四川省中国青年旅行社服务营销策略研究

发布时间：2018-01-13 20:16

本文关键词：四川省中国青年旅行社服务营销策略研究　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文对四川省中国青年旅行社服务营销情况的研究分析,主要通过构建四川青旅全面的旅行社服务营销理念、加强四川青旅客户关系维护、提升顾客满意度、加强四川青旅服务产品的品牌建设、设置合理的定价机制、提高四川青旅服务人员素质、加强服务人员培训工作和服务产品的有形化展示、促进四川青旅服务营销的创新等方面提升四川青旅服务营销水平,增强核心竞争力,促进企业的健康持续发展,并在国内旅行社行业树立典范和标杆,引导全行业的可持续发展,赢得市场竞争的主动权,在实现旅行社行业的优化和改革方面,都具有重要的意义和价值。本文充分借助市场营销的相关知识,在服务营销领域展开深入研究,从理论和模型创新方面做了大量的文献收集和调查研究。同时,本文采取问卷调查的方法,在以四川成都为调研区域,充分调研大量旅行社企业和客户,并得到所在旅行社行业从业人员的深入透彻的咨询服务,绘制了涉及研究需要的相关指标的调查问卷,并利用信效度检验的方法对问卷的合理性进行了修正,根据问卷数据,并且利用四川青旅的报表、公司年度报告所提供的大量详实数据进行了甄选,结合研究需要进行了归类整理,最后分析了四川青旅服务营销存在的问题：一方面,从四川青旅服务营销的效果的基本情况来说,游客对四川青旅服务营销满意程度在一般到满意之间的居多,属于中等偏上水平,表明四川青旅服务营销达到一定效果,但仍需要改善。从标准差可以看出,游客对每个分项下的满意度差异情况,如产品策略下的标准差水平相对较低,表明游客对其产品策略满意度分布较为均衡,四川青旅在这方面做得较好。另一方面,从四川青旅服务营销各因素总体差异情况来说,对四川青旅服务营销各方面总体效果从大到小进行排序：过程策略、人员策略、有形展示策略、产品策略、渠道策略、价格策略、促销策略。可以看出,四川青旅在过程管理方面做得最好,而促销及价格方面则做得不足,应该考虑在这些方面调整策略,提高顾客满意度。从标准差可以看出每个方面得到顾客认可的稳定性,标准差越大,表明越不稳定,四川青旅根据标准差情况采取措施进行改进。最后通过对理论和实践分析提出提升四川青旅服务营销水平的应对策略,并指出了未来青旅提升服务营销意识的发展方向。
[Abstract]:This paper studies and analyzes the service marketing of China Youth Travel Agency in Sichuan Province, mainly through the construction of a comprehensive service marketing concept of Sichuan Youth Travel Service, to strengthen the customer relationship maintenance of Sichuan Youth Travel Service, and to enhance customer satisfaction. Strengthen the brand construction of Sichuan Youth Travel Service products, set up a reasonable pricing mechanism, improve the quality of Sichuan Youth Travel Service staff, strengthen the training of service personnel and the visible display of service products. Promote the innovation of Sichuan Youth Travel Service Marketing, enhance the level of Sichuan Youth Travel Service Marketing, enhance the core competitiveness, promote the healthy and sustainable development of enterprises, and set an example and benchmark in the domestic travel agency industry. It is of great significance and value to guide the sustainable development of the whole industry to win the initiative of market competition and to realize the optimization and reform of travel agency industry. This paper makes full use of the relevant knowledge of marketing, in the field of service marketing in-depth research, from the theoretical and model innovation aspects of a large number of literature collection and research. At the same time. This paper adopts the method of questionnaire investigation, taking Chengdu, Sichuan Province as the research area, fully investigates a large number of travel agency enterprises and customers, and gets the thorough consulting services of the employees of the travel agency industry. Draw the questionnaire about the relevant indicators of research needs, and use the method of reliability and validity test to revise the rationality of the questionnaire, according to the questionnaire data, and use the report form of Sichuan Youth Brigade. The company's annual report provides a large number of detailed data for selection, combined with the research needs for classification, and finally analyzed the Sichuan Youth Travel Service Marketing problems: On the one hand, from the basic situation of the effect of Sichuan Youth Travel Service Marketing, the satisfaction degree of tourists to Sichuan Youth Travel Service Marketing is mostly between general and satisfaction, which belongs to the middle and upper level. It shows that the service marketing of Sichuan Youth Travel has achieved certain effect, but it still needs to be improved. From the standard deviation, we can see that the difference of satisfaction of tourists to each sub-item, such as the standard deviation level of product strategy is relatively low. The result shows that the distribution of tourists' satisfaction with the product strategy is more balanced, and Sichuan Youth Travel has done well in this aspect. On the other hand, from the overall differences of the factors in the service marketing of Sichuan Youth Travel, the overall effect of the service marketing of Sichuan Youth Travel is sorted from big to small: process strategy, personnel strategy, tangible display strategy. Product strategy, channel strategy, price strategy, promotion strategy. It can be seen that Sichuan Youth Travel is the best in process management, but not in sales promotion and price. We should consider adjusting the strategy in these aspects. From the standard deviation, we can see that every aspect of the stability of customer approval, the greater the standard deviation, indicates that the more unstable, Sichuan Youth Brigade take measures to improve according to the standard deviation. Finally, through the analysis of theory and practice, the paper puts forward the countermeasures to improve the service marketing level of Sichuan Youth Tours, and points out the developing direction of the Youth Travel Service Marketing consciousness in the future.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.6

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