泰國游在中國的營銷策略研究.pdf

1、對外經(jīng)濟貿(mào)易大學(xué)碩士學(xué)位論文泰國游在中國的營銷策略研究姓名：王美華申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：劉寶成20090425AbstractThailandisoneofthemostfascinatingcountriesintheworldOvertheyears，Thailandhasbeenrankedinthetopl0countrywhichtouristsarepreferredtovisitThecharacter

2、isticofthesun，beach，foodandcultureattractedvisitorsfromallOVertheWO訂dThailandisoneofthepriorcountrieswhichwasannouncedastheADScountry(ApprovedDestinationStatus)andopenedasthetouristdestinationOverthepast，Thailandhasbeenw

3、elcomedbyChinesetouristssince2006MorethanamillionChinesetouriststraveledtoThailandeachyearContinuouslythetourismindustrybetweenChinaandThailandhasbeenflourishingAlthoughChinaisgrowingstrongerbythelevelofthenationaleconom

4、y，tirelessmarketingeffortsofthesetwotourismpractitionersareinseparableButbeneaththesurfacethere’Sahiddenenormousproblemwhichrevealedafter1995Thaitourshaveundergonetremendouschangesinthetouroperation—systemTourfaresdeclin

5、edconsecutivelyfromverylowratestononeUltimatelytheproblemhasbecomemoresevereChinesetouriststraveledtoThailandbybookingtoursfromagenciesinChinawhichchargedthemverylOWtourfaresThentheseChineseagenciestransferredthewholegro

6、upoftouriststoThaiagencieswithoutpayingthetourfaresforwardtoagenciesinThailandThissystemresultedfrom2reasonsFirstfinancialmagnatesinThailandhadtheundueinfluenceandcontrolonThaitravelagenciesTheseplutocratsmadeupthesystem

7、tobreakthemarketequilibrium，resultedindecliningpricesAnotherreasonwastheemergenceofselfexpensesoftouristsToBrassistantschangedtheirrolefrom‘‘guide’’into‘‘salesman’’In1997“ZerOfaretours”hadfranticdevelopmentAccommodations

8、andmealscostdowntoonly10YuanThiscouldbecalled“Nakedtrips”Touristownexpensesincreasedbutcomplaintfromtouristsdidn’topenupNoonedaredtotalkaboutthetruthinthetoursystemThesearefactorswhichledtoaviciouscompetitionintensifiedL

9、aterontheKBtours(KickBackTours)derivativesmarketinChinastartedadominoeffectonThaitoursTakingpartinthisKBwasboundtohavearegimentofconsumersdissatisfiedwiththetravelagenciesanddestinationsHowCanweexertThailandNationalTouri

10、smmarketingpower80thatthis”smokelessindustry’’tourismgivefullplaytothenationalvalue—addedpotentialThailand’stourismhasbeencaughtinthetroughHOWCanweexertThailandNationalTourismmarketingpowerSOthattourismthis”smokelessindu

11、stry“givesfunplaytothenationalValueaddedpotentialWeallknowthattourismCanbesustaineddependsoninaveryhighsensitivityofWOrdOfmouthbusinesspoliticalandeconomicalsituationThereforetourismiSaveryfragileindustryTofacethisproble