【摘要】：隨著我國居民收入的增長,旅游業(yè)的快速發(fā)展受到了很大的推動。各大旅行社的規(guī)模也在逐漸擴大,但是旅行社的凈利潤卻在不斷減少。主要原因有：低門檻導致眾多新進入者搶占市場。旅游產(chǎn)品缺乏創(chuàng)新和差異化,導致各旅行社之間通過價格競爭來搶占客源。然而旅游服務(wù)標準的缺失也使得旅行社在消費者心中的地位受到一定的影響。各種人為干擾因素以及自然環(huán)境因素都影響著消費者對旅游服務(wù)的滿意程度。這也充分說明,旅游服務(wù)與其他服務(wù)行業(yè)有很多不同之處。 本文從湖南省中國國際旅行社有限公司的營銷現(xiàn)狀出發(fā),通過服務(wù)營銷的分析方法,分析了湖南國旅當前的營銷現(xiàn)狀。發(fā)現(xiàn)湖南國旅在服務(wù)質(zhì)量、信息化、產(chǎn)品開發(fā)、人員素質(zhì)等方面都存在很多問題。用高級SWOT和VRIO模型分析了湖南國旅服務(wù)營銷的內(nèi)外部環(huán)境,找出公司和競爭對手之間的差距,明確了公司的核心競爭力,并且得出結(jié)論,公司所處的營銷環(huán)境適合于增長型戰(zhàn)略。之后,通過對服務(wù)消費行為的分析和市場細分的分析對公司目前所處的市場進行了深入研究,找到了公司應(yīng)該選擇的目標市場,明確了公司的市場定位,需要瞄準中高端市場,同時合理控制好成本。 在上述分析的基礎(chǔ)上,以7Ps服務(wù)營銷組合等理論為指導,從產(chǎn)品、價格、促銷、渠道、有形展示、內(nèi)部營銷、服務(wù)過程方面對湖南國旅現(xiàn)有的營銷策略提出了改進后的優(yōu)化方案。在產(chǎn)品策略方面,通過產(chǎn)品生命周期分析,找到公司最需要的產(chǎn)品組合。通過附加服務(wù)的分析和設(shè)計,提出了突出公司產(chǎn)品個性化的方案。在促銷策略方面,論證了服務(wù)溝通對于服務(wù)促銷的重要性。在有形展示策略中,詳細分析了服務(wù)環(huán)境設(shè)計的各個要素。通過顧客、員工滿意度分析提出了如何開展好內(nèi)部營銷的方法。在服務(wù)過程策略中,用服務(wù)藍圖的方法,將服務(wù)過程的設(shè)計細分到各個關(guān)鍵點,并提出服務(wù)流程的改進辦法。最后對公司服務(wù)營銷策略實施和保障進行了分析,以加強客戶關(guān)系管理和企業(yè)文化建設(shè)來實現(xiàn)公司服務(wù)營銷策略的有效實施,其中還對網(wǎng)絡(luò)服務(wù)平臺提出了優(yōu)化建議。
[Abstract]:With the increase of income, the rapid development of tourism has been greatly promoted. Travel agencies are growing in size, but net profits are shrinking. The main reason is: low threshold leads to a large number of new entrants to seize the market. The lack of innovation and differentiation of tourism products leads to price competition among travel agencies to seize the source of tourists. However, the lack of tourism service standards also makes travel agencies in the mind of consumers by a certain impact. All kinds of human interference factors and natural environment factors affect the satisfaction of consumers with tourism services. This fully shows that there are many differences between tourism services and other service industries. Based on the marketing situation of Hunan China International Travel Service Co., Ltd., this paper analyzes the current marketing situation of Hunan CTS through the analysis method of service marketing. It is found that Hunan CTS has many problems in service quality, informatization, product development and personnel quality. This paper analyzes the internal and external environment of Hunan CTS service marketing by using advanced SWOT and VRIO models, finds out the gap between the company and its competitors, clarifies the core competitiveness of the company, and draws a conclusion. The marketing environment of the company is suitable for the growth strategy. After that, through the analysis of the service consumption behavior and the market segmentation, the paper deeply studies the market in which the company is located, finds out the target market that the company should choose, defines the market position of the company, and needs to aim at the middle and high end market. At the same time, reasonable cost control. On the basis of the above analysis, guided by the theory of 7Ps service marketing mix, from the product, price, promotion, channel, visible display, internal marketing, In the aspect of service process, the paper puts forward the optimized scheme of Hunan National Travel Service's existing marketing strategy. In product strategy, through product life cycle analysis, to find the most needed product portfolio. Through the analysis and design of the additional service, the paper puts forward the scheme to highlight the individuation of the company's products. In the aspect of promotion strategy, the importance of service communication to service promotion is demonstrated. In the visible display strategy, the factors of service environment design are analyzed in detail. Through the analysis of customer and employee satisfaction, this paper puts forward the method of how to carry out internal marketing. In the service process strategy, the design of service process is subdivided into each key point by the method of service blueprint, and the improvement method of service process is put forward. Finally, the implementation and guarantee of company service marketing strategy are analyzed in order to strengthen customer relationship management and enterprise culture construction to realize the effective implementation of company service marketing strategy.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.6;F274

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