SZ旅游有限公司营销策略的优化
摘 要
由于科学技术?速发展、时代不断进步，我国的经济也在快速发展。与此同
时，?们的?活?式逐渐丰富，对物质?化?活的需求不断增?，对旅游的需求
也越来越多元化、个性化。21世纪以来，我国的旅游业进?了快速发展的时代，
发展前景?阔。旅游企业作为旅游业发展的重要经济体，也快速地成?起来，但
与此同时，他们也?临着新的机遇和挑战。市场环境竞争?益激烈，旅游公司想
要脱颖?出，?远发展，合适的营销策略就显得尤为重要。SZ旅游有限公司是
蚌埠市知名的旅游企业，但是近两年，公司出现了发展缓慢、销售额下降的问题。
如何对 SZ旅游有限公司的营销策略进?优化，成为了公司必须要解决的问题。
?章在参考国内外旅游公司市场营销相关?献研究的基础上，综合运?访谈法等
多种?法进?研究，对 SZ旅游有限公司的营销策略进?了分析，通过研究为 SZ
旅游有限公司未来发展提供了更多参考。
?先，通过分析 SZ旅游有限公司?前的营销状况，了解到该企业?前在营
销??存在产品单?，同质化问题严重、品牌影响?弱，外地游客对公司的认可
度低、产品价格缺乏弹性，存在低价竞争现象、以?店销售为主，销售渠道单?、
营销?式单?，新媒体宣传较少等问题。
其次，?章通过综合运?消费者特征分析及 STP战略，帮助 SZ旅游有限公
司进?了市场细分，确定了 SZ旅游有限公司的?标市场和市场定位，为 SZ旅
游有限公司制定营销策略的优化提供了依据。
最后，根据公司的?标群体和新的市场定位，为 SZ旅游有限公司营销策略
的优化提出了?些建议，具体有以下六??：第?，开发富有特?和年轻化的旅
游产品，包括开发设计定制游和??开发乡村游；第?，采?不同的产品差异化
的定价策略；第三，综合运?多种渠道，扩展产品销售渠道，充分利??络技术，
加强与?型在线旅游销售平台的合作；第四，发挥新媒体的优势，增强新媒体营
销宣传，如加强新媒体?告投放，利?微博、微信等，同时增加会议展览营销；
第五，在?员和服务过程??,选择合适的?员策略和提升服务?平，重视服务
过程；第六，充分利?科学技术，加强产品的有形展示，增强产品的吸引?，以
促进消费者消费。希望可以对该公司的营销策略的优化提供?些参考。
关键词：SZ公司，营销策略，优化
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SZ旅游有限公司营销策略的优化
ABSTRACT
Due to the rapid development of science and technology and the continuous
progress of The Times, China's economy is also developing rapidly. At the same time,
people's lifestyle is gradually enriched, their demand for material and cultural life is
growing,and their demand for tourism is becoming more diversified and personalized.
Since the 21st century, China's tourism industry has entered an era of rapid
development, with broad development prospects. As an important economy for the
development of tourism industry, tourism enterprises are also growing rapidly, but at
the same time, they are also facing new opportunities and challenges. The market
environment competition is increasingly fierce, tourism companies want to stand out,
long-term development, appropriate marketing strategy is particularly important. SZ
Tourism Co., Ltd. is a well-known tourism enterprise in Bengbu city, but in recent two
years, the company has suffered from slow development and declining sales. How to
optimize the marketing strategy of SZ Travel Co., Ltd. has become a problem that the
company must solve. Based on the reference of domestic and foreign tourism
companies marketing related literature research, the comprehensive use of interview
method and other methods for research, the marketing strategy of SZ Travel Co., Ltd.
was analyzed, through the study for the future development of SZ travel Co., Ltd. to
provide more reference.
First of all, through the analysis of SZ tourism co., LTD., the current marketing
situation, realized that the enterprise is in marketing products a single, homogeneous,
brand influence is weak, the serious problem of tourists to the company's recognition
is low, the product price inelastic, have the low price competition, give priority to
with store sales, sales channels of a single, single marketing method, Less publicity by
new media.
Secondly, through the comprehensive use of consumer characteristics analysis
and STP strategy, the paper helps SZ travel Co., Ltd. to carry out market segmentation,
determine the SZ travel Co., Ltd. target market and market positioning, for SZ travel
Co., Ltd. to develop marketing strategy optimization provides a basis.
Finally, according to the company's target group and new market positioning,
some suggestions are put forward for the optimization of marketing strategy of SZ
Tourism Co., LTD., which includes the following six aspects: First, to develop
distinctive and young tourism products, including the development and design of
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ABSTRACT
customized tourism and vigorously develop rural tourism; Second, adopt different
product differentiation pricing strategy; Thirdly, comprehensive use of a variety of
channels, expand product sales channels, make full use of network technology,
strengthen the cooperation with large-scale online tourism sales platform; Fourthly,
give full play to the advantages of new media, enhance the promotion of new media
marketing, such as strengthening new media advertising, using Weibo, Wechat, etc.,
while increasing the conference and exhibition marketing; Fifthly, in terms of
personnel and service process, appropriate personnel strategy should be selected and
service level should be improved, and service process should be emphasized. Sixth,
make full use of science and technology to enhance the tangible display of products
and enhance the attractiveness of products so as to promote consumer consumption. I
hope it can provide some reference for the optimization of the company's marketing
strategy.
Keywords: SZ company marketing strategy optimize
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