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论文编号：	14584
作者编号：	2320200560
上传时间：	2024/6/2 22:58:59
中文题目：	泰国A旅行社在华营销策略优化研究
英文题目：	Marketing Strategy Research of a Thai Travel Agency in Chinese Market
指导老师：	吴德胜
中文关键字：	在线旅游业务；服务营销分析；网络营销；SWOT分析
英文关键字：	Online tourism business；Service marketing analysis；Internet marketing；SWOT analysis
中文摘要：	在历经三年的深度萧条之后，国际疫情在2023年终于得到有效控制、各国重新开始开放边境、游客们重新开始规划海外旅行，航空公司、酒店和旅游景点也迎来了游客的回归，出境旅游市场出现了爆发式的增长。为恢复旅游业，泰国对我国逐步放开签证政策，并宣布从2024年3月起正式实行中泰永久互免签证政策，这一政策为从事泰国出境游的旅行企业带来极度利好的消息。同时伴随着互联网技术的快速发展和普及，越来越多的游客选择通过线上渠道查询预订旅游产品，在线旅游市场逐渐成为了旅游企业竞争的焦点。 A旅行社作为境外旅游服务提供商，有着多年的出境游运营经验及市场沉淀，同时也面临着来自国内外同行的激烈竞争。本文以A旅行社为研究对象， 旨在通过研究其产品市场的现状以及营销策略上的问题，为旅行社提供有效的优化方案，以期获得更大竞争优势及市场份额。 本文采用问卷调查、数据分析和SWOT分析、波特五力模型等多种方法进行研究。问题分析部分：通过PEST分析泰国旅游市场宏观环境、利用波特五力模型分析行业竞争环境，并利用问卷调查了解消费者对A旅行社线上产品的需求和满意度。结论提出部分：借助SWOT分析矩阵对A旅行社的优劣势及威胁机会因素进行整合，为其产品的营销策略改善提供方向；运用7P营销理论对A旅行社服务营销策略进行系统性调整。其优化结果如下：产品方面要采取差异化产品策略，面对多样化的市场需求，提供个性化的旅游产品和服务。在价格策略上考虑到不同性质产品的市场定位和目标消费群体，采取了差异化的定价方式，既保证了旅行社的利润空间最大化，又保证旅行社产品的价格竞争力。同时，通过创新营销策略和渠道策略，实现营销效果的显著提升，通过大数据分析，精准定位目标消费群体，实现精准营销，提高营销效率。此外，高度重视员工培训和售后服务体系的建设。通过完善员工培训体系，旅行社不断提升员工的专业素养和服务意识，确保为消费者提供高质量的服务体验。 希望通过对论文研究成果的运用，提升 A 旅行社旅游产品的市场竞争力，进一步巩固其在泰国旅游市场的地位。同时，希望本研究的结论可以为其他旅游企业提供有益的参考和启示，促进整个行业的健康发展。
英文摘要：	After three years of deep recession, the tourism market exploded in 2023 as the epidemic was effectively controlled and countries gradually opened their borders. Tourists started planning their overseas trips again, and airlines, hotels and tourist attractions welcomed tourists back. In order to restore the tourism industry, Thailand has gradually liberalized its visa policy to China, and announced that it will officially implement the permanent mutual exemption policy between China and Thailand from March 2024, which has brought extremely good news to travel companies engaged in outbound travel from Thailand. Meanwhile, with the rapid development and popularization of Internet technology, the online market of the tourism industry has further become the focus of competition. Company A, as an overseas travel service provider, has many years of experience in outbound travel operation and market precipitation, and at the same time, it also faces fierce competition from its peers. In order to maintain its leading position in the market and further increase its market share, Company A needs to conduct in-depth research and analysis of its online product marketing strategy. This study aims to explore the current market situation, problems and marketing strategies of Company A's products, and to provide effective marketing programs for them. This study uses questionnaire survey, data analysis and SWOT analysis, Porter's Five Forces Model and other methods to conduct research. First, the macro environment of tourism market is analyzed through PEST, the competitive environment of the industry is analyzed using Porter's Five Forces Model, and the questionnaire survey is used to understand the consumer demand and satisfaction of Company A's online products. Secondly, the data analysis tools are used to process and analyze the survey data to explore the characteristics of consumer behavior and market trends. Finally, with the help of SWOT analysis matrix to integrate the strengths, weaknesses and threats opportunity factors of Company A, to provide direction for the improvement of its product marketing strategy, using 7P marketing ideas to systematically adjust the service marketing strategy of Company A. The results of its strategy optimization are as follows: product to take differentiated product strategy, in response to the diverse needs of consumers, the introduction of personalized on-line products and services, to meet the needs of different groups. In terms of price, different price strategies should be adopted for products of different nature to ensure market competitiveness and maximize profit margins. At the same time, we should innovate marketing strategy and channel strategy. Finally, the staff training system and after-sales service system should be improved to enhance customer satisfaction and customer loyalty. By applying the findings of the dissertation, Travel Agency A is expected to enhance the market competitiveness of its online products and further strengthen its position in the Thai travel market. Meanwhile, the conclusions of this study can provide useful reference and inspiration for other tourism enterprises and promote the healthy development of the whole industry.
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