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论文编号：	672
作者编号：	2120062095
上传时间：	2008/6/20 10:53:50
中文题目：	旅行社利益相关者关系营销问题研
英文题目：	Research on Stakeholders'' Re
指导老师：	齐善鸿
中文关键字：	旅行社 关系营销 利益相关者
英文关键字：	travel agency relationship ma
中文摘要：	自我国加入WTO以来，我国旅游行业的竞争己经白热化，全国近80%的旅行社都处于无利或亏损状态，旅行社的效益方面，利润日益微薄。旅行社中交易营销现象严重，许多旅行社，通过降低餐饮标准，减少旅游景点，压缩游览时间，增加购物次数等方法来维持经营，导致游客投诉增加，游客抱怨不断，游客对旅行社的信任度降低，旅行社的经济效益也随之下滑；旅行社与导游间缺乏信任，其内部员工流动率高，服务质量没有保证；同时，旅行社间削价等恶性竞争现象严重，旅行社与其旅游产品供应企业间缺乏有效合作，这不仅增加了旅行社的运营成本，而且也己经严重损害了旅游业行业的健康发展。 本论文从关系营销的角度，以关系营销理论为基础，总结出关系营销对旅行社经营的经济作用，对旅行社开展关系营销作了必要性分析，然后就旅行社开展全面关系营销进行了研究。本文提倡旅行社改变交易营销的营销模式，开展关系营销，从而在一定程度上增强自身的盈利能力。 旅游产品的综合性决定了旅行社的利益相关者繁多复杂，本文在对旅行社的利益相关者进行分析后，在关系营销的六市场模型基础上，把旅行社的利益相关者进行了归纳分类，分为顾客市场、内部市场、竞争者市场、流通市场和影响者市场五个方面来阐述，研究了各自可行的关系营销策略。其中顾客市场、内部市场是旅行社关系营销的重点，因此本文对其进行了较深入的研究，提出了许多切实可行的旅行社顾客市场和内部市场的关系营销策略。同时，为了能使关系营销理念和模式真正被旅行社所重视和采用，使关系营销在旅行社经营中快速的实施起来，发挥出关系营销对旅行社的经济作用，一定程度上改变旅行社薄利经营的困境，本研究最后又提出了在旅行社切实推行关系营销的保障措施。
英文摘要：	Since China entered WTO, competition in China's tourism industry has been intense, nearly 80 percents of travel agencies are in a state of non-profits or losses, the benefits of travel agencies decrease from day to day. Transaction marketing is universal in travel agencies. In order to operate well, many travel agencies degrade food standards, cut down tourist attractions, reduce visiting time, add more shopping places, which results in more tourist complaints. Tourists complain that the service is of poor quality, they daren’t trust travel agencies any more, travel agencies’ economy benefits also decrease. Travel agencies’ high internal staff turnover, low interpersonal trust result in lower quality of service. At the same time, travel agencies’ irregularity-operating, such as a vicious price competition , has cost travel agencies more, and has seriously damaged the healthy development of tourism industry. This paper makes a study of travel agencies from the perspective of relationship marketing. It sums up the economic role of relationship marketing in travel agencies, introduces the importance of relationship marketing, basing on the theory of relationship marketing. Then it makes a deep study of relationship marketing in travel agencies. It tries to make travel agents change their marketing mode, abandon previous transaction marketing idea, undertake relationship marketing strategies in order to improve their profitability. After learning the six markets model of relationship marketing theory, the author makes a research of the entities related to travel agency, categorizes its customers into five parts: the customer market, the employee market, the competitor market, the supplier market and the influence market. Then the author introduces feasible marketing strategies respectively. As the customer market and the employee market are of bigger importance, they should win more focus of travel agency. This paper carries out more in-depth studies on the two markets, and proposes many practical relationship marketing strategies for customer market and employee market. Meanwhile, in order to enable relationship marketing concepts and strategies really being taken seriously and put in use by travel agencies as soon as possible, make its functions on travel agency profits earning play soon, the author proposes supporting measures to ensure that relationship marketing idea is in effective implementation.
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