摘要
摘要
随着新冠肺炎疫情得到有效控制，2021年、2022年国内旅游市场逐渐复苏，
定制旅游因其私密性好、安全度高、品质优良广受旅游消费者的追捧，成为旅游
市场恢复进程中的黑马，在此背景下，迎合旅游市场需求变化，研究定制旅游，
重塑产品营销策略，是旅游企业在疫情防控常态化形势下，高质量发展的必由之
路。
本研究通过文献梳理法，描述定制旅游相关理论，以 JT旅行社作为调查对
象，运用7P营销理论，结合对 JT旅行社内部员工访谈，设计发放定制旅游关注
度调查问卷，使用 SPSS23.0进行数据统计分析和可视化分析。经过对定制旅游
产品调查问卷数据分析得到以下结论：旅游者对定制旅游产品关注度较高。定制
旅游产品的消费群体女性略多于男性，且以中高收入的中年人为主，他们大多数
选择在法定节假日、寒暑假与朋友结伴出行，或者家庭出游。调查问卷样本游客
对定制旅游产品关注度从高至低的顺序为:定制旅游产品要素、定制旅游产品服
务、定制旅游产品有形展示、定制旅游产品价格、定制旅游产品了解购买方式渠
道。
通过调查研究综合分析发现JT旅行社定制旅游产品存在以下问题：一是产
品类型发展不均衡且创新能力不足；二是定价不科学难以获取最大利润；三是线
上营销渠道不够畅通，线下营销渠道拘泥于传统模式；四是产品促销方式单一，
针对性不强；五是人员管理机制不完善，职能分工不明，有业务断层现象；六是
缺乏专门售后服务岗位，对精细化服务、差异性服务把控不够；七是有形展示途
径较为保守，产品安全性能展示能力较弱，没有形成较强的品牌效应。
针对性JT旅行社定制旅游产品存在的问题提出优化策略：在产品方面：一
是要丰富产品类型，二是要强化合作交流；在价格方面：一是要压降产品价格成
本，二是根据定制旅游产品市场弹性需求，采取差别定价策略；在渠道方面：一
是要构建多元化传统营销渠道，二是要打开线上营销“流量密码”；在促销方面：
一是要针对性进行广告宣传，二是要增加产品体验附加值；在人员管理方面：一
是要组建定制业务部，二是要做好人才配备；在服务方面：一是要提升服务质量，
提供高标服务，二是要提高服务价值，提供超值服务；在有形展示方面，一是要
增加产品安全性能，二是有形化展现无形产品价值，三是要塑造定制旅游特色品
牌。
关键词：定制旅游；市场营销；产品关注度；优化策略
I
Abstract
Abstract
As new crown to effectively control pneumonia outbreak, in 2021, 2022, the
domestic tourism market recovery, custom tourism because of its good privacy, high
degree of safety, quality of popular tourism consumers, become a dark horse in the
tourism market recovery process, in this context, to cater to the tourism market
demand change, the study custom tourism, reshape the product marketing strategy, It
is the imperative way for tourism enterprises to develop with high quality under the
situation of epidemic prevention and control.
This study describes the theories related to customized tourism through literature
review, takes JT travel agency as the survey object, applies the 7P marketing theory
and interviews with internal employees of JT travel agency, designs and issues a
customized tourism attention questionnaire, and uses SPSS23.0 for data statistical
analysis and visual analysis. After analyzing the questionnaire data of customized
tourism products, the following conclusions are drawn: tourists pay more attention to
customized tourism products. The consumer groups of customized travel products are
slightly more female than male, and are mainly middle-aged people with middle and
high income. Most of them choose to go out with friends or family on official
holidays, winter and summer vacations. The order of tourists' attention to customized
tourism products from high to low is as follows: elements of customized tourism
products, services of customized tourism products, tangible display of customized
tourism products, prices of customized tourism products, and purchase methods and
channels of customized tourism products.
Through investigation and comprehensive analysis, it is found that JT Travel
agency has the following problems in customized tourism products: first, unbalanced
development of product types and insufficient innovation ability; Second, unscientific
pricing is difficult to obtain the maximum profit; Third, the online marketing channel
is not smooth, the offline marketing channel is stuck to the traditional model; Fourth,
the product promotion method is single, targeted is not strong; Fifth, the personnel
management mechanism is not perfect, the division of functions is unclear, there are
business fault phenomenon; Sixth, the lack of specialized after-sales service positions,
fine service, difference service control is not enough; Seventh, the tangible display
way is more conservative, product safety performance display ability is weak, no
II
Abstract
strong brand effect.
This paper proposes optimization strategies for the problems existing in JT travel
agency's customized tourism products. In terms of products, firstly, we should enrich
product types, secondly, we should strengthen cooperation and exchange. In terms of
price, firstly, the price and cost of products should be reduced. Secondly, differential
pricing strategy should be adopted according to the elastic market demand of
customized tourism products. In terms of channels: first, we should build diversified
traditional marketing channels; second, we should open the "traffic password" of
online marketing; In the aspect of promotion: one is to carry out targeted advertising,
the other is to increase the added value of product experience; In the aspect of
personnel management: first, we should set up customized business department,
second, we should do a good job in personnel allocation; In terms of service: first, we
should improve the quality of service and provide high-standard services; second, we
should improve the service value and provide over-value services; In terms of tangible
display, the first is to increase product safety performance, the second is to show
intangible product value, and the third is to build customized tourism brand.This
paper proposes optimization strategies for the problems existing in JT travel agency's
customized tourism products. In terms of products, firstly, we should enrich product
types, secondly, we should strengthen cooperation and exchange. In terms of price,
firstly, the price and cost of products should be reduced. Secondly, differential pricing
strategy should be adopted according to the elastic market demand of customized
tourism products. In terms of channels: first, we should build diversified traditional
marketing channels; second, weshould open the "traffic password"of online
marketing; In the aspect of promotion: one is to carry out targeted advertising, the
other is to increase the added value of product experience; In the aspect of personnel
management: first, we should set up customized business department, second, we
should do a good job in personnel allocation; In terms of service: first, we should
improve the quality of service and provide high-standard services; second, we should
improve the service value and provide over-value services; In terms of tangible
display, the first is to increase product safety performance, the second is to show
intangible product value, and the third is to build customized tourism brand.
Key words: customized tourism; Marketing; Product attention; Optimization
strate
III