【作者】 唐蓉；

【导师】 李开；

【作者基本信息】 安徽大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 随着互联网技术的发展,人们的生活方式得到了很大的改变,人们不但能通过互联网查询资料、搜索资讯,更多的人也开始通过互联网进行社交、购物等活动。互联网的发展不但影响着人们的生活方式,也影响着商业的发展,行业之间的界限逐渐被打破,互联网就是一个平台,将不同的行业进行嫁接整合,旅游业与互联网的整合就发展得非常迅速。近年来国家也陆续出台了各项政策支持智慧旅游的发展,互联网技术在旅游业的运用范围也是越来越广泛。随着2015年国家全面二胎政策开放,预计每年新生儿的增长过百万,加上80、90后家长的教育观念的转变,作为旅游行业中的细分市场之一的少儿旅游,其未来发展的市场潜力巨大,加之政府高度重视亲子游、研学游等旅游板块的发展并出台各种政策加以推动,未来少儿旅游将会成为旅游市场的热门主题,呈现爆发性增长趋势。为了分析少儿旅游市场的现状以及找出目前少儿旅游市场中存在的问题,本文运用定性与定量分析相结合,查阅大量文献资料,并深入相关企业进行调研。文章以CZ公司为案例,结合互联网经济时代的特点、技术和思维方式,通过对企业在服务营销组合的七大方面进行分析,发现CZ公司在服务营销中存在的产品结构单一、定价混乱、销售渠道脆弱、促销方式陈旧、人员配置欠妥、服务流程阻塞以及有形展示不全面等问题,并对其成因进行分析,找出潜在市场需求并提出改善建议。完善少儿旅游服务标准、充实产品体系、优化课程内容、更好的使用先进技术推动少儿旅游发展。同时,通过CZ公司的案例也能为同类企业提供参考意见。少儿旅游的发展还处于初步阶段,但未来市场不可限量,只有在初期能够打好基础,企业才能够在市场爆发来临的时候得到迅速发展。本文主要由七个部分组成,前两章主要是绪论以及本文中需要运用到的相关理论的简单概述,文章的三、四、五、六章为主体部分,第三章和第四章主要分析CZ公司服务营销中存在的问题以及原因所在,第五、六章主要是提出改善建议以及实施的保障措施,第七章为全文的总结,简要叙述文章结论以及对少儿旅游市场的未来展望。更多还原

【Abstract】 With the development of Internet technology,peopled lifestyles have been greatly changed.People can not only search for information through the Internet,but also more people have begun to socialize and shop through the Internet.The development of the Internet not only affects people’s way of life,but also affects the development of business.The boundaries between industries have gradually been broken.The Internet is a platform for grafting and integrating different industries.The integration of tourism and the Internet has developed very quickly.In recent years,the country has also issued various policies to support the development of smart tourism,and the use of Internet technology in tourism has become more and more extensive.With the opening up of the State’s comprehensive two-child policy in 2015,it is expected that the number of newborns will increase by over one million each year.With the change in parents Educational attitudes after the 1980s and 1990s,children’s tourism,which is one of the sub-markets in the tourism industry,will have great market potential for future development.In addition,the government attaches great importance to the development of the tourism sectors such as parental travel and research tours,and has issued various policies to promote them.In the future,children’s tourism will become a hot topic in the tourism market,showing an explosive growth trend.In order to analyze the present situation of the children’s tourism market and find out the problems existing in the children’s tourism market,this paper uses the combination of empirical analysis and normative analysis,qualitative analysis and quantitative analysis to consult a large number of documents and research related enterprises.Taking CZ as a case study,the article analyzes seven aspects of the service marketing mix of enterprises in the light of the characteristics,technology and thinking style of the Internet economy era.To identify and analyse the causes of CZ companies ’problems with single product structure,mispricing,weak distribution channels,outdated marketing methods,inadequate staffing,blocked service processes and incomplete physical presentation in service marketing,Identify potential market needs and suggest improvements.We will improve the standards for children’s tourism services,enrich the product system,optinize curriculum content,and promote the development of children’s tourism using advanced technologies.At the same time,the CZ company’s case can also provide reference advice for similar companies.The development of children’s tourism is still in the initial stage,but the market is unlimited in the future.Only when the foundation can be laid in the early stages can enterprises be rapidly developed when the market burst.This article consists of seven parts.The first two chapters are mainly a brief summary of the introduction and the related theories that need to be used in this article.The three,four,five and six chapters of the article are the main parts.The third and fourth chapters mainly analyze the problems and reasons in the service marketing of CZ company.The fifth and sixth chapters mainly put forward the suggestions for improvement and the safeguards for implementation.The seventh chapter is the summary of the full text,and briefly describes the conclusions of the article and the future prospects for the children’s tourism market.更多还原