消费升级背景下旅行社营销策略的优化  

Optimization and Design of Marketing Strategy of Travel Agency under the Background of Consumption Upgrading

作　　者：刘晨 吕晋[1] LIU Chen;LV Jin(Nanjing Institute of Tourism and Hospitality,Nanjing Jiangsu,211100,China)

机构地区：[1]南京旅游职业学院

出　　处：《创新创业理论研究与实践》2019年第18期5-6,9,共3页The Theory and Practice of Innovation and Enterpreneurship

基　　金：2017年江苏省高校哲学社会科学研究项目:“互联网+”时代江苏省民宿营销渠道构建策略研究——以南京市为例(项目编号:2017SJB0782)

摘　　要：消费升级时代的到来,旅游者的消费心理与消费行为发生改变,对于旅行社的旅游产品质量与类型提出了更为苛刻的要求,目前市场上旅行社的市场定位泛化、旅游产品特色不足、营销手段亟须升级。该文探讨基于消费升级背景下旅行社的营销策略,引导其转变陈旧的营销思路,以提高旅行社的品牌意识和市场占有率,增强旅行社的竞争力。With the arrival of the era of consumption upgrading,the consumer psychology and behavior of tourists have changed,which puts forward more stringent requirements for the quality and type of tourism products of travel agencies.At present,the market positioning of travel agencies is extensive,the characteristics of tourism products are insufficient,and the marketing means need to be upgraded.This paper discusses the marketing strategy of travel agencies under the background of consumption upgrading,and guides them to change the outdated marketing ideas,in order to improve the brand awareness and market share of travel agencies,and enhance the competitiveness of travel agencies.

关 键 词：消费升级 旅行社 营销策略 

分 类 号：F592.6[经济管理—旅游管理] F274[经济管理—产业经济]