本文在搜集和查阅大量资料的基础上,充分运用管理学、营销管理、服务营
销等方面的相关理论和研究方法,从深圳招商国旅的实际情况出发,对内外部环
境,服务营销现状及存在的问题进行分析和研究,运用SWOT模型分析深圳招商国
旅目前服务营销策略面临的机遇、威胁及自身的优势和劣势,结合实际情况,提
出整合营销资源、推进服务营销的策略,为顾客提供一流的服务。
通过对深圳招商国旅服务营销策略的研究,提出了优化产品组合,加强旅游
新产品幵发;以科学方法,合理定价提高竞争力;建立全方位销售渠道,提高市
场覆盖率;注重媒体的合理选择,加强广告促销和公共关系及事件促销;同时,
也提出构建专业人才队伍、建立客户数据库进行动态管理客户关系、规范服务过
程实施标准化服务等对策;最后,为确保服务营销的落实提出了保障措施。希望
通过以上的分析和论述,能为深圳招商国旅将来的发展和经营提供有益的帮助,
也为广大的旅行社企业提供服务营销策略方面的参考,为旅行社企业的发展提供
有益的借鉴。
关键词:旅行社,市场营销,服务营销,策略研究
ABSTRACT
With the rapid development of economy, going out for traveling has become a necessary part of
people's daily life since the Reform and Opening-up of China. As a main route for travelers' going
out, the travel agency has played an important role in recent years. More and more investors pay
attention to this sunrise industry. While facing more and more fierce market competition, the travel
agency must offer better service for its customers, offer more transferable value than its competitors
in order to reinforce its competitiveness. Therefore, service marketing plays a very important part in
travel industry, which is also an important way of improving service standard of the travel agency.
Based on collecting and looking up plenty of material, this paper uses the theory and research
methods of management science, marketing management, service marketing and so on. Starting
from the reality of Shenzhen Merchants Internationa] Travel Agency, it analyses the
inside-and-outside environment, the service marketing reality and the exiting problems. By using
SWOT model, it analyses Shenzhen Merchants International Travel Agency's opportunities, threat,
advantages and disadvantages on service marketing strategy. Combined with the actual fact, it brings
up a strategy of integrating marketing resources, pushes on service marketing and provides the best
service for customers.
According to the study on Shenzhen Merchants International Travel Agency's service
marketing strategy, it brings up optimize product mix and increase new product development in
tourism, improve competitiveness by unified management and set reasonable price,
establish a full range of sales channels, strengthen channel management. It also comes up
with an idea of constructing professional talent team, builds up a data base of customers to manage
the relationship with customers and standardizes service process to have standard service. Finally, it
brings the protection measures of service marketing. It hopes to provide useful help for its
development and management, provide reference resources on service marketing strategy for travel
agencies and provide useful reference for the development of travel agencies.
Key Words: Travel Agency, Marketing, Service Marketing, Marketing Tactics
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