旅行社自驾游市场营销策略探讨.doc

单位代码:10204 吉林工程技术师范学院 工商管理学院 毕业论文 学生姓名：@@@ 指导教师：### 专 业：旅游管理 班 级：0942班 学 号：00 号 论文起止年月：2013年 1月 至 2013年 6月 旅行社自驾游市场营销策略探讨 Discussing on Strategy of Film and Television Tourism Development @@@ 指导老师： @@@@ 职称： 副教授 专业姓名: 旅游管理 @@@ 答辩时间: 委员会主席： @@@ 毕业论文评阅人: 2013 年 6 月 摘要 随着我国经济的发展和人民生活水平的提高，旅游业的发展也日渐多元化起来。从开始的团队旅游到现在的自驾游，可见追求自由追求享受已经成为了旅游者的首选。但现今我国的自驾游市场营销仍存在着诸多不足与需要改进的地方，本文主要就该类问题进行探讨与研究并提出一些解决办法与方案。 论文共分三章，第一章主要陈述旅行社和自驾游的基本定义及其发展现状，第二章主要分析旅行社自驾游营销存在那些问题，第三章为主要章节，主要针对第二章存在的问题进行解决与探讨。 关键词：旅行社；自驾游；市场营销 Abstract The tourism is going to be more diversification along with the growth of Chinese economy and living standard. From the group travel to self-drivel travel, the travelers are more enjoying the spirit of freedom. But now our self-driving tour market still exist many deficiencies and areas in need of improvement, this paper discussed the problem and solution of this kind. This paper is divided into three chapters, the first chapter mainly states travel and self-driving tour of the basic definition and its development status, the second chapter analyzes the travel agency self-driving tour marketing presence of those problems, the third chapter is the main chapter, mainly for the second chapter problems are solved and discussed. Key words: Tourist Agency; Self-driving Travel; Marketing Management 目录 前言······································ 5 第一章 绪论······························· 6 1.1 旅行社的定义及其发展趋势············ 6 1.2 自驾游的定义及其发展现状············ 8 1.3 市场营销的定义及其4P战略··········· 10 第二章 旅行社自驾游营销存在的问题········· 16 2.1 “产品”问题························ 16 2.2 “价格”问题························ 19 2.3 “促销”问题························ 21 2.4 “渠道”问题························ 21 第三章 旅行社自驾游营销策略··············· 24 3.1 产品策略···························· 24 3.2 价格策略·············