全包旅游服务研究

华中科技大学硕士学位论文全包旅游服务研究姓名：韩鹏申请学位级别：硕士专业：工商管理指导教师：刘志学20050427IIIAbstractTourismindustryisregardedasoneofthegrowingindustryallovertheworld;therefore,itspositionhasbeengreatlypromotedinrecentyears.Withmoreandmorecompetitorsjoiningtheinclusivetouroperation,thecompetitionsituationisbecomingincreasinglysevere.Thoughthenumberofthetouristswhotakepartintheinclusivetouraregettinglargerthanitusedtobe,theprofitoftravelservicerunningbusinessisgettingless,themainreasonofwhichisthesameserviceprovidedbyvarioustravelagencies.Accordingly,thepriceofinclusivetourisgettinglowerandlower,whichmakestheperformanceoftravelagenciesweakerandweaker.Thethesisisdevotedtothefurtherdiscussionofthepricecompetitionphenomena,tryingtomakethetravelserviceadjustitsprice-orientedcompetitionandconcentrateonthestrategiesofotheraspectsofinclusivetour,whichwilltotallychangethepresentsituationandelevatethecompetitiveadvantageoftravelservice.Firstly,thethesisfocusesonthepresentoccasionofinclusivetourinChina,findingouttheproblemsconcernedwiththecontents,price,promotionandserviceaftersaleofinclusivetour,whichareafterwardsanalyzed.Secondly,astothesimilarityoftheinclusivetourprovidedbyvarioustravelagencies,broadeninganddeepeningtheinclusivetourserviceareputforward,whichisbasedonthedifferentiationstrategictheory.Thetransferringpricingstrategy,distinguishingpricingstrategyandcooperatingpricingstrategyarepresentedallowingforthedemandincustomersandthebenefitofthetravelservice.Consideringwhatthetouristsenjoyfromtheinclusivetouristheexperiencewhichisquietdifferentfromtheirownresidentialexperience,psychologicalpromotionisusedtoelevatethetourists’satisfactionandreducethemarketingexpenseforhuntinganewcustomer.Lastly,thethesisisdevotedtoChangdaTravelService.Basedonitsownbusinessandthesituationfromtheitssurroundingtravelagencies,itisrepositionedontheadolescenttravel,whichitsownmarketingadvantageandproblemsarealsoconsidered.Referringtotheadvancedmarketingstrategyforinclusivetourmentionedbeforeandadolescent’stravelmotivationandbehavioralcharacteristicduringtheholiday,themarketingstrategiesforadolescentinclusivetourareobtainedintheend.KeywordsInclusivetourTravelagencyMarketingstrategy_____111.14ps()21.2.188536.19225All-in-holidayHorizonHoliday1950PackagetourInclusivetour[1]3[2]2060Groupinclusivetour91020ForeignindependenttourFullpackagerateSmallpackagerate[3]1.3[4]4522.11262.21275%833.113-13-192[5]103.212[6]113-23-2818100806010060201082081060/1450[5]36050012-3[7]ABABBABABABAB11333-33-3ABB114-1A-1433133.3[8]1AIDAAttentionInterestDesireAction[9]2[10][11]14[12]3[13]4153-13-153.416Totalproductconcept[14]NormalproductExpectedproductAugmentedproductPotentialproduct=[15]12173181944.1--19962000200220012002200160[16]4.2201996[17]4-14-1228/2-5/1000/15-40/8/812/5-10/5/800-1000/5-10/2119964.311999199622280%2340604244.44.4.114-2[18]4-236-5052.08%21.81%16-2646.29%35.16%51-6038.18%37.60%65%25789.3%6.8[19]27~1213~1516~182619~244-34-37-12/13-15/16-18//19-24/4-4274-47-12713-157—816-187—819-242---534-54-5284.4.219~24()158158205820829()4.4.330[20]INTERNET7~12313~15161819~244-64-67-12313-1516-1819-24314.4.432BBS337ps3435[1]..1995123-124[2],..1995114-116[3]..200335-36[4]....1997[5]....200139316[6]..1995(7)39[7]S.CharlesMauriceandChristopherR.Thomas.ManagerialEconomics.BeijingChinaMachinePress2000557-559[8].10.19945[9]..2003205285-286[10]...1997214[11]..20016[12]..,2000-09-18[13]..1990189[14]..2000190[15]..200272[16]..2004-10-16[17]Teece.D.G.PisanoandA.Shuen.Dynamic.CapabilitiesandStrategicManagement.StrategicManagementJournal,1997(18)509-533[18]...1996(4)33-35[19].2003().2003[20]..,2004-9-14[21]..200229-38[22]..1999(1)36[23]...2001107[24]..2001132[25]..1997(2)[26]..,2003,196422-424[27]JS.TheNewPosition.-.2001130[28]..2001(3)[29]..,1995190-195[30]..2002217[31]AlastairMorrison.HospitalityandTravelMarketing.BeijingPublishingHouseofElectronicsIndustry2004293-297[32]ChuckY.GeeKevinB.Boberg.ProfessionalTravelAgencyManagement.St.Martin'sTourismPress199056[33]B·JosephPineIIandJamesH·Gilmore.TheExperienceEconomy.BeijingChinaMachinePress200238[34]SeyhmusBaloglusandKenW.McCleary.AModelofDestinationImageFormation.AnnalsofTourismResearchVol.26(4)1999868-897[35]StephenHaagandMaeveCummings.amesDawkins.ManagementInformationSystemsfortheInformationAge.TheMcGrawHillCompaniesInc,20004-5[36]Romend.P.FiskandStephen.J.Rogerf.InteractiveMarketing.BeijingChinaMachinePress200238[37]JamsAFitzsimmonsandMONAJFitzsimmons.ServiceManagement.TheMcGrawHillCompaniesInc,199877[38]LEONGSchiffman,LESLIELazarKanak.ConsumerBehavior.PrenticeHallInc,1995:105[39]McintoshRW.TourismPrinciplesPracticePhilosophies.NewYorkJohnWileyandSons,199018537[40]MclntoshRW.TourismPrinciplespracticesphilosophies.NewYorkJohnWileyandsons,1990185[41]Gilbert,Dc.RelationshipMarketingandAirlineloyaltyschemes.TourismManagement,1996575-582.[42]PalmerAdrian.EvaluatingtheGovernanceStyleofMarketingGroups.AnnalsofTourismResearch,1998(1)185-201.[43]Walter.A.Ritter.TandGemunder.H.G.ValueCreationinBuyersellerRelationshipsTheoreticalConsiderationsandEmpiricalResulte,a