摘要
摘要
作为一种良好的休闲方式，旅游在很大程度上满足了人们在业余时间里的
消遣需求。需求的出现带动市场的发展，旅行社也应运而生。但随着行业的迅
猛发展，旅行社在经营上却日愈艰难。一方面，作为一个在未来颇具发展潜力
的市场，旅行社的同行竞争者日益增多，产品同质化严重，价格战给企业的生
存增加了困难；与此同时，人们收入不断提高、休闲认识不断加深，对旅游的
需求也日趋多元化；另一方面，互联网的快速发展给旅游业的发展带来更多可
能性的同时也产生新的威胁。在这样的形势下，旅行社从业者亟需审视企业自
身的经营状况，直面挑战并把握机遇，立足企业现状，制定出合适的营销策略，
努力为企业寻求发展生机。
泉州 KH国际旅行社深耕旅游市场多年，在业内小有名气，面对日益加剧的
竞争趋势，需要及时调整营销策略。本文以泉州 KH国际旅行社为研究对象，首
先界定相关概念，阐释相关理论，并整理国内外相关研究，以了解国内外研究
者们对旅游业和旅行社当前所采用的营销策略的看法如何。其次，再借用 PEST
工具，分别从四个方面逐一分析企业目前所处的宏观环境，通过国家和地方政
策文件，旅游收入和旅游人数的走势，社会文化和科学技术等情况来判断未来
旅游业的发展前景，并根据波特五力模型来分析企业正面临的竞争环境，找出
不利于企业发展的因素。再次，在分析企业营销策略问题及成因的基础上，结
合本企业消费者问卷调查分析的结果，从企业实际情况出发，剖析企业在产品、
价格、渠道、促销、人员、有形展示、服务过程管理等 7Ps组合的七个方面的营
销策略，基于此，再有针对性地提出切实、可行的优化方案，并据此制定保障
措施，以确保方案的顺利实施。
希望通过本文的研究，能帮助泉州 KH国际旅行社找出自身的优劣势，并提
供可操作性的营销策略，让企业在未来获得更好的发展，同时也希望为同类从
业者提供营销策略参考。
关键词：旅游；旅行社；营销策略
I
华侨大学硕士学位论文
Abstract
As a good choice for people to relax,tourism perfectly meets the demand
forrecreationinthe sparetime.Theemergenceof demanddrivesthe
developmentof the market, hence, travel agenciescame into being. However,
whilethe tourismindustryis developingfastly,theoperationoftravel
agencies has become increasinglydifficult day by day. On the one hand, as a
marketwithgreatdevelopmentpotentialinthefuture,thenumberof
competitorsin thisfield isincreasing,meanwhile,thehomogenizationof
productsis becomingmore serious.What’s worse, the price war has added
difficultiesto the survival of enterprises.At the same time, the demand on
tourism is getting to be diversified as people’s income increasessteadily and
their understandingof leisurehas deepened.On the other hand,the rapid
expansionoftheInternetnotonlybringsmorepossibilitiestothe
development oftourism, butalsoposesnewthreats. Underthese
circumstances,practitionersof travel agencies have an urgent need to examine
the conditionof theirown business,toface upto challengesandseize
opportunities,and then formulateappropriatemarketingstrategiesbased on
the current situation of the enterprise in the purposeof seeking development
vitality.
Quanzhou KH internationaltravel agency has been doing businessin the
tourism market for many years and is well-known in this industry. Facing the
challenge of increasingcompetition,it needs to adjust its marketingstrategy
accordingly.ChoosingQuanzhouKH international travelagencyas the
research object,first of all, the paper explainsthe definition of the relevant
concepts,also probe intothe theories in this field,and studiesthe related
researchat home and abroad,in order to be awareof the views ofthose
domesticand foreignresearcherswhohave doneresearchbeforeon the
tourism industry and the marketing strategy of travel agencies. Secondly,the
analyzing instrument,which is given the name PEST, is used to analyze the
II