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毕业设计（论文）
题 目：
院 系： 专 业： 班 级： 姓 名： 学 号： 指导教师：
石家庄旅行社淡季生存策略研究
经济管理系 旅游管理 2008级1班 寇洪秋 20081401027 马育倩
2012 年 05 月 05 日
石家庄旅行社淡季生存策略
【摘要】旅游是现代人的一种休闲娱乐方式，它是在人们有时间、金钱的前提下才会萌生的一种休闲方式。旅游业是衣食住行等多要素的集合体，其产业链较长，但也因此受到多种因素的影响。其中X因素是指总体上决定旅游业生存的国际、国内的经济政治大环境；y因素则指旅游业在大环境不变的前提下自身存在的受季节变化、节假日、地域等因素影响而呈现出的淡旺季交替的现象。旺季门庭爆满，旅游产品供不应求；淡季门可罗雀无人问津。本文将综合分析研究淡季到来时旅行社自身、旅游客源地、旅游目标市场三个大方面的变化根源从而明确应对方向，有针对性地提出行之有效的生存策略。力求开发旅游淡季市场以增加淡季营业收入，同时适当降低旺季的游客人数压力，从而达到淡旺季的合理平衡，对各类旅行社的经营管理提供指导或借鉴意义。 【关键词】旅行社 淡季 生存策略
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The survival strategies of travel agency in off-season
【Abstract】 Tourism is a leisure or entertainment of modern people, it is a form of relaxation which will not happen until people have enough free time and money. Tourism is a collection of many elements of the basic necessities of its long industrial chain, and therefore subject to many factors. X factor is an vital factor to determine the survival of the tourism industry in general international and domestic economic and political environment; Y factor refers to the phenomenon by seasonal variation, holidays, geography, and other factors affect tourism in the environment of the same under the premise of its existence, showing the peak seasons alternating .Doors to full season tourism products in short supply; but off-season wants to come no one cares. This article describes a comprehensive analysis to study the off-season comes the travel agency itself, tourist places, change the root causes of the three major aspects of the tourism target market in order to explicitly address the direction of putting forward an effective strategy for survival. Strive to develop the low season for tourism market in order to increase the off-season operating income at the same time appropriate to reduce the pressure of the season the number of visitors, so as to achieve a reasonable balance of the short season, the management of all types of travel agencies to provide guidance or reference.
【Key Words】Travel agency Off-season Survival skills
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目 录
引言 ............................................................. 1 一、石家庄旅行社淡季经营现状 ..................................... 1 （一）中小规模旅行社“冬眠” ..................................... 1 （二）市场营销中盲目销价竞争 ..................................... 1 （三）转让客户以赚取佣金 ......................................... 1 二、石家庄旅游淡季形成的主要原因分析 ............................. 1 （一）受季节气候影响，客源市场急剧萎缩 ........................... 2 （二）随着秋冬季的到来部分景区对旅游者失去吸引力 ................. 2 （三）旅行社业务缺乏特色，品牌意识差 ............................. 2 三、石家庄旅行社淡季经营策略 ..................................... 2 （一）旅行社采取措施时应针对的目标市场 ........................... 2 1. 逐渐活跃的淡季市场项目——候鸟式旅游 .......................... 3 2. 旅行社淡季生存的未来——公司事务型市场 ........................ 3 3. 旅行社淡季不可忽略的市场——青年 .............................. 6 （二）旅行社制定线路时应考虑的旅游资源类型 ....................... 8 1. 目标旅游资源应具有的共同特性 .................................. 8 2. 旅行社淡季考虑的旅游资源 ...................................... 9 （三）旅行社产品创新与品牌塑造 ................................... 11 1. 旅行社淡季产品创新 ............................................ 11 2. 旅行社品牌塑造 ................................................ 12 结论 .......................................................13 参考文献....................................................14 致谢 .......................................................15
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