招商国旅夏令营项目营销策略研究(终稿)11

招商国旅夏令营项目营销策略研究作者姓名：黄璐璐指导教师：戚桂清单位名称：工商管理专业名称：市场营销东北大学2012年6月MarketingStrategyofthesummerprogramoftheChinaMerchantsInternationalTravelbyHuangLuluSupervisor:QiGuiqingNortheasternUniversityJune2012-i-毕业设计（论文）任务书毕业设计（论文）题目：招商国旅夏令营项目营销策略研究设计(论文)的基本内容：1.招商国旅夏令营项目基本情况介绍2.招商国旅夏令营项目的内外部环境分析3.招商国旅夏令营项目的营销策略的制定4.招商国旅夏令营项目的营销策略的实施与控制毕业设计（论文）专题部分：题目：设计或论文专题的基本内容：学生接受毕业设计（论文）题目日期第4周指导教师签字：2012年3月21日东北大学毕业设计（论文）摘要-ii-招商国旅夏令营项目营销策略研究摘要随着中国经济的迅猛发展同时与国际的合作进一步增多，出国留学应经成为了一股新的热潮。正是在这样的环境影响下，中国的旅游行业又有了新的发展。局限于国内和亚洲市场显然已经不足够支撑一个旅行社进一步的发展，因此为了更好的未来，许多旅行社已经开展了国际项目，伴随着游学这一热门话题的开启，出国夏令营成为了近几年了各大旅行社竞相上马的项目。但是为了能够在激烈的竞争中生存，对营销必须给予充分的重视。可以说市场营销是夏令营项目能否顺利发展的决定性因素，而拥有一个先进的营销战略理念则是项目营销成功的先决条件。企业的机遇不仅来自于对市场的观察，更来自于对人们需求的反应和对自身的认识。本文从招商国旅的发展背景、成长经历、经营现状及存在的主要问题入手，在详细地分析了饭店内外部各种环境因素对夏令营项目战略制定的影响后，运用大量的实例，引用了大量的资料，深刻剖析了招商国旅夏令营项目的、的目标市场策略、营销组合策略、关系营销策略以及网络营销策略，并从组织结构、营销管理、资源配置等方面就营销战略的关键环节实施与控制，进行了研究探讨，明确了饭店的优势与劣势，研究了计划制订、流程控制、盈利控制的具体内容和理论依据。通过对夏令营项目的制定、销售、财务、人力资源等各环节的分析并有针对性地进行调整，追求资源与战略的相互匹配，从而使招商国旅夏令营项目的市场营销战略不断地得到优化，最终实现总体目标。关键字：夏令营，营销战略，市场营销东北大学毕业设计（论文）Abstract-iii-MarketingStrategyofthesummerprogramoftheChinaMerchantsInternationalTravelAbstractWiththerapiddevelopmentofChineseeconomyatthesametimefurtherincreaseinternationalcooperation,studyabroadhasbecomeanewwaveofboom.InthisenvironmentundertheinfluenceofChina'stourismindustry,therehasbeenanewdevelopment.ConfinedtothedomesticandAsianmarketshasapparentlynotenoughtosupportthefurtherdevelopmentofatravelagency,soinordertobetterfuture,manytravelagentshavebeencarriedoutininternationalprojects,alongwiththestudytourthehottopicofopen,abroadsummercamphasbecomeinrecentyearstouroperatorscompetinglaunchedtheproject.However,inordertobeabletosurviveinthefiercecompetition,marketingmustbegivensufficientattention.Canbesaidthatmarketingisthedecisivefactorinthesuccessfuldevelopmentofasummercampprogram,andhasanadvancedconceptofmarketingstrategyisaprerequisiteforthesuccessoftheprojectmarketing.Businessopportunitiesnotonlycomefromtheobservationofthemarketing,butalsofromtheresponsetopeople'sneedsandunderstanding.Inthispaper,thedevelopmentoftheChinaMerchantsInternationalTravelbackground,upbringing,operatingstatusandthemainproblemstostart,afteradetailedanalysisoftheimpactofvariousenvironmentalfactorsinsideandoutsidethehotelonthesummercampprojectstrategydeveloped,theuseofalargenumberofexamples,citingalargenumberofinformationonaprofoundanalysisoftheChinaMerchantsInternationalTravelsummerprogram,targetmarketstrategy,marketingmixstrategies,relationshipmarketingstrategyandonlinemarketingstrategies,andakeypartofmarketingstrategyimplementationintermsoforganizationalstructure,东北大学毕业设计（论文）Abstract-iv-marketing,management,resourceallocationandcontrolstudy,clearlythestrengthsandweaknessesofthehotelandstudyplanstodevelop,processcontrol,profitabilitycontrolthespecificcontentandtheoreticalbasis.Throughthesummercampprojectplanning,sales,finance,humanresourcesandotheraspectsoftheanalysisandtargetedtobeadjusted,thepursuitofmutualmatchingofresourcesandstrategies,marketingstrategiescontinuetobeoptimizedsothatthesummercampprojectoftheChinaMerchantsInternationalTravelultimatelytoachievetheoverallgoal.Keywords:SummerCamp，marketingstrategy，Marketing东北大学毕业设计（论文）目录-1-目录毕业设计（论文）任务书..............................................................................i摘要.............................................................................................................................iiAbstract...................................................................................................................iii第1章绪论.....................................................................................................-1-1.1课题研究背景..............................................................................................-1-1.2课题研究目的与意义................................................................................-2-1.3论文研究及法理论方内容.......................................................................-2-第2章理论综述...........................................................................................-4-2.1STP营销理论..............................................................................................-4-2.2波特五力模型..............................................................................................-4-2.3PEST分析..................................................................................................-5-2.4SWOT分析模型............................................................................................-6-2.54P理论..........................................................................................................-8-第3章招商国旅夏令营项目概述.....................................................-9-第4章招商国旅外部环境分析.........................................................-11-4.1宏观环境分析............................................................................................-11-4.1.1政治法律因素.................................................................................................-11-4.1.2经济环境.............................................