旅行社的定制化营销应用研究-企业管理专业毕业论文.docxVIP

内容摘要知识经济时代的到来促进了消费者个性的释放，包括旅游者在内的顾客需求呈现出日 内容摘要 知识经济时代的到来促进了消费者个性的释放，包括旅游者在内的顾客需求呈现出日 益个性化的趋势。与此同时，企业之间竞争的加剧也导致了企业对每个顾客长期价值的认 识和关注。随着信息技术手段的飞速发展，市场细分逐步走向终极化。这种以需求为导向 “一对一”的市场细分，带来了营销观念的根本性变化，“一对一”的“定制化营销”应 运而生并蓬勃发展起来。以互联网为代表的信息技术和定制化生产手段的发展，使定制化 营销可以在实践领域得以有效实施。 本文旨在需求导向的营销理念指导下，分析研究定制化营销理论，这一理论已经蓬勃 发展起来了。同时，本文将定制化营销这一营销学领域的新观念适应性地应用到旅游营销 实践中来，就其在旅行社实施的总体思路和方法展开研究，以营销学理论和研究方法的应 用为基础，结合旅游学的相关理论展开探讨，演绎出旅行社“定制化营销”的新模式。 定制化营销观念在学术领域属于比较新的理论，本文力求为这一观念在旅行社经营中 的应用及实施研究做出一些探索，以推动定制化营销这一概念的成熟和完善。同时，为了 应对当前快速变化和日益增强的旅游需求，在总结分析已有研究成果的基础上，为这一理 论的产生和发展整理了一个比较清晰的脉络，将定制化营销在旅游营销中的实施思路、策 略和步骤等方面问题，进行了探索。旨在为旅行社在日趋激烈的竞争环境中提高整体竞争 力，寻求有效的营销手段，为旅行社提供有益的参考。 关键词：个性化需求旅行社定制化营销 AbstractThe Abstract The age of knowledge economy approaches customers with the trend of individualization． The demands of customers including tourists are characterized by their personal needs and wants． Meanwhile the increasingly intense competitions ask for more efforts which are stressed upon catering to the benefits of each customer．The market segment comes to its ultimate---the ‘‘segment of one”．This demand—oriented market segmentation has bring the great changes of Marketing concepts and led to the occurrence and the development of‘‘customizing marketing’’ philosophy．The development of information technology and customization helps to enable the effective implementation of the concept． Based on the demand—oriented marketing philosophy,this paper studies and analyzes the “customizing marketing”theory and has undergone vigorous development．The paper aims to make all introduction of this theory and try to apply it to tourism marketing practices．This paper makes an exhaustive use of marketing theories，marketing research methods in addition to related tourism theories trying to help the travel agents finding out the new patterns of “customizing marketing”． This thesis tries to make some contributions to the maturation of this new concept of “customizing marketing’’through research on its development process and try t