西安市大学生旅游市场开发策略

Development Strategy of College Students′ Tourism Market in Xi'an

西安市作为中国重点高等院校最为集中的城市之一,大学生旅游市场极具开发潜力。依据调查资料,西安市大学生旅游行为及西安市大学生旅游市场开发中存在诸多问题。应针对这些问题制定开发西安市大学生旅游市场的文化旅游、就业考察旅游、服务于企业的商务旅游、生态旅游、探险旅游的产品策略;机动灵活的产品组合策略;实行薄利多销、与高校社团合作、培养学生直销点、网络动态营销、品牌营销等营销策略。

Xian, as one of the big cities with the largest numbers of key universities in China, there is a huge de- veloping potential in college students＇ tourism market. Investigation shows that there are a lot of problems in their traveling behavior and traveling market development among university students in Xihn. As for these problems, pro- posals should be put forward about the development strategies for the college students＇ travelling market, such as cultural tours, employment survey tours, business tours on behalf of enterprises, ecological tours, and adventure tours ; flexible combination of tourism policies also should be established ; the marketing strategies of small profits but quick turnover, cooperation with university clubs, cultivation of students＇ direct sales spots, network dynamic marketing and brand marketing should be carried out.