创业策划书项目名称:知行大学生旅行社学院名称：轻工学院负责人:房田田联系电话:18724596762参赛选手信息学院:轻工学院指导老师:任婵媛序号姓名性别学号联系电话电子邮箱1房田田女20122327140118724596762393724138@qq.com2刘世杰女201223270853138957930563张瑶女201261400046132065706674侯雪莹女201223271288136746726215侯林男20122327028318045043959目录一、执行总结..................................................................................................................................4(一)创意背景..........................................................................................................................4（二）项目简述......................................................................................................................5（三）项目分析......................................................................................................................71.SWOT分析.......................................................................................................................72.对应措施......................................................................................................................8二、市场分析..................................................................................................................................8（一）目标市场顾客的描述...................................................................................................8（二）大学生旅游市场的分析...............................................................................................8（三）市场发展的方向...........................................................................................................9三、战略和营销..........................................................................................................................10（一）实施战略....................................................................................................................101．发展初期..................................................................................................................102.拓展中期..................................................................................................................103.成熟后期...................................................................................................................11（二）通过战略来实现预期的计划和目标.........................................................................11（三）营销策略....................................................................................................................12(四）合理定价旅游..............................................................................................................12（五）采取多种旅游促销方式.............................................................................................13四、服务打造................................................................................................................................13（一）服务内容....................................................................................................................13（二）服务优势....................................................................................................................14（三）附加产品....................................................................................................................
