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论文编号：	6157
作者编号：	2220130091
上传时间：	2014/6/4 12:11:20
中文题目：	出境游特色产品方案设计与营销策略研究－以途易极体验项目为例
英文题目：	Outbound unique products project design and marketing strategy To TUI experience
指导老师：	许晖教授
中文关键字：	出境游特色产品 途易极体验 整合营销 体验营销
英文关键字：	outbound unique products; TUI Experience products;
中文摘要：	伴随2012年新一轮出境旅游市场的喜人增长，中国出境旅游产业主体在稳定中不断调整自己的发展战略和市场行为。随着旅游目的地国家或地区的增加给旅行社在产品研发上提供了更大的可供选择的空间，探索产品创新和营销方式的创新将为先行者带来优势以规避竞争并获取创新利润和品牌效应。 现阶段的中国出境旅游市场大多数是作坊式的中小旅行社，这些旅行社多无力投入产品研发，创新能力不足，其产品往往模仿市场领导者推出的热销新产品。小旅行社仅对热销产品的描述包装和细节略作变动并没有投入有效的营销手段。无论在大规模广告宣传，产品质量和销售价格，品牌知名度和美誉度等都无法与领导者相比。行业中同质化产品很多，低价竞争严重。旅行社在产品升级方面如何顺应需求，营销模式如何突破固有瓶颈，摆脱作坊式的散乱杂的产业结构，引入国际化的管理理念和运营模式，摸索出一套在中国出境游特色产品研发推广销售和旅行社运作模式。德国途易集团联手中旅总社在常规出境产品组合的基础上推出全新产品——“途易极体验”特色新型产品并以中旅系统全国网络为主要销售渠道，展开“途易极体验”特色新型产品整合营销和体验营销。本文通过对典型案例的分析和对途易极体验产品的特色以及渠道和营销策略等内容展开研究，我们来探讨在新形势下出境游特色产品的立项和实施操作，渠道管理与改进以及市场整合营销和体验营销等方面在旅游行业中的实际应用和可复制性
英文摘要：	With a new round of outbound tourism market in 2012 encouraging growth, China's outbound tourism industry main body in the stable constantly adjust their development strategies and market behavior. With the increase of tourist destination country or region to travel on the product research and development provides a larger selection of space, explore the innovation of marketing mode of product innovation and will bring first mover advantage to avoid competition and get the innovative profits and brand effect. The present stage of China's outbound tourism market most of small and medium-sized travel agencies are unable to input product research and development, innovation ability is insufficient, Their products are often imitated market leader launched new products sell like hot cakes. A small travel agency only details description of sell like hot cakes product packaging and slightly change and not into effective marketing tool. No matter in large-scale advertising, product quality and sales price, brand awareness and reputation cannot be compared with the leader. Industry in many homogeneity product, low price competition is serious. Travel agency how to comply with the requirements in terms of product upgrade, marketing model how to break through the inherent bottleneck, get rid of the industrial tructure of mill type scattered miscellaneous, the introduction of international management idea and operation mode, for research and development of a set of features in China's outbound tourism products marketing and operation pattern and the travel agency. Teamed up with German TUI group and CTSHO in conventional exit product portfolio on the basis of new products - “TUI" experience products with the CTS system national network as the main sales channels, "TUI" experience products integrated marketing and experience marketing. In this article, through analysis of typical cases and characteristics of TUI experience products and channels and marketing strategy study, we explore outbound tourism characteristics under the new situation the formulation and implementation of product operation, channel management and improvement and market integration marketing and experience marketing in actual application and can be replicated in the tourism industry.
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