I 摘要 DL 旅行社位于四川省成都市，是 2008 年汶川地震后，在四川省成都市各级 旅游主管机关支持下成立的首批国际旅行社。公司主要面向日本、泰国、马来西 亚、澳大利亚、欧美等国家和中国台湾、中国香港等地区提供出入境旅游业务。 DL 旅行社的入境游客，基本是中国台湾、中国香港、马来西亚、美国等地的游客 赴中国川内景点游玩；出境服务，基本面向川内游客提供日本、韩国、泰国、欧 洲、马来西亚、美国等地的观光旅游。 通过对 DL 旅行社经营业绩的分析不难发现，近年来公司经营业绩呈现不稳定 且微跌的趋势。除了由于九寨沟等地自然灾害导致的客源减少，究其原因可以归 结为对客户需求挖掘不深、未系统性分析影响企业发展的外部相关方及影响关系、 重视短期交易而非长期发展、注重当前利益而非长远利益、信奉盈利至上观念而 非互利互惠。基于上述原因，本研究基于关系营销的视角，针对 DL 旅行社开展营 销策略及优化研究。 文章首先介绍了选题背景、研究方法，完成了关系营销的国内外研究综述。 其次是关系营销的概念，关系营销的运行核心、本质特征、与传统营销的区别， 并梳理了国际旅行社的现有营销渠道。接下来对 DL 旅行社及其业务开展情况做了 细致介绍，从 DL 旅行社营销现状出发，结合当前营销工作的问题分析了开展关系 营销的适宜性与可行性。基于关系营销的维度界定，识别出 DL 旅行社关系方，并 结合旅行社业务现状，将关系营销的“六维度”简化为“五维度”，分别针对顾客、内 部关系、竞争者、流通市场与影响者逐渐分析了 DL 旅行社营销市场的关系与策略 设计。通过分析认为，DL 旅行社专业性人才尤其是高层次人才与产品设计的专业 性人才匮乏，产品同质现象严重、模式单一，亟需开展自己的信息化建设工作。 最后从组织架构、人力资源、信息化建设三个方面完成了保障措施优化设计。 本研究的创新之处，在于将关系营销模型应用到 DL 旅行社营销工作开展与优 化研究中，并结合旅行社现状对关系营销模型做了简化，分别基于顾客、内部关 系、竞争者、流通市场、影响者角度做了营销市场关系分析，形成了一套完整的 营销策略。文章的研究成果，丰富了国内关于关系营销理论的研究成果，对 DL 旅 行社营销工作的开展与优化具备一定的实践指导意义，有利于 DL 旅行社进一步发 挥业务协同效应，巩固并扩大出入境旅游业务市场氛围，为客户提供专业旅游服 务，助力 DL 旅行社成为川内最专业的出入境旅游运营商。 关键词：旅行社，市场营销，关系营销ABSTRACT II ABSTRACT DL travel agency, located in Chengdu, Sichuan Province, is one of the first international travel agencies established with the support of tourism authorities at all levels in Sichuan Province and Chengdu City after the 2008 Wenchuan earthquake. The company mainly provides inbound and outbound tourism services to Japan, Thailand, Malaysia, Australia, Europe and America, Taiwan, Hong Kong, etc. The inbound tourists of DL travel agency are basically tourists from Taiwan, Hong Kong, Malaysia, the United States, etc. to visit scenic spots in Sichuan, China, and provide outbound services. They basically provide sightseeing tours to tourists in Sichuan, such as Japan, South Korea, Thailand, Europe, Malaysia and the United States. Through the analysis of DL travel agency's operating performance, it is not difficult to find that in recent years, the company's operating performance shows an unstable and slightly declining trend. In addition to the reduction of tourists caused by natural disasters in Jiuzhaigou, the reasons can be attributed to the lack of deep customer demand, the lack of systematic analysis of external stakeholders and influence relationships that affect the development of enterprises, the emphasis on short-term transactions rather than long-term developments, the focus on current interests rather than long-term interests, and the belief in the concept of profit first rather than mutual benefit. Based on the above reasons, this study, based on the perspective of relationship marketing, studies the marketing strategy and optimization of DL travel agency. Firstly, this paper introduces the background of topic selection and research methods, and completes the domestic and foreign research summary of relationship marketing. Secondly, the concept of relationship marketing, the core of operation, essential characteristics, and the difference between traditional marketing and relationship marketing are discussed. Next, it makes a detailed introduction to DL travel agency and its business development. Starting from the current marketing situation of DL travel agency, combined with the current marketing problems, it analyzes the suitability and feasibility of developing relationship marketing. Based on the six dimensions of the relationship between the travel agency and the travel agency, this paper defines the relationship between the travel agency and the travel agency from the six dimensions of the relationship between the travel agency and the marketing.ABSTRACT III Through the analysis, DL travel agency is short of professional talents, especially high-level talents and product design professionals. The product homogeneity is serious and the mode is single, so it is urgent to carry out its own information construction work. Finally, the optimization design of marketing strategy is completed from three aspects of organizational structure, human resources and information construction. The innovation of this research lies in the application of relationship marketing model to the marketing work development and Optimization Research of DL travel agency. Combined with the current situation of travel agency, it simplifies the relationship marketing model, analyzes the marketing market relationship based on the perspective of customers, internal relations, competitors, circulation market and influencers, forming a complete set of marketing strategies. The research results of this paper enrich the domestic research results on relationship marketing theory, and have certain practical guiding significance for the development and optimization of marketing work of DL travel agency, which is conducive to further play the business synergy effect of DL travel agency, consolidate and expand the market atmosphere of inbound and outbound tourism business, provide professional tourism services for customers, and help DL travel agency become the most professional outbound travel agency in Sichuan Inbound travel operators. Key words: Travel Agency, marketing, relationship marketing目录 IV 目录 第一章 绪论.................................................................................................................... 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究方法 ............................................................................................................ 3 1.3 研究路线 ............................................................................................................ 3 第二章 相关理论基础及文献综述................................................................................ 5 2.1 关系营销理论 .................................................................................................... 5 2.1.1 关系营销的起源 ...................................................................................... 5 2.1.2 关系营销的概念界定 .............................................................................. 6 2.1.3 关系营销的内涵与外延 .......................................................................... 6 2.1.4 关系营销的运行核心与本质特征 ........................................................... 8 2.2 关系营销与传统营销的区别分析 ..................................................................... 9 2.2.1 关系营销的原则 ...................................................................................... 9 2.2.2 关系营销与交易营销的区别分析 ........................................................ 10 2.3 国际旅行社营销渠道分析 ............................................................................... 10 2.3.1 直接销售渠道 .........................................................................................11 2.3.2 代理商间接渠道 .....................................................................................11 2.3.3 批发商间接渠道 ..................................................................................... 12 2.3.4 小结 ..