兰州四方旅行社市场营销策略研究

《兰州四方旅行社市场营销策略研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、LanzhouUniversityDegreeDissertationTacticsAnalysisonSiFang’SmarketingTacticsAnalysisonSiFangTravelAgency’SmarketingAbstractAtpresent，especiallyinthenorthwestregionofChina,travelagenciesasawholeindustry,therearemanysmalltravelagenciesinthisarea,anditstotalemploymentsiShuge．Fo

2、rthewholesocietyandapersonhimselesmalltravelagencies’existenceanddevelopmenthasameaningfulsignificance，butmanyofthem(includingLZSF)，unfortunately,donothaveaclearconceptaboutmanagementandmarketingstrategy．Thispaperfirstbeginwiththeattentionofthetravelagencymarketingphilosophy

3、andmarketingidea，andthenunderthisframework，1willdiscussabouttheservicecultureandservicemarket’Scharacteristics，tourismmarketsegment，targetmarketselectionandmarketpositioning，andfinallyaboutconsumersandconsumers’purchasingbehaviortheory．Withouttheanalysisonenvironmentoftravel

4、agencies’marketing．wecannotformulatethemarketingstrategyofsmalltravelagencies．Underthisconcem．IhaveofferedadetailedanalysisofLZSFtravelagency’Smarketingenvironmentandmarketingsituation，whichincludingitsmacro．microandinternalenvironment．Especiallyforitsmicroscopicenvironment．

5、whichalmostinvolvesallkindsofrelationshipsLZSFtravelagencymaybeencountered，forexample，suppliers，vendors，directclients，tourismwholesalersandsomeagents，etc．Throughtheanalysisoftheenvironment，IfindsomequestionsandtheircausesaboutLZSFtravelagency．So，thispaperadoptssomenecessarym

6、arketingstrategieswhichLZSFtravelagencyreallycareabout，mainlydiscussedfollowingfiveaspectswhichincluding：personnel，advertising，pricing，productdevelopmentandmarketingontheinternet．Inthispaper,thediscussiononcontrolofthemarketingstrategyimplementation，stilladoptsthemarketingph

7、ilosophyandmarketingconceptasthecontrol’Sthefoundation．AlsointhispaperImanagetoavoidemptymarketingobjectivesandsimplypunishmentbasedoncontrol—goalorientation．Justastheproductqualitymanagementtheoryoftenexpresses，“thequalityofproductioncomesoutoftheprocesseswhichdoconcernabou

8、t，notoutofcontrol”．Throughestablishingrationalmarketingobjectives，helpfulan