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论文编号：	10763
作者编号：	2120163011
上传时间：	2018/12/10 11:16:06
中文题目：	ZQXL公司基于市场平台的旅游市场营销策略研究
英文题目：	Research on ZQXL''s Tourism Marketing Strategy Based on Market Platform
指导老师：	吴晓云
中文关键字：	平台战略;在线旅游;智慧旅游;营销策略
英文关键字：	Platform strategy;online travel;smart travel;marketing strategy
中文摘要：	国民经济水平的持续增长以及居民收入水平的提升，一定程度上促进了旅行需求的增长，推动了我国旅游行业的高速前进。旅游业的蓬勃发展离不开国家给予旅游业的高度的政策支持。《国务院办公厅关于进一步促进旅游投资和消费的若干意见》中，明确提到要积极发展“互联网+旅游”，推动旅游业与互联网跨产业融合，奠定了旅游业发展的整体走向。而在《关于实施“旅游+互联网”行动计划的通知》中则表示，截止2020年，我国将实现旅游业和互联网的融合，互联网成为旅游业创新发展的动力源泉。 “互联网+”时代，移动互联网的普及促使传统旅游向线上渠道拓展，信息更加丰富多样，且传递和流通打破时间、空间的限制，给旅游消费者创造了获取、预订、评价旅行所需产品及服务的综合平台，更好的满足自身的个性化需要，在线旅游成为我国旅游市场的主要形式。国家教育水平的提升背景下，伴随着社会消费的升级，旅游消费者个性化需求增多。时代在进步，消费者的生活方式和价值观念也与时俱进，消费心理以及消费结构产生了差异。但总体上来说，生活所必须的生存性消费在整体消费结构中的比重呈降低的趋势，随之上升的是发展和享乐性消费，这无疑会成为我国旅游行业发展的驱动力。消费需求趋于多样化、细分化，简单的市场细分，依赖于某种消费者共性进行批量生产和服务推广，在信息化社会中已然是不再适用的，同质化产品在日益丰富的消费者需求面前势必被市场淘汰。旅游市场竞争日趋激烈，制定精准、现代化的营销策略是企业脱颖而出的关键，然而国内整体上在线旅游企业发展还不够完善，对消费者的需求满足与权益保护意识不强，在技术和定制旅游产品的设计和提供上都有很大的进步空间。在激烈的市场份额争夺战中，产品和服务的内容如果停留在现状，不开拓创新，长期以来会让旅游消费者产生疲劳，导致消费欲望下降，影响经营状况。 与此同时，互联网的发展极大促进了平台企业的发展。随着智能化时代的到来，平台战略不再只局限于互联网企业，传统企业日益借助平台来进行商业模式进行改进，以及市场范围的扩展和持续盈利。旅游行业中，传统的单向运作的旅游产业急需变革和发展，价值链中的一系列价值创造活动的最终目的是为了有针对性地提供给客户旅游产品及服务。客户的旅游体验以及其自身的得失感知与评价，是对整个价值链过程的评价，因此，有效地获取竞争优势、提高竞争力，主要归结于提高客户价值。运用平台战略的思路，将消费者、供应商、参与者等各个独立的个体有机链接，形成完善的“平台生态圈”，借助互联网、大数据、定制旅游等新元素，对新一代游客个性化旅游需要进行精准把握，构建服务高效、程序便捷、专业性强的交互服务平台。在系统机制的规范下，对生态圈内的成员能够有效起到激励和促进的作用，多方群体的互动中加速企业愿景的达成。这种良性循环的生态圈，通过加强彼此间的沟通和信息共享，能最大程度上发挥网络经济效应，创造更大收益的同时促进行业的发展进步。在线旅游企业在新的时代浪潮下，势必有较大的生存空间和发展前景。 相比来说，欧美、尤其是美国的旅游市场和产业相对最成熟，在线旅游产业发展相对完善，在线旅游产品相关理念和研究比中国相关理论的研究要早、研究文献更为丰富。但国内因起步较晚，国内研究课题相对有限。本文基于在线旅游行业的整体发展现状，结合时代背景的发展，以在线旅游市场为突破口，填补市场中全面在线旅游平台的市场空白，在竞争激烈的在线旅游市场中拓展新的发展点，把握市场契机，旨在在该发展前景巨大的市场中占据一定的市场份额。 竞争不断加剧，旅游企业需要综合考虑自己的资源优势和能力特长，在分析和结合当地的市场情况的基础上，进行市场细分，确定适合自己的目标市场。本文从宏观和微观两个层面入手，对政治、经济、社会、技术方面对影响中国旅游市场的外部环境因素做出了系统分析，并对中国旅游市场存在的主要问题及主要发展趋势进行了梳理，总结出国家政策以及经济技术的支持下，在线旅游行业内部发展的巨大潜力和机会，结合旅游者收入、动机转变等微观环境分析，对旅游市场进行细分和目标市场的选择。在此基础上，利用营销4P的整体思路，提出了平台战略下的智慧旅游APP搭建的具体模式，从产品、渠道、价格、促销几个方面进行了具体的说明。鉴于移动端的迅速普及以及智能APP功能的逐渐丰富，人们的生活重心逐步发生转移，新型支付方式、信息获取和分享方式，为移动APP的发展提供了较大的空间，更够有效地占领移动互联网入口、拓展营销渠道，并提升旅游移动信息化服务水平，进而打开智慧旅游更大的发展空间。产品以移动APP的形式出现，以消费水平较为稳定、有固定假期且追求高品质、个性化旅行体验的白领群体作为目标群体，为其提供精准定制旅游系列产品和服务，同时服务还包含提供梦想投资、自由组团等，旨在构建互联网时代下游客出游的新方式、新体验，借此推进智慧旅游，提升旅游质量，获得共建共赢和良好的经济收益，同时文章也为ZQXL公司的战略转移提供相关参考。图4幅，表1个，参考文献38篇。
英文摘要：	The sustained growth of the national economy and the improvement of the income level of residents have promoted the growth of travel demand to a certain extent and promoted the rapid advancement of China's tourism industry. The booming tourism industry is inseparable from the state's high policy support for tourism. In the "Several Opinions of the General Office of the State Council on Further Promoting Tourism Investment and Consumption", it is explicitly mentioned that it is necessary to actively develop "Internet + tourism", promote the integration of tourism and the Internet across industries, and lay the overall trend of tourism development. In the "Notice on Implementing the "Tourism + Internet" Action Plan", it is stated that by 2020, China will realize the integration of tourism and the Internet, and the Internet will become the driving force for the innovation and development of tourism. In the era of "Internet +", the popularity of mobile Internet has promoted the expansion of traditional tourism to online channels. The information is more diverse and diverse, and the transmission and circulation break the time and space constraints, creating a product for travel consumers to acquire, book, and evaluate travel. And the comprehensive platform of services to better meet their individual needs, online travel has become the main form of China's tourism market. Under the background of the improvement of the national education level, with the upgrading of social consumption, the individualized demand of tourism consumers has increased. The times are advancing, consumers' lifestyles and valuesare also advancing with the times, and consumer psychology and consumption structure have made a difference. But on the whole, the proportion of surviving consumption necessary for life in the overall consumption structure is decreasing, and the rising is the development and hedonic consumption, which will undoubtedly become the driving force for the development of China's tourism industry. Consumer demand tends to be diversified, segmented, and simple market segmentation, relying on a certain consumer commonality for mass production and service promotion, is no longer applicable in the information society, and homogenization products are increasingly enriched. The consumer demand is bound to be eliminated by the market. The competition in the tourism market is becoming increasingly fierce. The development of precise and modern marketing strategies is the key to the emergence of enterprises. However, the overall development of online tourism enterprises in China is not perfect enough. The demand for consumers is not satisfied with the protection of rights and interests. In technology and customized tourism products. There is a lot of room for improvement in the design and delivery. In the fierce market share competition, if the content of products and services stays at the status quo and does not develop and innovate, it will cause fatigue for tourism consumers for a long time, leading to a decline in consumer desires and affecting business conditions. At the same time, the development of the Internet has greatly promoted the development of platform enterprises. With the advent of the intelligent era, the platform strategy is no longer limited to Internet companies. Traditional enterprises are increasingly relying on platforms to improve their business models, as well as market expansion and continued profitability. In the tourism industry, the traditional one-way operation of the tourism industry is in urgent need of change and development. The ultimate goal of a series of value creation activities in the value chain is to provide targeted tourism products and services to customers. The customer's travel experience and its own perception and evaluation of gains and losses are the evaluation of the entire value chain process. Therefore, effectively gaining competitive advantage and improving competitiveness are mainly due to the improvement of customer value. Using the platform strategy, organically link consumers, suppliers, participants and other independent individuals to form a complete “platform ecosystem”, and personalize the new generation of tourists with new elements such as the Internet, big data, and customized tourism. Tourism needs to be accurately grasped to build an interactive service platform with efficient services, convenient procedures and professionalism. Under the norms of the system mechanism, the members of the ecosystem can effectively stimulate and promote, and the interaction of multiple groups accelerates the realization of the corporate vision. This benign cycle of the ecological circle, through strengthening communication and information sharing, can maximize the effects of the network economy, create greater benefits while promoting the development and progress of the industry. Under the wave of new era, online tourism enterprises are bound to have a larger living space and development prospects. In comparison, the tourism market and industry in Europe and the United States, especially the United States, are relatively mature, and the development of the online tourism industry is relatively complete. The related concepts and research of online tourism products are much earlier than the research of relevant Chinese theories, and the research literature is more abundant. However, due to the late start of the country, domestic research topics are relatively limited. Based on the overall development status of the online travel industry, combined with the development of the background of the times, the online travel market is used as a breakthrough to fill the market gap of the comprehensive online travel platform in the market, expand new development points in the highly competitive online travel market, and grasp the market. The opportunity is to occupy a certain market share in this market with great development prospects. Competition is intensifying. Tourism companies need to comprehensively consider their own resource advantages and capabilities. Based on the analysis and integration of local market conditions, market segmentation will be carried out to determine the target market that suits them. Starting from the macro and micro levels, this paper makes a systematic analysis of the external environmental factors affecting China's tourism market in terms of politics, economy, society and technology, and sorts out the main problems and major development trends in China's tourism market. Summarize the great potential and opportunities for the development of the online travel industry with the support of national policies and economic technology. Combine the micro-environment analysis of tourists' income and motivation, and segment the tourism market and target market. On this basis, using the overall idea of marketing 4P, the specific model of smart travel APP under the platform strategy is put forward, and the specific descriptions are given from several aspects such as product, channel, price and promotion. In view of the rapid spread of mobile terminals and the gradual enrichment of smart APP functions, people's life focus has gradually shifted. New payment methods, information acquisition and sharing methods have provided a large space for the development of mobile APP, and more effectively occupy the mobile Internet. Into the entrance, expand marketing channels, and enhance the level of tourism mobile information services, and then open up a greater development space for smart tourism. The products appear in the form of mobile APPs. The white-collar group with relatively stable consumption level, fixed holidays and pursuit of high-quality and personalized travel experience as the target group provides them with customized customized travel products and services, and the service also includes providing dreams. Investment, free group, etc., aim to build new ways and experiences for tourists in the Internet era, to promote smart tourism, improve tourism quality, gain mutual benefit and good economic returns. Besides, the article provides a reference for the strategic shift of ZQXL. Figure 4, Table 1, and 38 references.
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