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海航旅业市场营销战略研究Research on the marketing strategy of tourism market in Hainan
ABSTRACT
The
tourism asunrise been momentum
industry，asindustry，hasmaintainingstronggrowth
at
bothhomeandoverseasinthe21st theworld’Smost andoneofthefastest
century．As populous
economic still behindintermsofeconomic
developingcountry，Chinalag development
with itstourismresourcesare richwith
countries，but
comparingdeveloped very greatpotential
for is cleartobethebackboneof
ournational
development,whichgradually economy．However，
thecurrent of
Chinastourism isnotmature．Mostoftourism
development industry enterprises
lackthe leveland
effective has a for
hi．ghoperation strategies，which
marketing posedchallenge
the
sound oftourism
developmentindustry．
Basedonthebasic of methodsof research
theorymarketing
management,thedocumentary
andmarketresearchareusedinthe of forthe start
beginningpreparingpaper．Towith，PEST
Model，SWOTMethod，FiveForcesModelandothertoolsare to
employedanalyzethoroughly
themacromicroenvironmentofHNATourismtofindoutthe
orthreatthe is discussioniscarriedoutonthecurrent
companyfacing．Thenprofound products，
tacticsand ofthe
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