促销策略、定价策略、品牌策略等等,最后提出对营销组织机构及营销人员管理的一些建议。这些策略和建议对希望旅行社解决目前存在的问题,提高市场占有率以及品牌知名度,都有着一定的参考作用。
Along with the fast development of China economy, the tourism in China is becoming more and more flourishing. It has already turned into a large-scale industry and become one of the new-ones which having more vitality. But the tourism marketing theory of travel enterprises is lagged behind it, especially the tourism marketing practice. How to enhance the ability of tourism marketing so as to survive in the fierce competition is a serious problem to every travel agent.
The discussion to the external environment of Xi'an Hope Travel Agent( XHTA) are mostly linked to the industry present situation, competition, consumer and Provider and so on. To the internal environment, the discussion is mostly about Product, Place, Price, Promotion and so on. With all these analysis, we can find the Problems in the company. Based on these Problems, we can exactly Put forward the correlation tactics such as Product tactics, Promotion tactics, brand tactics etc. These useful tactics is useful to solve these problems, extend the market share and the brand popularity.
The character of the essay is: the topic is accurately based on the reality; and it gives us a tense analysis of the in-and-out environment of XHTA. The discussion of tourism marketing strategies is based on the market investigation. The essay makes great effort to tell us that in order to gain a better portion of the tourism market, the travel agents must havemodern marketing ideas and marketing tactics based on the travel market. The author has tried best to give some useful advice to the management of XHTA. Meanwhile, hope the study on tourism marketing can give some help to other agents so as to enhance their competitiveness and management.
本文的研究思路是以解决西安希望旅行社存在的实际问题为主线,在搜集大量资料基础上,对营销管理理论及旅行社营销相关概念作了较为详细的论述。对希望旅行社营销的外部环境主要是从行业现状、竞争对手、消费者等几个方面进行分析,对内部环境的分析则从产品、渠道、人员管理、促销等方面展开,找出旅行社目前存在的主要问题。根据找出的问题,明确旅行社的目标细分市场,企业定位,并制定营销战略,有的放矢的提出相关策略,如产品策略、促销策略、定价策略、品牌策略等等,最后提出对营销组织机构及营销人员管理的一些建议。这些策略和建议对希望旅行社解决目前存在的问题,提高市场占有率以及品牌知名度,都有着一定的参考作用。
Along with the fast development of China economy, the tourism in China is becoming more and more flourishing. It has already turned into a large-scale industry and become one of the new-ones which having more vitality. But the tourism marketing theory of travel enterprises is lagged behind it, especially the tourism marketing practice. How to enhance the ability of tourism marketing so as to survive in the fierce competition is a serious problem to every travel agent.
The discussion to the external environment of Xi'an Hope Travel Agent( XHTA) are mostly linked to the industry present situation, competition, consumer and Provider and so on. To the internal environment, the discussion is mostly about Product, Place, Price, Promotion and so on. With all these analysis, we can find the Problems in the company. Based on these Problems, we can exactly Put forward the correlation tactics such as Product tactics, Promotion tactics, brand tactics etc. These useful tactics is useful to solve these problems, extend the market share and the brand popularity.
The character of the essay is: the topic is accurately based on the reality; and it gives us a tense analysis of the in-and-out environment of XHTA. The discussion of tourism marketing strategies is based on the market investigation. The essay makes great effort to tell us that in order to gain a better portion of the tourism market, the travel agents must havemodern marketing ideas and marketing tactics based on the travel market. The author has tried best to give some useful advice to the management of XHTA. Meanwhile, hope the study on tourism marketing can give some help to other agents so as to enhance their competitiveness and management.
引文
[1]林南枝,陶汉军.旅游经济学.南开大学出版社,2002.9
[2]尹世杰.略论旅游消费.经济学动态,2006.9
[3]翟辅东.旅游消费问题浅议.消费经济,2005.5
[4]宁士敏.中国旅游消费者研究.北京大学出版社,2003.4.
[5]唐.舒尔茨,海蒂.舒尔茨.整合营销传播,中国财政经济出版社,2005年5月
[6]张玉明,陈鸣.旅游市场营销,华南理工大学出版社2005年8月第一版
[7]马勇等,旅游市场营销原理.第2版.大连:东北财经大学出版社,2002
[8]苟自均.旅游市场营销学[M].郑州大学出版社,2002,7.
[9]李天元.旅游学.北京.高等教育出版社,2002
[10]钟海生,郭英之.中国旅游市场需求与开发.广州:广东旅游出版社,2001
[11]徐泛编.中国旅游市场概论.北京.中国旅游出版社,2004
[12]万成林.国际营销管理.天津:天津大学出版社,2004
[13]巫宁,杨路明.旅游电子商务理论与实务.北京:中国旅游出版社,2003
[14]林南枝.旅游市场学.修订版.天津:南开大学出版社,2002
[15]赵西萍.旅游市场营销.天津:南开大学出版社,2003
[16][美]菲利普.科特勒.营销管理:分析,计划,执行和控制.上海:上海人民出版社,2000
[17]陈怡君.当前中国旅游消费存在的问题及发展趋势.社会科学家,2005
[18]李一玮,夏林根.国内城镇居民旅游消费结构分析.旅游科学,2004
[19]符全胜.旅游目的地游客满意理论研究综述.地理与地理信息科学,2005
[20]张捷.自然观光旅游地客源市场的空间结构研究.地理学报,2001
[21]杨新军,马晓龙.大西安旅游圈:国内旅游客源空间分析与构件.地理研究,2005
[22]张建.城市休闲研究的空间概念体系辨析.桂林旅游高等专科学校学 报,2005,16(6)
[23]吴必虎.唐俊雅,黄安民等.中国城市居民旅游目的地选择行为研究,地理学报,1997,52(2)
[24]刘维,我国旅游消费的发展趋势,《南方经济》,2003年第4期
[25]华国梁.旅游市场营销[M].旅游教育出版社,2002.3
[26]刘德光.旅游市场营销学[M]旅游教育出版社,2002.3
[27]谷慧敏.伍春来,中国收入分配机构演变对国内旅游消费的影响旅游学刊2003,18
[28]徐蔚琴.《营销渠道管理》,电子工业出版社,2001
[29]张捷,都金康.旅游地理结构与旅游地持续发展研究.南京大学学报,1995,32
[30]翟辅东.旅游消费问题浅议.消费经济,1997.5
[31]陈启跃.旅游线路设计.上海交通大学出版社,2005.9
[32]《旅行社管理学》.陈小春主编.中国旅游出版社,2003年出版
[33]《旅游信息学》.陈志辉.中国旅游出版社,2003年出版
[34]future[M].Heinemann Publishing Company,2002
[35]McIntosh,R,W,Goldenberg,C,R,Tourism:Principles,Practices,Philosophies[M].John Wiley sons Publishing company,1999.
[36]Kotler,Marketing Management:Analysis,Arrangement,Actualize and Control[M].Prednisone-Haul Publishing company,2000
[37]Robert,J.Keyed.The Marketing Revolution.Journal of Marketing,2001,01:35-38
[38]Tourism Impacts,Planning and Management,by Peter Mason,Butterworth-Heinemann,2003
[39]The Tourist Gaze(Theory,Culture and Society Series),by SAGE Publications,2~(nd)edition,2002
[40]Marketing for Hospitality and Tourism.by Philip Kotler.John T.Bowen.James C.Mavens,Prentices Hall,2002
[2]尹世杰.略论旅游消费.经济学动态,2006.9
[3]翟辅东.旅游消费问题浅议.消费经济,2005.5
[4]宁士敏.中国旅游消费者研究.北京大学出版社,2003.4.
[5]唐.舒尔茨,海蒂.舒尔茨.整合营销传播,中国财政经济出版社,2005年5月
[6]张玉明,陈鸣.旅游市场营销,华南理工大学出版社2005年8月第一版
[7]马勇等,旅游市场营销原理.第2版.大连:东北财经大学出版社,2002
[8]苟自均.旅游市场营销学[M].郑州大学出版社,2002,7.
[9]李天元.旅游学.北京.高等教育出版社,2002
[10]钟海生,郭英之.中国旅游市场需求与开发.广州:广东旅游出版社,2001
[11]徐泛编.中国旅游市场概论.北京.中国旅游出版社,2004
[12]万成林.国际营销管理.天津:天津大学出版社,2004
[13]巫宁,杨路明.旅游电子商务理论与实务.北京:中国旅游出版社,2003
[14]林南枝.旅游市场学.修订版.天津:南开大学出版社,2002
[15]赵西萍.旅游市场营销.天津:南开大学出版社,2003
[16][美]菲利普.科特勒.营销管理:分析,计划,执行和控制.上海:上海人民出版社,2000
[17]陈怡君.当前中国旅游消费存在的问题及发展趋势.社会科学家,2005
[18]李一玮,夏林根.国内城镇居民旅游消费结构分析.旅游科学,2004
[19]符全胜.旅游目的地游客满意理论研究综述.地理与地理信息科学,2005
[20]张捷.自然观光旅游地客源市场的空间结构研究.地理学报,2001
[21]杨新军,马晓龙.大西安旅游圈:国内旅游客源空间分析与构件.地理研究,2005
[22]张建.城市休闲研究的空间概念体系辨析.桂林旅游高等专科学校学 报,2005,16(6)
[23]吴必虎.唐俊雅,黄安民等.中国城市居民旅游目的地选择行为研究,地理学报,1997,52(2)
[24]刘维,我国旅游消费的发展趋势,《南方经济》,2003年第4期
[25]华国梁.旅游市场营销[M].旅游教育出版社,2002.3
[26]刘德光.旅游市场营销学[M]旅游教育出版社,2002.3
[27]谷慧敏.伍春来,中国收入分配机构演变对国内旅游消费的影响旅游学刊2003,18
[28]徐蔚琴.《营销渠道管理》,电子工业出版社,2001
[29]张捷,都金康.旅游地理结构与旅游地持续发展研究.南京大学学报,1995,32
[30]翟辅东.旅游消费问题浅议.消费经济,1997.5
[31]陈启跃.旅游线路设计.上海交通大学出版社,2005.9
[32]《旅行社管理学》.陈小春主编.中国旅游出版社,2003年出版
[33]《旅游信息学》.陈志辉.中国旅游出版社,2003年出版
[34]future[M].Heinemann Publishing Company,2002
[35]McIntosh,R,W,Goldenberg,C,R,Tourism:Principles,Practices,Philosophies[M].John Wiley sons Publishing company,1999.
[36]Kotler,Marketing Management:Analysis,Arrangement,Actualize and Control[M].Prednisone-Haul Publishing company,2000
[37]Robert,J.Keyed.The Marketing Revolution.Journal of Marketing,2001,01:35-38
[38]Tourism Impacts,Planning and Management,by Peter Mason,Butterworth-Heinemann,2003
[39]The Tourist Gaze(Theory,Culture and Society Series),by SAGE Publications,2~(nd)edition,2002
[40]Marketing for Hospitality and Tourism.by Philip Kotler.John T.Bowen.James C.Mavens,Prentices Hall,2002