USST_Arts_115510190 Z旅行社营销策略研究

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摘要

我国旅游业自改革开放以来三十多年里持续快速发展。旅游业已经成为我国

战略性支柱产业。小微旅行社数量众多，占全国旅行社总数的 80%。小微旅行社

因资金、技术、人才、管理等各方面都不占优势，生存环境不断恶化面临着前所

未有的经营困难。旅游行业正在进行新的一轮变革，旅行社的垂直分工体系日益

成熟。在目前的旅游市场格局中，小微旅行社要走出经营困境困难重重。能够为

小微旅行社设计合适的营销策略，帮助小微旅行社寻求生存与发展之道，具有重

要的现实意义。

本文的 Z旅行社就是一家在上海的小微旅行社。虽然经历了 2010 上海世博

会的大发展时机，但是发展后劲乏力难以为继。本文回顾营销经典理论和国内外

最近相关文献，通过对 Z旅行社所处宏观环境、行业环境、市场环境的具体分析

及针对该企业在公司战略、发展目标、营销组合中存在的问题，提出了营销策略

设计思路和原则，并在此基础上确认了营销策略内容，最终得出了发展战略及营

销目标、营销组合策略，以及实施该营销方案所需的组织保障。本文提出了该旅

行社以现有的商务会奖旅游市场为基础，通过成为品牌旅行社的门市销售渠道，

开辟新市场的市场战略导向。帮助 Z旅行社摆脱目前经营困境，总结一套适合小

微旅行社的、可操作性强的、可借鉴的、实践性强的营销组合及方法。

在公司战略层面，小微旅行社也要讲战略，定好大方向，Z旅行社采用的

“加盟”和“结盟”战略。在公司经营层面，Z旅行社在保持原有成本低、体制

灵活、贴近市场的优势同时，通过“加盟”和“结盟”转变劣势，资源由“不

足”到“充足”、品牌由“无名”到“有名”、产品由“较少”到“丰富”形成

新的竞争优势。在公司职能层面，Z旅行社在加盟大企业的过程中学习现代企业

制度，组建符合自身特点的营销策略——7P 策略，从而做对事，减少失误。与此

同时，结合该旅行社的经理人已在旅游业经营多年的实际经验，尝试与其他小微

旅行社一起组建旅行社联盟，经营全国性旅游同业交易网站，提升小微旅行社包

括采购能力等的经营能力和新的市场占有率。

关键词：小微旅行社营销策略营销组合策略

ABSTRACT

Since the reform and opening up, China’s tourism has enjoyed a sustained and

rapid development period of over thirty years. Tourism has become a strategic pillar

industry in China. There are too many small and micro travel agencies, accounting for

80% of the total number of travel agencies. The small and micro travel agencies are not

dominant for capital, technology, human resources, management etc., deteriorating

living environment facing unprecedented operating difficulties. The tourism industry is

undergoing a new round of changes, the travel agencies vertical work division system

has become more sophisticated. In the current tourism market structure, how to get out

of operation difficulties is a major issue. So to set up appropriate marketing strategies

for small and micro travel agency and to help small and micro travel agents to seek

survival and development of the Road, has important practical significance.

The Z travel agency is a typical small-micro travel agency in Shanghai. While

undergoing a great opportunity of the 2010 Shanghai World Expo, the company’s

development is unsustainable.This paper reviews the classical marketing theory and

related articles both at home and abroad in recent years, through the concrete analysis of

the macro environment, industry environment of the Z travel agency, the enterprise

internal environment and the problems existing in the company strategy, development

goals, the marketing mix, put forward the marketing reengineering ideas and principles,

and on this basis to confirm the content, finally obtained the development strategy and

marketing target, marketing strategy, provide a strong organizational guarantee for the

implementation of the scheme. This paper proposes that the travel agency should stick

to MICE market as the foundation, providing professional service to another famous

brand travel agency through to become a sales channel of it. The Z travel agency will

get out of the current difficulties, a set of practical marketing mix and methods will be

summed up for small and micro travel agencies.

In the corporate strategy level, small and micro travel agencies also need strategy.

The Z travel agency will use "franchising" and "allying" strategy. In the company

organization level, the company should maintain the advantage of low-cost, flexible

system, close to the market, form a new competitive advantage in resources, brand name,

products etc. In the level of corporate operation, the company will learn modern

enterprise system in the process of franchising large enterprise, form a kind of

marketing strategy - 7Ps strategy in line with its own characteristics, so as to do the

right thing and reduce errors. At the same time, the managers of Z travel agency have so

much practical experience for many years, they could have a try to form a coalition with

other small-micro travel agencies, engaged with modern IT, improving the performance,

operating ability and market share of small-micro travel agencies.

Key words: Small and Micro Travel Agency, Marketing Strategy,

Marketing-Mix Strategy

中文摘要

ABSTRACT

第一章绪论................................................................................................................. 1

1.1 选题背景及研究意义............................................................................................ 1

1.2 小微旅行社的界定................................................................................................ 2

1.3 国内外研究现状.................................................................................................... 2

1.3.1 核心竞争力理论的最新研究......................................................................... 3

1.3.2 商务会奖旅游细分市场的研究..................................................................... 4

1.3.3 网络营销的研究............................................................................................. 5

1.3.4 旅行社营销策略的研究................................................................................. 6

1.3.5 旅行社业务流程再造的研究......................................................................... 6

1.3.6 旅行社和谐营销的研究................................................................................. 7

1.4 本文研究的内容与框架........................................................................................ 7

第二章营销相关理论..................................................................................................... 9

2.1 营销理论的演进.................................................................................................... 9

2.1.1 4P 及相关理论演进......................................................................................... 9

2.1.2 服务营销理论............................................................................................... 11

2.2 STP 理论............................................................................................................... 15

2.2.1 市场细分理论............................................................................................... 16

2.2.2 目标市场选择理论....................................................................................... 16

2.2.3 市场定位理论............................................................................................... 17

2.3 一般竞争战略理论.............................................................................................. 18

2.4 关系营销理论...................................................................................................... 20

2.5 网络营销的相关理论.......................................................................................... 21

第三章小微旅行社营销现状、问题与成因分析....................................................... 23

3.1 我国旅行社营销现状.......................................................................................... 23

3.1.1 我国旅游市场的基本情况........................................................................... 23

3.1.2 旅行社营销现状及问题分析....................................................................... 25

3.2 小微旅行社营销现状分析.................................................................................. 30

3.2.1 小微旅行社营销基本状况........................................................................... 30

3.2.2 小微旅行社营销问题及分析....................................................................... 31

3.2.3 小微旅行社营销问题成因分析................................................................... 33

第四章 Z旅行社营销环境分析....................................................................................36

4.1 Z 旅行社简介及上海旅游市场概况....................................................................36

4.1.1 Z 旅行社基本情况.........................................................................................36

4.1.2 上海旅游市场基本情况............................................................................... 36

4.2 旅行社 PEST 分析................................................................................................37

4.2.1 政治法律环境............................................................................................... 37

4.2.2 经济环境....................................................................................................... 39

4.2.3 社会文化环境............................................................................................... 42

4.2.4 自然技术环境............................................................................................... 43

4.3 旅行社行业竞争力分析...................................................................................... 43

4.4 旅行社市场环境分析.......................................................................................... 47

4.5 Z 旅行社客户分析................................................................................................50

4.5.1 客户价值分析............................................................................................... 50

4.5.2 Z 旅行社客户需求特性分析.........................................................................52

第五章 Z旅行社营销策略设计....................................................................................54

5.1 Z 旅行社营销策略设计思路................................................................................54

5.2 Z 旅行社营销策略设计原则................................................................................56

5.3 Z 旅行社营销策略设计内容................................................................................57

5.3.1 确立符合企业整体战略方向的营销目标................................................... 57

5.3.2 旅行社目标市场的选择与市场定位........................................................... 58

5.4 Z 旅行社营销组合策略........................................................................................61

5.4.1 Z 旅行社的产品策略.....................................................................................61

5.4.2 Z 旅行社的定价策略.....................................................................................63

5.4.3 Z 旅行社的渠道策略.....................................................................................64

5.4.4 Z 旅行社的促销策略.....................................................................................64

5.4.5 Z 旅行社的人员策略.....................................................................................67

5.4.6 Z 旅行社的产品展示策略.............................................................................70

5.4.7 Z 旅行社的服务过程策略.............................................................................71

第六章 Z旅行社营销策略的实施保障........................................................................75

6.1 全面落实营销理念.............................................................................................. 75

6.2 优化组织结构...................................................................................................... 76

6.3 完善内部管理制度.............................................................................................. 77

6.4 调整薪酬体系...................................................................................................... 78

6.5 健全人才培养机制.............................................................................................. 78

6.6 加强企业文化培养.............................................................................................. 79

6.7 防范企业经营风险.............................................................................................. 79

第七章结论和展望....................................................................................................... 81

7.1 主要结论.............................................................................................................. 81

7.2 展望...................................................................................................................... 82

7.3 本文局限性.......................................................................................................... 82

参考文献......................................................................................................................... 83

在读期间公开发表的论文和承担科研项目及取得成果............................................. 87

致谢............................................................................................................................. 88

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摘要：

摘要我国旅游业自改革开放以来三十多年里持续快速发展。旅游业已经成为我国战略性支柱产业。小微旅行社数量众多，占全国旅行社总数的80%。小微旅行社因资金、技术、人才、管理等各方面都不占优势，生存环境不断恶化面临着前所未有的经营困难。旅游行业正在进行新的一轮变革，旅行社的垂直分工体系日益成熟。在目前的旅游市场格局中，小微旅行社要走出经营困境困难重重。能够为小微旅行社设计合适的营销策略，帮助小微旅行社寻求生存与发展之道，具有重要的现实意义。本文的Z旅行社就是一家在上海的小微旅行社。虽然经历了2010上海世博会的大发展时机，但是发展后劲乏力难以为继。本文回顾营销经典理论和国内外最近相关文献，通过对Z旅行...

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