商务传媒学院知识库

旅游业经过多年的发展和壮大，市场不断的被细分，诞生了亲子旅游市场。亲子旅游可以为每一个家庭提供与孩子互动、游玩、教育的场景，不仅可以促进孩子的成长，还可以促进家庭关系更加和谐。亲子旅游一经提出，就受到众多旅行社和家庭的追捧，市场也逐渐从蓝海市场转变为红海市场，许多旅行社为了抢夺亲子旅游市场，积极的提高营销服务水平，具有重要的意义。

本文以西安国旅为研究对象，利用问卷调查方法、访谈法、文献资源法等，基于4Ps理论，分析西安国旅亲子旅游产品营销策略现状，包括产品的类型、价格、渠道和促销现状，掌握亲子旅游产品的营销概况，分析存在的问题和提出改进对策。

本文共分为六章，第一章阐述研究背景、目的和意义，分析国内外亲子游营销策略的研究现状。第二章界定亲子游概念，分析了亲子游营销理论基础，包括STP营销战略、4Ps营销策略和顾客满意度理论。第三章描述西安国旅亲子旅游产品发展概况和营销策略现状，包括产品、价格、渠道和促销四个方面。第四章采用问卷调查方法调查亲子旅游产品营销策略的客户满意度，发现西安国旅亲子旅游产品营销客户满意度整体较低，营销策略存在很多的问题，比如产品体系比较单一，价格竞争力较弱，销售渠道相对狭窄，促销活动的吸引力比较弱，产生问题的原因是亲子旅游产品设计团队能力弱，企业的宣传成本非常高，亲子旅游产品营销渠道过度依赖门店，宣传促销理念落后。第五章提出优化营销策略，丰富产品体系，满足客户的需求，灵活定价提高市场竞争力，积极拓展线上线下营销渠道，提高线上营销渠道的营收规模，转变促销活动理念，提高促销活动水平，建立一个完善的亲子旅游产品组织结构，开发设计、运营管理、售后服务和营销策划亲子旅游产品，建立完善的营销服务制度，加强旅游管理和市场营销专业人员的招聘，提高团队的执行力，建立消费者体验游的企业文化，为客户提供优质服务。第六章归纳研究结论和展望未来工作。

After years of development and expansion of tourism, the market has been continuously subdivided, giving birth to the parent-child tourism market. Parent child tourism can provide every family with a scene of interaction, play and education with children, which can not only promote the growth of children, but also promote a more harmonious family relationship. As soon as parent-child tourism is proposed, it has been sought after by many travel agencies and families. The market has gradually changed from a blue ocean market to a red ocean market. In order to seize the parent-child tourism market, a lot of travel agencies have actively improved their marketing service level, which is of great significance.

This thesis takes Xi'an CITS as the research object, uses the questionnaire survey method, interview method, literature resource method, etc., based on the 4Ps theory, to analyze the marketing strategy status of Xi'an CITS parent-child tourism products, including the product type, price, channel and promotion status, master the marketing profile of parent-child tourism products, analyze the existing problems and propose improvement countermeasures.

This thesis is divided into six parts. The first part describes the research background, purpose and significance, and analyzes the research status of parent-child travel marketing strategies at home and abroad. The second part defines the concept of parent-child travel and analyzes the theoretical basis of parent-child travel marketing, including 4Ps theory, STP theory and customer satisfaction theory. The third part describes the development of parent-child tourism products of Xi'an CITS, and analyzes the current situation of marketing strategies, including product, price, channel and promotion. The fourth part uses the questionnaire survey method to investigate the customer satisfaction of parent-child tourism product marketing strategy from four aspects. The survey results show that the overall customer satisfaction of parent-child tourism product marketing of Xi'an CITS is low, and there are many problems in the marketing strategy, such as the product system is relatively simple, the price competitiveness is weak, the sales channel is relatively narrow, the attraction of promotional activities is relatively weak, and in-depth analysis of the causes of the problems, For example, the design team of parent-child tourism products is weak, the promotion cost is very high, the marketing channel is excessively dependent on the store, and the promotion concept of parent-child tourism products is backward. The fifth part proposes optimization marketing strategies. These strategies include enriching the product system, meeting the needs of customers, flexible pricing to improve market competitiveness, actively expanding online and offline marketing channels, improving the revenue scale of online marketing channels, changing the concept of promotional activities, improving the level of promotional activities, actively carrying out online shopping, online combination and other promotional activities. In order to implement the marketing strategy of parent-child tourism products, Xi'an CITS, We should also establish a perfect organizational structure of parent-child tourism products, realize the development and design, operation management, after-sales service and marketing planning of parent-child tourism products, establish a perfect marketing service system, strengthen the recruitment of tourism management and marketing professionals, improve the execution of the team, and establish a corporate culture of consumer experience tourism, so as to provide high-quality services for parent-child tourism products customers, Further improve the market competitiveness of Xi'an CITS. The sixth part summarizes the research conclusions and prospects the future work.