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1、哈尔滨工业大学工商管理硕士学位论文AbstractTherapiddevelopmentofmarketeconomy,therapidimprovementofpeople'slivingstandards,hasbroughtvitalitytothetourismindustry.Especiallyinrecentyears,thedevelopmentofChina'stourismindustryisveryfast,itstourismscaleandrelatedtourismstaffconstan
2、tlyincreasing,China'stourisminfrastructureandtheenvironmentisalsoconstantlyimprove,whichmakesourtravelagencieshavebecomeaneconomicorpullingtheeconomicdevelopmentofourcountry,oneoftheimportantwaystoincreaseemployment.Atthesametime,thetourismmarketcompetitiontoth
3、etourismindustryhasbroughthithertounknownchallenges.Atthisstagethecompetitionamongthetravelagenciesisfierce,thetravelagenciesinourcountrydependsomuchonpricethattheenterpriseproperprofitisinjuredaswellastheconsumers’.Insuchabackgroundeverytravelagencyfacesthepro
4、blemthathowtoextricatefromthepredicament.ThispaperstudiesonHarbinKangHuiInternationalTravelAgencyCo.Ltd.,usingsurveyresearchmethods,quantityresearchmethods,literatureresearchmethodsandcomparativeanalysis.Basedonalargeamountofdataandlookingupalotofmaterialsthisp
5、aperunderstandsthesituationofHarbinKangHuiInternationalTravelAgencyCo.,Ltd,andonthebasisofresearch7PstheorythisthesismainlyanalysestheHarbinKangHuiinsideandoutsidemarketingenvironment。ThispaperanalysesHarbinKangHuiInternationalTravelAgencymarketingstrategiesinc
6、ludingproductstrategy,pricingstrategy,channelstrategyandsoon.Thispaperputsforwardtothemainproblemsexistinginthemarketingstrategies.ByusingSWOTmodel,thispaperanalysesHarbinKangHuiopportunities,threats,advantagesanddisadvantages,itimprovesproduct,price,channeland
7、promotionstrategy,strengthenstheprocessofinformationandtravelagencymarketingteambuildingandmanagement.BasedontheresearchofmarketingstrategyofHarbinKangHuiInternationalTravelAgency's,itbringsforwardthecompetitionstrategy,whichincludesproductmixstrategyandimprovi
8、ngnewproductstrategy,settingreasonableandflexiblepricestrategy,strengtheningthenetworkchannel-II-哈尔滨工业大学工商管理硕士学位论文managementandtheadvertisingpromotion.Italsoputsforwardtheco
