Разработка маркетинговой стратегии туристического агентства
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Data
2021-09-24
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Tytuł czasopisma
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Abstrakt
В работе рассмотрены теоретические и практические аспекты построения маркетинговой стратегии туристической агентства, исследовано состояние и перспективы развития туристической отрасли Украины, состояние конкурентной среды, а также рассмотрены современные тенденции в международном туризме. При написании работы было проведено несколько стратегических сессий с сотрудниками агентства и определены миссия, принципы деятельности компании, исследования психологических аспектов такого явления, как "туризм", что стало фундаментом для построения маркетинговой стратегии предприятия. Проведено исследование клиентской базы агентства и определено несколько приоритетных сегментов. На основе этой сегментации было разработанно позиционирование бренда "Поехали с нами" и выделены ключевые точки дифференциации. Результаты этой работы уже частично воплощены на практике и планируется их полная реализация на предприятии.
The paper considers theoretical and practical aspects of building a marketing strategy of a travel agency, examines the state and prospects of development of the tourism industry of Ukraine, the state of the competitive environment, as well as current trends in international tourism. During the writing of the work, several strategic sessions were held with the agency's staff and the mission, principles of the company were defined, made a research of psychological aspects of such a phenomenon as "tourism", which became the foundation for building a marketing strategy. A study of the agency's client base was conducted and several priority segments were identified. Based on this segmentation, the positioning of the brand "Poyikhaly z namy" was developed and key points of differentiation were identified. The results of this work have already been partially implemented in practice and their full implementation at the enterprise is planned.
The paper considers theoretical and practical aspects of building a marketing strategy of a travel agency, examines the state and prospects of development of the tourism industry of Ukraine, the state of the competitive environment, as well as current trends in international tourism. During the writing of the work, several strategic sessions were held with the agency's staff and the mission, principles of the company were defined, made a research of psychological aspects of such a phenomenon as "tourism", which became the foundation for building a marketing strategy. A study of the agency's client base was conducted and several priority segments were identified. Based on this segmentation, the positioning of the brand "Poyikhaly z namy" was developed and key points of differentiation were identified. The results of this work have already been partially implemented in practice and their full implementation at the enterprise is planned.
Opis
Słowa kluczowe
маркетинг, стратегия, туристические услуги, турпродукт, сегментация, позиционирование, целевой клиент, клиентская политика, marketing, strategy, tourist services, tourist product, segmentation, positioning, target client, client policy