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1、合肥工业大学硕士学位论文合肥长江旅行社营销策略研究姓名：傅为申请学位级别：硕士专业：企业管理指导教师：李德明2010-07TheMarketingStrategyResearchofHefeiChangjiangTravelAgencyAbstractReformandopeningupmorethan30years,china'stourismhasdevelopedrapidly.Ithasalreadyturnedintoalarge-scaleindustry.Withtherapiddevelo
2、pmentofchina'stourismindustry,ourtravelagentisintremendouschanges・Particularlyinthepast10-oddyears,thetradescaleconstantlyexpanding,workersincreasing,thesysteminnovatingandtheoperatingenvironmentcontinuetoimprove.Thetravelserviceindustryhasnowbecomeoneoft
3、heimportantserviceindustrytodriveeconomicgrowthandincreaseemploymentopportunities.Facingtheincreasinglyheatedmarketcompetition,thetravelagencies,especiallythesmallandmedium-sizedtravelagencieswhichoccupythemajorityofchina's,howtopromotetheirmarketingandma
4、nagementcapabilitytoensuretheirsubsistenceanddevelopmentinthecompetitionisaquestionthateverytravelagencymustthinkabout.ThisarticleistoHefeiChangjiangTravelAgency.Aftercollectinglotsofinformation,theauthormakesamoredetaileddiscussiononmarketingandmanagemen
5、ttheory.Thenthearticleanalysesourtourismindustryandthetravelagentatmacrolevel.Onthatbasis,weanalysethemarketingenvironmentofHefeiChangjiangTravelAgency,includingitsbasicconditions,competitiveenvironment,strength,weakness,opportunityandthreaten(SWOT).Fromp
6、roduct,thedistributionchannel,brandandsoon,weexpandtofindouttheproblemsinmarketingandmanagementoftheChangjiangTravelAgency.Accordingtotheproblems,weclearthetargetmarket,andadvancesomerelevantpolicybasedonthedemandoftargetmarket,suchastheproductstrategy,th
7、epricestrategy,thechannelstrategy,thepromotionstrategy,andthebrandstrategy.ThesestrategiesandrecommendationsareusefulfortheChangjiangTravelAgencytosolvetheproblemsandimprovetheefficiencyoftheproductandbrandrecognition.Finally,becauseofthelimitedconditions
8、thisarticlehaven'tdoresearchinallquestions,weproposethequestionsthatneedtofurtherresearchandhopeforthefutureresearch.WehopethatthisstudytoHefeiChangjiangTravelAgencyisvaluableforthesmallandmedium-sizedtravelagencies
