蘭州四方旅行社市場營銷策略研究.pdf

1、At present, especially in the northwest region of China, travel agencies as awhole industry, there are many small travel agencies in this area, and its totalemployments is huge.For the whole society and a person himself,

2、 small travelagencies' existence and development has a meaningful significance, but many ofthem (including LZSF), unfortunately, do not have a clear concept aboutmanagement and marketing strategy.
　　This paper first b

3、egin with the attention of the travel agency marketingphilosophy and marketing idea, and then under this framework, I will discuss aboutthe service culture and service market's characteristics, tourism market segment,tar

4、get market selection and market positioning, and finally about consumers andconsumers' purchasing behavior theory.
　　Without the analysis on environment of travel agencies' marketing, we cannotformulate the marketing

5、strategy of small travel agencies.Under this concern, I haveoffered a detailed analysis of LZSF travel agency's marketing environment andmarketing situation, which including its macro, micro and internal environment.

6、　　Especially for its microscopic environment, which almost involves all kinds ofrelationships LZSF travel agency may be encountered, for example, suppliers,vendors, direct clients, tourism wholesalers and some agents, et

7、c.
　　Through the analysis of the environment, I find some questions and their causesabout LZSF travel agency.So, this paper adopts some necessary marketing strategieswhich LZSF travel agency really care about, mainly

8、discussed following five aspectswhich including: personnel, advertising, pricing, product development andmarketing on the internet.
　　In this paper, the discussion on control of the marketing strategy implementation,s

9、till adopts the marketing philosophy and marketing concept as the control's thefoundation.Also in this paper Ⅰ manage to avoid empty marketing objectives andsimply punishment based on control-goal orientation.Just as the

10、 product qualitymanagement theory often expresses, "the quality of production comes out of theprocesses which do concern about, not out of control".Through establishing rationalmarketing objectives, helpful and instigate