【作者】 黄俊；

【导师】 宋艳；

【作者基本信息】 电子科技大学 ， 工商管理， 2004， 硕士

【摘要】 旅游业已成为世界经济中最大的产业之一。近几年来，我国旅游业蓬勃发展，扩大了内需，丰富了大众生活，极大地推动了经济的发展。在旅游业发展中，旅行社起着至关重要的作用，而我国旅行社发展最关键的问题是营销渠道建设滞后于旅游业的发展。本文针对这一状况，分析了当前旅行社业的杰出代表—东星国际旅行社的营销渠道的现状及营销渠道管理中存在的问题，并提出解决这些问题的建议和措施。 本文采用定性分析与定量分析相结合，以定性分析为主的研究方法，运用营销渠道理论、统计的方法、电子商务的相关知识等，对东星国际旅行社营销渠道进行了深入分析，独创性地将供应链管理模式及让渡顾客价值概念引入旅行社营销渠道管理之中，以提高旅行社营销渠道服务水平和运作效率；同时，提出了建立二、三级垂直分工体系相结合的营销渠道模式对东星国际旅行社的营销渠道进行重组和改造，以解决渠道成员间分工不明、管理混乱的问题。 本文的主要观点是：旅行社拓展营销渠道必须引入电子商务，实现网络营销；旅行社营销渠道必须建立纵向上的二、三级并存的垂直分工体系，以实现营销渠道合理分工与扁平化；大型旅行社营销渠道必须建立供应链模式，实现渠道成员间的稳定合作；旅行社营销渠道的设计与管理必须以提高顾客让渡价值为中心，实现顾客让渡价值最 东星国际旅行社营销渠道研究大化，从而提升核心竞争力。 本文通过较为详实的调查和比较充分的论证，提出了针对东星国际旅行社的营销渠道管理的相关方法和建议，指出了东星国际旅行社的营销渠道管理之路。更多还原

【Abstract】 Tourism industry has become one of the largest industry in the world economy. In the last few years, the great development of tourism industry has enlarged the inside need, enriched the public live and promoted the national economy growing immensely. In the development of tourism industry, travel service plays a significant vital role. In our country, the most important difficulty which blocks the development of tourism industry is that the constructing of marketing channel lags the development of tourism industry. Aiming at this condition, the thesis analyzes the present conditions and problems on management in marketing channels of East-star International Service, which is the excellent represent in the travel agencies and put forward some suggestions and measures that will resolve these problems.This thesis adopts the qualitative analysis and quantitative analysis. Using the marketing channel theory, statistical knowledge and correlativeknowledge of the electronic commerce, the writer deeply analyses the marketing channel of East-star international travel Service. Firstly the writer introduce the management model of supply chain and the customer delivered-value concept into marketing channel management of travel service to increase the service level of the travel service and the efficiency of operation management. Also he uses the mode of two and three class perpendicular cent work system existing at the same time to reform the marketing channel of East-star international travel Service. The main views of the thesis is as follows:It must introduce the electronic commerce, realizing network marketing, if the travel Service expands the marketing channel.The travel Service marketing channel must establish two and three class perpendicular cent work system existing at the same time, to realize the marketing channel reasonable cent work and flatting .The marketing channel of travel Service must establish the supply chain mode, realizing the stability cooperation of channel members.The design and management of marketing channel in the travel Service must increase the customer delivered-value, and realize the customer delivered-value maximized, and then promote the core competencies.The thesis brings forward the relative methods and suggestions on marketing channel management of East-star international travel Service and points out the right way for marketing channel management ofEast-star international travel Service, using full scale survey and well argumentation.更多还原