海航旅业市场营销战略研究

发布时间：2018-03-31 22:13

本文选题：旅游业　切入点：海航旅业　出处：《兰州大学》2012年硕士论文

【摘要】：旅游业作为一个朝阳产业,在进入21世纪后,世界各国及我国旅游产业依然保持着强劲的增长势头。中国作为世界上人口最多、经济发展最快的国家之尽管在经济整体发展水平与发达国家尚有较大差距,但是,我国旅游资源十分丰富,有着极大的发展空间,旅游业已明显逐渐成为国民经济的主要增长点之一。然而,我国旅游行业目前发展并不成熟,旅游企业大都缺乏较高的运营水平和有效的市场营销战略,这也为旅游业良性发展提出了挑战。本文依据市场营销管理的基本理论,运用文献研究法与市场调研等方法,首先利用PEST模型、SWOT分析、五力模型等工具对海航旅业市场营销环境从宏观和微观进行系统分析,指出了海航旅业的优势与劣势,面临的机会与威胁。在对海航旅业现有产品、市场竞争策略以及营销战略进行深入讨论的同时,特别是针对海航旅业在大规模扩张阶段存在的问题,依据目标市场营销理论和企业实际,提出并制定了海航旅业新的市场营销战略。最后,结合本人从业经验和公司实际情况,提出海航旅业市场营销战略的实施措施与执行保障。本文旨在为海航旅业如何利用目前的内外部环境,抓住机遇,快速调整公司发展战略,制定科学合理的市场营销战略提供指导。也希望能对国内旅游企业在新形势下的发展具有一定的借鉴意义。
[Abstract]:Tourism as a sunrise industry, after entering the 21st century, tourism industry in the world and China still maintain a strong growth momentum. China, as the world's largest population, Although there is still a big gap between China and the developed countries in the overall level of economic development, China is rich in tourism resources and has great room for development. Tourism has obviously become one of the main growth points of the national economy. However, the tourism industry in our country is not mature at present, and most of the tourism enterprises lack of high operation level and effective marketing strategy. This also put forward the challenge for the healthy development of tourism. Based on the basic theory of marketing management, this paper uses the methods of literature research and market research, and makes a systematic analysis of the marketing environment of HNA's tourist industry from macro and micro perspectives by using PEST model and five-force model. This paper points out the advantages and disadvantages, the opportunities and threats faced by the HNA industry. At the same time, it makes a thorough discussion on the existing products, market competition strategies and marketing strategies of the HNA industry. In particular, aiming at the problems existing in the large-scale expansion of HNA, according to the target marketing theory and enterprise practice, this paper puts forward and formulates a new marketing strategy for HNA. Finally, combined with my own experience and the actual situation of the company, Put forward the implementation measures and guarantee of HNA's marketing strategy. This paper aims at how to take advantage of the present internal and external environment, seize the opportunity, and adjust the development strategy of HNA. It also hopes to provide guidance for the development of domestic tourism enterprises under the new situation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592

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