海航旅業(yè)市場營銷戰(zhàn)略研究.pdf

1、The tourism industry, as a sunrise industry, has been maintaining strong growth momentumboth at home and overseas in the 21st century.As the world's most populous and one of the fastesteconomic developing country, China

2、still lag behind in terms of economic developmentcomparing with developed countries, but its tourism resources are very rich with great potentialfor development, which is gradually clear to be the backbone of our nationa

3、l economy.However,the current development of China's tourism industry is not mature.Most of tourism enterpriseslack the high operation level and effective marketing strategies, which has posed a challenge forthe sound de

4、velopment of tourism industry.
　　Based on the basic theory of marketing management, the methods of documentary researchand market research are used in the beginning of preparing for the paper.To start with, PEST Model

5、,SWOT Method, Five Forces Model and other tools are employed to analyze thoroughlythe macro & micro environment of HNA Tourism to find out the weakness, strength, opportunityor threat the company is facing.Then profound

6、discussion is carried out on the current products,marketing-competing tactics and strategies of the company.Especially, based on marketingtheories and the reality, the new marketing strategies are put forward and created

7、 aimed at theproblem of the company in the process of expansion and.At last, I come up with the blueprint forimplementing and guaranteeing the new marketing strategies of HNA Tourism.
　　The purpose of this paper is th

8、at its conclusion and suggestions could give insight into theadjustment of strategy and the selection of opportunities for the company.Meanwhile, the contentsof this paper are still expected to serve as a reference mater