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改革开放至今,我国经济发展迅猛,国民进入旅游休闲时代。与此同时,我国旅行社已经进入了群雄并起的战国时代。淮安市目前工商部门注册旅行社达95家,以中小旅行社占据主导,呈现“散、小、弱、差”的特征。本文以淮安光大旅行社为个案,探索如何利用自身营销资源优势,运用旅游市场中的中介组织力量,在激烈的旅游市场迅速崛起,从而赢得后发竞争优势。指出经营中存在的缺陷和不足,提出较为适合的发展策略,期望为这类旅行社发展提供启示。
Since the reform and opening up, China’s economy has developed rapidly, and the people have entered the era of tourism and leisure. At the same time, China’s travel agencies have entered the Warring States Period. Huai’an City, the current business registration of travel agencies up to 95, to small and medium-sized travel agents dominated, showing “scattered, small, weak, poor ” characteristics. This article takes Huai’an Everbright Travel Agency as an example to explore how to use its own marketing resources, the use of tourism market intermediary forces in the rapid rise of the fierce tourism market, which won the late competition advantage. Pointing out the defects and shortcomings existing in the operation, putting forward the more suitable development strategies and expecting to provide enlightenment for the development of such travel agencies.