旅游法背景下ZF旅游公司营销策略改进研究-市场营销专业毕业论文.docxVIP

AbstraetAbstract Abstraet Abstract With the implementation of China’S opening-up Policy and reformation for more than 20 years，The rapid rise of the tourism industry has become all important pillar industry of the national economy．In the course of the rise of China’S tourism industry， the development of tourism enterprises strongly supported by national policies，legal system increasingly improved tourism，tourism enterprise development environment is getting better，tourism enterprises grew．Tourism enterprises in the number and size have made considerable progress，many tour operators in the 2 1 st century,tourism enterprises operating income and the total number of tourist reception wi吐l a new high． the tourism industry has created enormous economic benefits to meet our people tourism and leisure needs，to become the third important industry sectors．However， 晰Ⅱl the tourism market into competition”heating up”stage，tourism enterprises often happen”guide cheating”，”forced shopping”and other acts，harm tourism legitimate interests of consumers．October 1，2013，after the implementation of China’S first” Tourism Law”，the tourism market in many small travel company used”zero or negative fare”low group marketing tool，‘’failure”，in order to get in the brutal competition in the market place，small and medium sized companies need to reconstruct their travel tourism marketing strategy，to provide consumers with quality tourism services．． In this paper，ZF travel company as a thesis subject，through the collection and aCCeSS to literature，on the basis of results of previous studies on the absorption，the preferred travel company for ZF external marketing environment analysis，presented in Sichuan Province iS rich in tourism resources，economy,macrocconomic factors and social development,etc．；secondly,through the ZF travel company’S internal marketing environment analysis，SWOT analysis combined with the companys specific situation， choose the companys target markets；Finally,according to th