文档介绍：合肥长江旅行社营销策略研究
摘要
改革开放 30 多年来,我国旅游业迅速发展,形成了巨大的产业规模。伴随
着中国旅游业的高速发展,我国旅行社行业发生了巨大的变化,特别是近十几
年来,行业规模不断扩大,从业人员不断增加,经营体制不断创新,经营环境
不断改善,旅行社行业已经成为我国拉动经济增长、扩大就业渠道的重要的服
务行业之一。面临日益激烈的市场竞争,广大旅行社尤其是在我国占多数的中
小旅行社如何提升自身的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。
本文以合肥市长江旅行社为主要研究对象,在搜集大量资料基础上,对相
关营销管理理论作了较为详细的论述,对我国旅游业及旅行社行业的概况进行
了宏观上的分析,并在此基础上对合肥长江旅行社的营销环境主要是长江旅行
社的基本状况,竞争环境和 SWOT 进行分析。从产品、分销渠道、品牌等方面展
开找出长江旅行社在营销管理中存在的问题。根据找出的问题,明确旅行社的
目标市场,并针对目标市场的需求提出相关策略,如产品策略、价格策略、渠
道策略、促销策略、品牌策略,这些策略和建议对合肥长江旅行社解决目前存
在的问题,提高产品效益以及品牌知名度,都有着一定的借鉴意义。最后由于
条件所限本文未能对存在的所有问题一一分析研究,因此提出了需进一步探讨
的问题,寄希望于以后的研究工作。
笔者希望本文的研究对以合肥长江旅行社为代表的中小旅行社在实施营销
活动具有一定的参考价值。
关键词: 旅行社;服务营销;差异化产品
The Marketing Strategy Research of Hefei Changjiang
Travel Agency
Abstract
Reform and opening up more than 30 years, china's tourism has developed
rapidly. It has already turned into a large-scale industry. With the rapid
development of china's tourism industry, our travel agent is in tremendous changes.
Particularly in the past 10-odd years, the trade scale constantly expanding, workers
increasing, the system innovating and the operating environment continue to
improve .The travel service industry has now e one of the important service
industry to drive economic growth and increase employment opportunities. Facing
the increasingly heated petition, the travel agencies, especially the
small and medium- sized travel agencies which occupy the majority of china's, how
to promote their marketing and management capability to ensure their subsistence
and development in petition is a question that every travel agency must
think about.
This article is to Hefei Changjiang Travel Agency. After collecting lots of
information, the author makes a more detailed discussion on marketing and
management theory. Then the article analyses our tourism industry and the travel
agent at macro level. On that basis, we analyse the marketing environment of Hefei
Changjiang Tra