【作者】 张庆；

【导师】 王雪华；

【作者基本信息】 上海财经大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 随着我国整体经济水平的不断提升,大众消费观念的不断升级,旅游经济已经进入了快速发展时期。作为服务行业代表的旅游行业已经成为我国第三产业的重要组成部分,对我国GDP的贡献比重也在日益增长。特别是近年来国内高净值消费人群规模日益增长,带动了消费需求的多元化和对旅游服务品质的高标准要求。原来大众跟团游的标准产品已经不能满足他们的消费需求,而传统旅行社也意识到高规格服务产品和个性化需求所带来的高额利润。于是线路更加小众、产品规格更高、服务更加细致、需求更加多元化的定制游产品应运而生,也诞生了众多的高端定制游服务机构,如H高端在线定制游公司。在经历了2016年定制元年的爆发增长以后,越来越多的旅游服务机构进入定制游市场,国内高端定制游市场竞争加剧。H公司也开始面临着新客户增长放缓,老客户复购率下降,产品利润逐渐摊薄,公司运营成本不断上升等一系列问题。H公司想要改善经营状况,提高服务产品竞争力,就应该认真重新梳理其市场定位和服务营销组合策略,以目标客群“需求导向”为出发点提出针对性的营销策略改进意见。本文以H高端在线定制游公司为研究对象,以STP目标市场定位理论为基础,结合目前国内高端定制游行业的宏观环境PEST模型和波特五力竞争模型,通过文献研究法、问卷调研和数据分析法、案例分析法,对H公司目前所面临的服务营销问题进行了详细的分析和阐述。在提出产品定位调整和互联网信息技术深度运用的策略优化战略方向前提下,结合服务营销7Ps理论从产品、定价、促销、渠道、人员管理、服务流程和有形展示提出针对性策略优化建议。从而提高老会员的忠诚度和复购率,提升新用户的转化率,通过提升用户的满意度来获得持续性消费,改善公司的经营状况。本文也希望将互联网公司对信息管理和数据分析运营的实践经验应用到高净值人群的服务营销之中,对于依靠线下运营的传统高端服务行业有所借鉴和启示。本文主要研究内容包括以下六个部分。第一部分主要内容为阐述本论文的研究背景和研究意义,梳理论文的研究思路和行文结构,包括论文所运用的各类研究方法。第二部分主要是理论基础和文献综述,夯实本论文研究的理论基础。包括对服务营销、定制游、在线旅游等相关研究对象的概念界定,STP目标市场定位理论的解释阐述,7Ps服务营销组合的相关理论以及国内外服务营销理论研究现状和发展趋势。第三部分是对高端定制游行业营销环境分析。包括对研究对象的详细介绍,运用PEST模型对高端定制游行业的宏观环境分析,国内高端定制游市场概况,以及运用波特五力模型所做的行业竞争环境分析。第四部分是对H高端在线定制游公司营销策略现状分析,这部分内容是本文策略优化的基础。首先利用满意度调查数据来做H公司STP定位分析,再利用对H公司用户的深度体验访谈做服务营销的问题识别。结合笔者在旅游营销领域的工作经验,对H公司的营销现状做全面的剖析。第五部分是对H高端在线定制游公司服务营销策略优化建议。首先根据上一章现状分析结果,提出服务产品定位调整和互联网信息技术深度运用的策略优化方向。然后运用服务营销组合策略,从产品、定价、促销、渠道、人员管理和有形展示等方面对H公司现有营销策略提出优化建议。第六部分是对本文研究结论的整理总结。并指出本文的局限性和不足之处,以及对后续研究的展望。本文通过研究得出的H公司服务营销策略优化建议主要包括如下:重新梳理H公司在国内高端定制游竞争环境中的地位,服务产品定位下沉新增“副品牌”,服务产品范围扩张来提高客户黏性。同时强调互联网信息技术在服务营销的深度应用,树立以“数据驱动商业决策”的运营思路,运用数据分析工具来高效和精准地匹配“供需矛盾”,从而提升运营效率。产品策略上建议打造产品IP矩阵、产品分层管理和服务产品延伸。定价策略上建议确立“顾客需求为导向”,采用阶梯定价或分组定价策略。促销策略上建议依靠数据分析精准用户画像和管理信息系统的联动。渠道策略上建议向上加强渠道供应商监督来提高服务质量,向下加强跨界品牌深度合作,联合拓展客群。人员管理策略上建议提升内部培训质量,考核目标方向一致和内部激励的多样化。有形展示策略建议丰富展示形式和服务全流程的信息化展示。更多还原

【Abstract】 With the continuous improvement of China’s overall economic level and the upgrading of public consumption concepts,tourism economy has entered a period of rapid development.As a representative of the service industry,the tourism industry has become an important part of China’s tertiary industry and the contribution to China’s GDP is also growing.Especially in recent years,the scale of domestic high consumption group is growing,which drives the diversification of consumer demand and the high standard of tourism service quality.In the past,the standard products of mass group Tours have been unable to meet their consumption needs,while traditional travel agencies have also realized the high profits brought by high standard service products and personalized needs.As a result,customized tour products with more niche routes,higher product specifications,more detailed services and more diversified demands emerge at the historic moment,and numerous high-end customized tour service agencies are also born,such as H high-end online customized tour company.After the explosive growth of customization in 2016,more and more tourism service agencies have entered the customized tour market,and the competition in the domestic high-end customized tour market has intensified.H Company also began to face a series of problems,such as the slowing of the growth of new customers,the decline of the repurchase rate of regular customers,the gradual dilution of product profits,and the rising of the company’s operating costs.If H Company wants to improve its operating conditions and enhance the competitiveness of service products,it should carefully reframe its market positioning and service marketing strategy,and use targeted marketing strategy improvement suggestions based on the "demand-oriented" of the target customer group.This paper takes H online high-end customized travel company as the research object,based on STP target market positioning theory,and combined with the macro environment PEST model and Porter’s five forces competition model of the current domestic high-end customized travel industry,through literature research,questionnaire survey,data analysis and case analysis.This paper makes a detailed analysis and elaboration on the current service marketing problems faced by H Company.On the premise of the strategic optimization direction of product positioning adjustment and in-depth application of Internet information technology,this paper puts forward suggestions on targeted strategy optimization from the aspects of product,pricing,promotion,channel,personnel management,service process and tangible display based on the 7Ps theory of service marketing.In order to improve the loyalty and re-purchase rate of regular customers,improve the conversion rate of new users,through improving user satisfaction to obtain continuous consumption,improve the operating conditions of the company.This paper also hopes to apply the practical experience of internet companies in information management and data analysis operation to the service marketing of high consumption group,so as to provide reference and inspiration for the traditional high-end service industry that relies on offline operation.The main research content of this paper includes the following six parts.The first part mainly describes the research background and significance of this paper,reframe the research ideas and structure of the paper,including the various research methods used in the paper.The second part is a review of domestic and foreign literature research theories,to consolidate the theoretical basis of this paper.Including the concept definition of service marketing,customized tour,online tourism and other related research objects,STP target market positioning theory explanation,7Ps service marketing mix related theories and domestic and foreign service marketing theory research status and development trend.The third part is the analysis of the marketing environment of high-end customized tourism industry.It includes the detailed introduction of the research object,the macro environment analysis of high-end customized tourism industry by PEST model,the general situation of domestic high-end customized tourism market,and the analysis of the competitive environment of the industry by using Porter’s Five Forces Model.The fourth part is the analysis of the current marketing strategy of H high-end online customized tour company,which is the basis of strategy optimization in this paper.Firstly,the STP positioning of H Company is analyzed by using the satisfaction survey data,and then the in-depth experience interview of H Company’s users was used to identify the problems of service marketing.Combined with the author’s work experience in the field of tourism marketing,this paper makes a comprehensive analysis of the marketing status quo of H Company.The fifth part is the optimization suggestion of H Company’s service marketing strategy.First of all,according to the analysis results of the status quo in the last chapter,this paper proposes the strategy optimization direction of positioning adjustment of service products and in-depth application of internet information technology.Then,using the strategy of service mix marketing,the paper puts forward suggestions on optimizing H Company’s existing marketing strategy from the aspects of product,pricing,promotion,channel,personnel management and tangible display.The sixth part is the summary of the research conclusion.The limitations and shortcomings of this paper are pointed out,and the prospect of the follow-up research is also pointed out.The optimization suggestions of H Company’s service marketing strategy based on the research in this paper mainly include the following: reframe H Company’s position in the domestic high-end customized tourism competition environment,adding "sub-brands" in the positioning of service products,and expanding the range of service products to improve customer loyalty.At the same time,it emphasizes the deep application of internet information technology in service marketing,establishes the operation idea of "data-driven business decision-making",and uses data analysis tools to efficiently and accurately match the "contradiction between supply and demand",so as to improve the operational efficiency.Product strategy suggests to build product IP matrix,product layered management and service product extension.In terms of pricing strategy,it is suggested to establish "customer demand-oriented" and adopt stepwise quotation or group pricing strategy.The promotion strategy is suggested to rely on data analysis and accurate user portrait and the linkage of management information system.In terms of channel strategy,it is suggested to strengthen the supervision of channel suppliers upward to improve service quality,and strengthen the in-depth cooperation of cross-border brands downward to jointly expand customer base.In terms of personnel management strategy,it is suggested to improve the quality of internal training,the consistent direction of assessment objectives and the diversification of internal incentives.Tangible display strategy suggests to enrich the form of display and service the whole process of information display.更多还原