杭州西湖旅行社營销策略研究.docVIP

题 目: 杭州西湖旅行社营销策略研究  随着全球经济的发展，国内的旅游行业发展迅猛。杭州作为一处具有历史文化底蕴的旅游胜地，正吸引着愈来越多的游客，这给杭州的旅行社带了无限的发展机遇，同时也带来了很多的挑战。那如何在激烈的市场竞争中取胜，如何在众多的旅行社中脱颖而出，就成了一个倍受关注的问题。在这个以服务致胜的时代，要想占据有利的市场，只能不断提高自己的服务营销能力。 本文详细介绍了服务营销等一些基本理论，采取SWOT等方法进行了具体分析、详细研究了杭州西湖旅行社服务营销存在的问题。并在此基础上，针对西湖旅行社服务营销的现状及问题，最后提出了改进和提高杭州西湖旅行社服务营销能力的对策：如产品创新，加强人员管理，增强服务有形展示管理，规范服务过程，产品合理定价、积极促销，拓宽销售渠道、开展网络营销等。 关键词 杭州市旅行社 服务营销 SWOT方法 毕 业 论 文 外 文 摘 要 Title Analysis on The Marketing Tactics of Hangzhou West Lake Travel Agency Abstract With the development of global economics ,our internal tourism is developing rapidly. As a famous city of historical culture, Hangzhou is a good resort, it is attracting more and more tourist, which brings Hangzhou West Lake travel agency infinite opportunities, and also brings it many challenges. Then how to have a victory in the drastic market competition, and how to stand out in so many agencies, this is the important question we pay much attention to. Nowadays，service is the key element of society, in order to hold an advantageous place ,every travel agency will have to improves itself abilities of service marketing. In this paper, we thoroughly introduce the basic theories of service marketing, seriously investigate the existent problems of travel agencies; then according to the actual situation and questions of Hangzhou s travel agencies, analyze their service marketing in the “SWOT” method and so on . in the end give some advice on how to improve the service marketing abilities of travel agencies: such as innovating products, strengthening the personnel management to improve the service; boosting up the management of materiality show; standardizing the service process ;arms length pricing ;and so on. Key words Hangzhou West Lake travel agency service marketing SWOT method  目录 1 引言 1 1.1 研究背景 1 1.2 研究目的与意义 1 1.3 研究内容与方法 2 2 相关理论综述 3 2.1 SWOT分析法 3 2.2 网络营销 3 2.3 服务营销的7P组合理论 4 2.4 产业结构分析理论 5