I摘要随着我国社会经济水平的不断发展和生活质量的不断提高，我国的旅游业从一开始的没有到后来旅游业的出现，从之前的小行业到现在的大行业，现如今已经取得了长久的发展。论文采取东营江川国际旅行社作为研究的对象，采用了文献查阅法、实地调查法、总结归纳法和案例分析法，针对服务营销的策略进行调查与研究。本文大部分是以服务营销理论作为基础，经过分析江川国际旅行社服务营销现在的状况以及存在的问题，并针对存在的问题对江川国际旅行社的服务营销列出合理的意见方法。其中，简单介绍了旅行社的情况以及旅行社服务营销策略的现状分析；然后，分析了江川国际旅行社服务营销策略方面存在的几点问题，包括企业人员能力不足，缺乏服务营销理念、企业服务过程无法满足顾客需求、服务产品同质化现象严重，缺乏创新意识、展示产品形式单一，内容混乱。最后针对文中存在的问题，列出了关于提高江川国际旅行社服务营销能力的几点改进意见，希望经过对旅行社服务营销能力的完善，能改善旅行社的整体形象，起到提高旅行社竞争力的作用。关键词：服务营销；旅行社；旅游业IAbstractWiththecontinuousdevelopmentofourcountry'ssocialandeconomiclevelandthecontinuousimprovementofthequalityoflife,ourcountry'stourismindustryfromthebeginningdidnotcometothelaterappearanceoftourism,fromtheprevioussmallindustrytothepresentlargeindustry,nowhasachievedlong-termdevelopment.ThepaperadoptsDongyingJiangchuanInternationalTravelServiceastheobjectofresearch,andadoptsliteraturereviewmethod,fieldinvestigationmethod,summaryinductionmethodandcaseanalysismethodtoinvestigateandstudythestrategyofservicemarketing.Basedonthetheoryofservicemarketing,thispaperanalyzesthecurrentsituationandexistingproblemsofservicemarketingofJiangchuanInternationalTravelService,andanalyzestheexistingproblemstoJiangSichuanInternationalTravelService'sservicemarketinglistsreasonableopinionmethods.Amongthem,thispaperbrieflyintroducesthesituationoftravelagencyandthecurrentsituationanalysisoftravelagencyservicemarketingstrategy,andthenanalyzesseveralproblemsexistinginJiangchuaninternationaltravelagencyservicemarketingstrategy,includingthelackofenterprisepersonnelability,lackofservicemarketingconcept,enterpriseserviceprocesscannotmeetcustomerneeds,serviceproducthomogenizationphenomenon,lackofinnovationconsciousness,singledisplayproductform,confusionofcontent.Finally,inviewoftheproblemsexistinginthispaper,somesuggestionsonimprovingtheservicemarketingabilityofJiangchuanInternationalTravelServicearelisted.Theperfectionofmarketingabilitycanimprovetheoverallimageoftravelagenciesandplayaroleinimprovingthecompetitivenessoftravelagencies.Keywords:Servicemarketing;Travelagents;Tourism目录摘要...............................................................................................................................IAbstract..........................................................................................................................II1绪论...........................................................................................................................11.1研究背景..........................................................................................................11.2研究意义..........................................................................................................11.3研究方法..........................................................................................................22相关基础理论综述.......................................................................................
