大学生旅游市场现状与营销策略.doc

摘要:青年旅游市场的主体就是大学生群体，大学生旅游活动的发展对旅游业的发展具有积极的意义和作用。本文首先从大学生旅游的发展背景着手，查阅大量资料了解大学生旅游市场的发展历程，并且分析发展大学生旅游市场具有哪些现实意义。从对大学生综合素质的教育来说，大学生旅游活动的发展能够促进大学生的综合素质，增强未来人才的竞争力。大学生做为一个人数众多的旅游消费群体，从旅游经济发展的角度来看，其旅游活动的广泛开展有助于推动旅游旅游经济收入，同时有助于促进旅游市场的发展。

　　　接着从市场现状、行为动机、制约因素等方面对当前大学生旅游市场进行深入分析，并且用不同细分方式对大学生旅游市场进行细分，指出不同细分市场的特点以及适合该市场的旅游产品。大学生个性极强，所以我们对大学生市场进行不同角度的细分，有助于旅行企业更加了解大学生市场的需求情况，从而做出更适合大学生的具有针对性的旅游产品。

　　　最后运用4P营销策略对大学生旅游市场从价格、产品、促销、渠道四个方面提出了相应的建议和措施。大学生现在对旅行社认识程度相对较低，并有很大的不信任感，所以从不同角度对大学生旅游市场提出实际有效的措施是必要的。

关键词：旅游市场；大学生旅游；市场现状；旅游动机；市场细分

ABSTRACT:University students' tourist is the main part of the youth travel market, the development of university students' tourist activities have a positive effect on the development of society and the significance. This article first start from the development background of youth tourism, analyzes the realistic significance of the development of Chinese college students travel market. From the perspective of education, The development of university students' tourist activities can promote the comprehensive quality of college students, Enhance the competitiveness of future talent. From the point of view of tourism economic development, As a large number of college students tourism consumer groups, Its extensive tourism activities help to promote the development of the tourism market, At the same time helps to promote tourism economy income.

　　　Then from the market present situation, motivation and restriction factor of the current university students' tourist market in-depth analysis, And with different breakdown on university students' tourist market segmentation, Points out the characteristics of different market segments and the tourism products suitable for the market.

　　　Finally on Chinese college students travel market from product, price, channel, promotion four aspects put forward the corresponding marketing strategy.

Keywords: University students' tourist ; The tourism market; Tourism motivation; Market segmentation; Current situation of market