文档介绍：天津大学
硕士学位论文
山东省TS旅游公司特色旅游营销策划与实施
姓名:焦天彪
申请学位级别:硕士
专业:工商管理
指导教师:汪波
20090801
ABSTRACT
Witlltheinternationaltourismincreasinglydeveloped,thetourismofourcountry
willmeetmoredevelopmentopportunitiesandlargerdevelopmentspace,aswellas
cultureaswellasChinesecivilization.
TSholidaytravelagencyisoneofthefamoustravelagenciesinTai’
travelagencyhasmadegreatachievementsthroughthedevelopmentinthepasttenyears.
Buttherearestillmanyproblemsinitsmarketingprocess,suchasthesinglestructureof
theproducts,thebackwardmarketingidea,theweakmarketingconceptofbrandandSO
developingstatusquoofthisagencyinordertocreateanewsituationinitsdevelopment.
Inthisthesis,theauthoranalyzesthesocialandculturalenvironment,economic
environment,politicalenvironment,technologicalenvironmentandotherexternal
ordancewiththeanalysistheoryofPESTmacroenvironmentSOasto
appliesthePorter’Sfiveforcesmodeltoanalyzethemicroenvironmentofthisenterprise.
Finally,thecharacteristicmarketingtacticsareproposedwithcontinuingdeeply
excavatingthetravellingofMountTaiatthecoreofTStravelagency,Especiallyin
continuingstrengtheningthetravellingbrandmarketingandrelevantcharacteristic
travellingproductdevelopmentofMountTai,one’Sownviewshavebeenputforwardin
,thefindingsCannotonlyofferthe
panyoftravellingagency,butalsodrawmarketing
lessonsforothermediumandsmall—scaledevelopmentoftravellingagenciesinour
country.
Keywords:TourismProducts;MountTai;SpecialFeatureTravels;
MarketingStrategy
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作了明确的说明并表示了谢意。
学位论文作者签名:勿鸯
纱
签-7-Ft期:卅年∥月厂≯同,
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