分类号，F592.6 学校代码，10697 密 级，公开 学 号，201508052 硕士专业学位论文 Dissertation for the Professional Degree of Master 西安环亚国际旅行社营销渠道精细化管理研究 学科名称，高级工商管理 专业学位类别，高级工商管理硕士（EMBA） 作者，曹艳炜 指导老师: 韦省民副教授 西北大学学位评定委员会 二○一九年插入图片摘要 I 摘要 2017年至2018年两年间，国内游客50.1亿人次，境外游客2.7亿人次，全年旅游收入 5.4万亿元。据不完全统计，旅游业对国内生产总值的综合贡献率为9.13万亿元，占国内 生产总值的11.04%。旅游业直接就业人数已达到2825万，直接和间接参与就业人数已高 达7990万人，占全国就业总人数的10.28%。改革开放四十年来，旅游业得到了长足的发 展，逐渐成为我国重要的支柱产业。伴随着旅游业开放领域和程度的持续扩大以及国内 国外各方面保护壁垒的逐步消除，社会大众对休闲旅游的需求不断增加，给旅行社行业 发展带来极大发展空间和巨大可持续增长的商业机遇，当然同时，旅行社的行业竞争也 是越来越残酷，提出的竞争要求也是越来越高。 旅行社是旅游业的三大支柱之中最为重要的一环，也是旅游业快速发展的主要动 力。他们不仅是旅游目的地的经营者，消费者用户的组织者，还是旅游开发商，旅游用 户在旅游过程中的实际运作和执行者。旅行社对一个地区的旅游资源进行整合、发掘、 推广，该行为为推进了资源优势向经济发展的转化，起到了至关重要的作用。国内旅行 社业已经发展了二十多年，大大小小旅行社越来越多，并逐步已经达到了规模上的优势。 可实质上这些占比较大的旅行社是几乎都无可避免的要面对极其残酷的市场竞争之中。 可以说我国目前的旅行社业中较为明显的存在着形态松散，规模较小，实力偏弱，竞争 力差的状态，都是普遍存在管理上的缺失，尤其是在缺乏营销渠道精细化管理和建设， 综上所述，我们可以得出结论，中国目前旅行社行业在中国旅游市场快速发展的滞后已 经非常明显。 本文分析了西安环亚国际旅行社营销渠道的现状，总结了中小型旅行社建设中较为 普遍存在的共性问题，分析和研究的问题，开发了精细化管理系统营销渠道，有效地提 高中亚旅行社的营销渠道的管理水平。其目的是为在中国的小型和中型旅行社的营销渠 道管理的参考，最终逐步提高这一行业的竞争力。 关键词，旅行社，营销渠道，精细化管理西北大学硕士学位论文 II ABSTRACT During the two years from 2017 to 2018, there were 5.01 billion domestic tourists and 270 million overseas tourists. The annual tourism revenue was 5.4 trillion yuan. According to incomplete statistics, the overall contribution of tourism to GDP is 9.13 trillion yuan, accounting for 11.04 % of GDP. The number of people directly employed in tourism has reached 28.25 million, and the number of people directly and indirectly involved in employment has reached 79.9 million, accounting for 10.28 % of the total number of people employed in the country. In the 40 years of reform and opening up, the tourism industry has achieved great development and has gradually become an important pillar industry in China. With the continuous expansion of the open field and degree of tourism and the gradual elimination of various protection barriers at home and abroad, the public demand for leisure tourism has been increasing, which has brought great business opportunities for the development of the travel agency industry and huge sustainable growth. The industry competition of travel agency is also more and more cruel, the competition requirement that put forward is also higher and higher. Travel agencies are the most important of the three pillars of tourism, and are also the main driving force for the rapid development of tourism. They are not only operators of tourist destinations, organizers of consumer users, but also tourism developers, tourism users in the tourism process and the actual operation and implementation. The travel agency integrates, excavates and promotes the tourism resources in a region. This behavior plays a crucial role in promoting the transformation of resource advantages into economic development. The domestic travel agency industry has developed for more than 20 years. There are more and more large and small travel agencies, and they have gradually reached the advantage of scale. But in essence, these relatively large travel agencies are almost inevitable to face the extremely cruel market competition. It can be said that China's current travel agency industry is characterized by loose forms, small size, weak strength and poor competitiveness, all of which are generally lacking in management, especially in the absence of sophisticated management and construction through marketing channels. To sum up, we can conclude that the lag in the rapid development of the travel agency industry in China is already very obviousABSTRACT III This paper analyzes the current situation of the marketing channels of the international travel agency in Xian, summarizes the common problems in the construction of small and medium-sized travel agencies, analyzes and studies the problems, develops the refined management system marketing channels, and effectively improves the management level of the marketing channels of Central Asian travel agencies. The aim is to serve as a reference for the marketing channel management of small and medium-sized travel agencies in China and ultimately to gradually improve the competitiveness of the industry KeyWords: Travel Agency; Marketing Channels; Fine Managemen西北大学硕士学位论文 IV 目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 目 录........................................................................................................................................IV 第一章 绪论.............................................................................................................................. 1 1.1 研究的背景意义 ............................................................................................................. 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 1 1.2 研究的思路和方法 ......................................................................................................... 2 1.2.1 研究思路 .................................................................................................................. 2 1.2.2 研究方法 .................................................................................................................. 2 第二章 旅游市场营销渠道概述.............................................................................................. 3 2.1 旅游市场营销的含义与特点 ......................................................................................... 3 2.1.1 旅游市场营销的含义 .............................................................................................. 3 2.1.2 旅游市场营销的特点 .............................................................................................. 3 2.2 旅游市场营销组合内容 ................................................................................................. 4 2.3 旅游市场营销管理 ......................................................................................................... 4 2.4 营销渠道的结构 ............................................................................................................. 5 2.4.1 渠道是一个网络系统 .............................................................................................. 5 2.4.2 渠道的长度 .............................................................................................................. 5 2.4.3 渠道的宽度 .............................................................................................................. 6 2.5 营销渠道的职能、作用和流程 ..................................................................................... 6 2.5.1 营销渠道的职能 ...................................................................................................... 6 2.5.2 营销渠道的作用 .......