【作者】 刘敏；

【导师】 范炳良；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2016， 硕士

【摘要】 随着旅游业的快速发展,旅行社行业的规模也迅速扩张。旅行社之间的竞争日趋激烈,市场形势不断变化,KH旅行社作为众多旅行社中的一份子,其现有的营销策略已经不能适应当前的市场行情。随着经济的发展,越来越多的消费者追求个性化的产品和个性化的服务,面对现在市场上消费者个性化的需求,如何更深入的了解消费者的需求倾向,并对现有的营销策略进行优化,最大限度的吸引消费者,扩大旅行社的市场影响力,已成为旅行社迫切需要解决的问题。在目前的旅行社行业中,大多数的旅行社在营销策略方面都存在一些问题。特别是在产品方面,现在的旅行社产品越来越趋向于同质化,旅行社提供的旅游产品几乎是相同的,固定的旅游景点、固定的旅游线路,对旅游消费者来说缺乏吸引力,很难刺激游客的消费欲望。在营销过程中也出现了盲目的价格竞争现象,各个旅行社之间大打价格战不仅导致利润的大幅度下降,而且也使得旅行社缺乏创新旅游产品的的积极性。在当前的市场行情中,旅行社应该把开发具有特色的产品放在首要位置,以适应不同旅游消费者的消费需求。旅行市场的竞争核心是产品的竞争,多样化的产品有利于满足现在市场上不同消费群体的需求,从而吸引更多的消费者,不断加强旅行社的市场竞争优势,扩大旅行社的市场占有率。本文以KH旅行社为研究对象,先分别对KH旅行社的宏观营销环境、行业营销环境和微观营销环境做了分析,深入了解KH旅行社的内外部营销环境。然后从KH旅行社的营销策略现状出发,在7Ps营销策略组合理论的基础上,从六个方面分析了当前KH旅行社营销策略的现状。发现KH旅行社在旅游产品、产品价格、营销渠道、促销、人员、有形展示、服务过程等方面存在很多问题,并对存在这些问题的原因进行了深入分析。在以上分析的基础上,以7Ps营销策略组合理论为指导,从旅游产品、产品价格、营销渠道、促销、人员、有形展示和服务过程方面对KH旅行社现有的营销策略提出了改进的优化方案。在产品策略方面,满足市场的个性化需求制定多样化的产品策略。通过对现在市场上的价格竞争环境的了解,提出多变性的价格策略,与原来的价格策略相比更富有弹性。在营销渠道方面,论证了多渠道营销的必要性。在促销策略中,详细分析了各种促销方式的优缺点,指出在现在的市场竞争中要创新促销方式制定多元化的促销方式等。最后从组织、制度、技术、服务、资金五个方面提出KH旅行社营销策略的实施保障。更多还原

【Abstract】 With the rapid development of tourism industry, the scale of the travel agency industry is also expanding rapidly. The number of travel agencies increase quickly in recent years, The fierce competition among travel agencies is increasingly, the market situation is changing, KH travel agency as a part of the many travel agencies, its existing marketing strategy has already can not adapt to the current market situation. With the development of economy, more and more consumer pursue personalized products and personalized service, Faced with the personalized requirements of consumers in themarket now, how to further understand the demands of theconsumers, and optimize the existing marketing strategy, the maximum to attract consumers, enlarge themarket power of travel agencies, which has become an urgent to solve the problem for a travel agency.In the present travel agency industry,there are some problems for most of the travel agencies in terms of marketing strategy. Especially in the case of products, the present travel agency products more and more tend to homogeneity, tourism products offered by the travel agency is nearly the same, fixed holidays tourist attractions,fixed, less attractive for tourism consumers, it is difficult to stimulate consumption desire.Also appeared in the process of marketing blind phenomenon of price competition,various travel between big price war not only lead to profits dropped substantially, but also the lack of innovation tour products. In the current market, travel agencies should have the priority to develop distinctive products, to adapt to the different tourism consumption demand of consumers. Travel market competition in the core is the product of competition, the diversification of products to meet the needs of different consumer groups in the market now, so as to attract more tourism consumers, continuously strengthen the travel market competitive advantage, expand the market share of travel agency.Based on KH travel agency as the research object, first,this paper to do analysis about the KH travel agency macro marketing environment, industry environment and micro marketing environment,in order to have a deep understanding of the internal and external marketing environment of KH travel agency. Then starting from the present situation of the marketing strategy of KH travel agency, based on7 ps marketing strategy theory, from six aspects analyzes the present situation of current KH travel service marketing strategy. Found KH in tour product, product price, marketing channel, promotion, and the power of the government, public relations has a lot of problems, and has carried on the thorough analysis to the reasons of these problems.Based on the above analysis, considering 7 ps marketing strategy combination theory as the instruction, from the tourist products, product price, marketing channel, promotion, the power of the government and the public relations aspects of the optimization of the marketing strategy proposed to improve the existing scheme. In the aspect of product strategy, withing the market diversification of product strategy to meet the personalized needs. Through the understanding of the price competition in the market now environment, put forward the pricing strategies of variability, compared with the original price strategy is more elastic. In terms of marketing channels, demonstrates the necessity of multi-channel marketing. In the promotion strategy, a detailed analysis of the advantages and disadvantages of various promotional methods, pointing out that in the current market competition to promote innovative ways to develop a variety of promotional methods.In the government power and public relations strategy, stressed the need to draw on the power of the government and the public to develop travel agencies.Finally, from the four aspects of organization, system, technology and service, the author puts forward the implementation guarantee of KH travel agency marketing strategy.更多还原