幸运乐游国际旅行社市场营销策略.docVIP

毕业论文 浅析山西幸运乐游国际旅行社的市场营销策略 摘 要 21世纪经济的高速发展带动了旅游业的发展。大学生作为社会新思想、新技术的前沿群体，对于事物的接受力强，思想相对成熟，大学生的好奇心和身体素质都是人生的顶峰阶段，这就为其旅游市场提供了固定的客源。本文主要以山西幸运乐游国际旅行社存在的实际问题为主线,在搜集大量资料基础上，发现目前幸运乐游国际旅行社主要存在产品定位不准确、品牌知名度不高、促销手段单一等问题，根据找出的问题,制定相应的策略，如专门制定大学生的旅游产品，建立门户网站，塑造企业形象，完善售后服务等。这些对山西幸运乐游国际旅行社旅行社解决目前存在的问题以及对山西本土化旅游都有着一定的参考作用。 关键词：旅行社；大学生旅游市场；营销策略  Abstract In the 21st century, the high speed development of economy lead to the development of the tourism industry. College students as the forefront of society, new ideas and new technology group, they are strong to accept new things, and their thought is relatively mature, their curiosity and physical quality are the peak stage of life. So, its for the university students tourist market provides a fixed customers. This paper takes Shanxi lucky travel agency practical problems existing in the company as the main line. On the basis of collecting a large number of data, Find the lucky travel agency have some problems, such as product positioning inaccurate, brand awareness is not high, and promotion is too single. According to find out problems, formulate corresponding strategies. As the tourism product specific to college students, the establishment of website, shaping corporate image, improve after-sales service, etc. These ways help to resolve the existing problems and have some reference function to localization of Shanxi tourism Keywords：travel agency; university students ’ tourism market ;the marketing strategy  目 录 1 山西幸运乐游国际旅行社公司概况况…………………………………………1 1.1旅行社简介……………………………………………………………1 1.2 品牌及理念介绍…………………………………………………………………1 1.3 旅行社在太原市的分布状况……………………………………………………1 2 山西幸运乐游国际旅行社现状研究……………………………………………2 2.1 山西幸运乐游国际旅行社STP分析……………………………………………2 2.2 太原市高校大学生旅游消费情况的调研………………………………………3 2.3 太原市高校学生旅游市场情况分析……………………………………………6 3 山西幸运乐游国际旅行社发展中存在的问题研究…………………6 3.1 产品针对性不强，个性化不明显………………………………………………6 3.2 定价方式单一，不符合大学生的消费习惯……………………………………7 3.3 渠道建设存在缺陷，方式单一…………………………………………………8 3.4 品牌知名度不高，影响力不大…………………………………………………9 3.5 营销的科技含量低，促销手段单一……………………………………………10 3.6