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1、 浙江師范大學(xué)行知學(xué)院本科畢業(yè)設(shè)計(jì)(論文)外文翻譯 譯文： 旅行社營(yíng)銷(xiāo)計(jì)劃 執(zhí)行摘要：探險(xiǎn)旅行社（AEU）成立于2001年1月，該旅行社主要提供硬冒險(xiǎn)運(yùn)動(dòng)，高檔的住宿，美食，名人服務(wù)以及供應(yīng)商/旅游套餐。AEU硬冒險(xiǎn)包括直升機(jī)滑雪，劃船，泛舟，和山地自行車(chē)。AEU的創(chuàng)辦人包括斯蒂芬喬丹，工商管理碩士/博士，Jillyn Certo，工商管理碩士，Loren Harlo，工商管理碩士。他們不僅讀過(guò)MBA課程，而且對(duì)AEU活動(dòng)保持很高的熱情。 探險(xiǎn)旅行的成立存在這樣一個(gè)機(jī)會(huì)，原因有：1、旅游業(yè)是一個(gè)增長(zhǎng)的行業(yè)，以每年4％的速度增長(zhǎng)，行業(yè)內(nèi)，探險(xiǎn)旅游保持著10％的速度增長(zhǎng)。

2、2、該行業(yè)內(nèi)有幾個(gè)艱苦探險(xiǎn)旅行高檔客戶(hù)的供應(yīng)商。幾乎所有提供“硬”冒險(xiǎn)活動(dòng)的公司吸引的大部分是收入較低的客戶(hù)端。而公司吸引的富有客戶(hù)通常要求提供“軟”冒險(xiǎn)包。硬探險(xiǎn)活動(dòng)涉及的物理要求，攜帶的風(fēng)險(xiǎn)比“軟”活動(dòng)要困難。軟的冒險(xiǎn)活動(dòng)可能涉及體力消耗，但他們所涉及的風(fēng)險(xiǎn)水平較低，可以是非競(jìng)技人民。該公司的目標(biāo)客戶(hù)是高收入（最低75,000元的單身人士），關(guān)注流行的硬冒險(xiǎn)運(yùn)動(dòng)并且有興趣的健康的人。在美國(guó)各大城市主要包括律師，銀行家，高級(jí)管理人員，醫(yī)生等購(gòu)買(mǎi)者，目前在市場(chǎng)上需求快速增長(zhǎng)。 此外，更多的細(xì)分市場(chǎng)在不斷變化。最初，這將是經(jīng)驗(yàn)豐富的供應(yīng)商難以競(jìng)爭(zhēng)，特別是市場(chǎng)領(lǐng)導(dǎo)者。然而，AEU的目標(biāo)市場(chǎng)是一個(gè)

3、可利用的生態(tài)位，和我們的服務(wù)是有區(qū)別的。 AEU目標(biāo)市場(chǎng)成員的利益將有類(lèi)似的活動(dòng)，包括更多的可支配收入，減少對(duì)價(jià)格的敏感度。我們會(huì)提供一個(gè)信譽(yù)較高的豪華服務(wù)。服務(wù)價(jià)格將以豪華的競(jìng)爭(zhēng)對(duì)手的價(jià)格和價(jià)值為基礎(chǔ)，我們進(jìn)行補(bǔ)充。供應(yīng)商提供豪華服務(wù)，提供類(lèi)似我們這樣做的價(jià)格。從價(jià)格競(jìng)爭(zhēng)力上看，我們屬于奢侈品市場(chǎng)。因?yàn)槲覀兒粲踹@樣一個(gè)豪華和較小的市場(chǎng)，數(shù)量將受到限制。 一、形勢(shì)分析 探險(xiǎn)游覽（AEU）已經(jīng)經(jīng)營(yíng)了好幾個(gè)月了。車(chē)次已深受歡迎，現(xiàn)在銷(xiāo)售的關(guān)鍵是不斷取得成功和未來(lái)的盈利能力。 AEU提供高端硬冒險(xiǎn)之旅。市場(chǎng)需要基本上是富有的客戶(hù)端硬盤(pán)冒險(xiǎn)之旅。這個(gè)目標(biāo)市場(chǎng)享受高檔住宿，美食，和個(gè)性化的關(guān)注。 A

4、EU將滿(mǎn)足這一帶的旅游產(chǎn)品品種的市場(chǎng)需求。 二、市場(chǎng)綜述 AEU對(duì)市場(chǎng)具有良好的信息收集功能以及具有我們最珍貴和忠誠(chéng)客戶(hù)的共同屬性。AEU將利用這些信息，以便更好地了解該旅行社服務(wù)的對(duì)象是誰(shuí)，其具體需求，以及如何能夠更好地與AEU合作。AEU為富?？蛻?hù)提供了多種硬探險(xiǎn)旅游的選擇。AEU旨在滿(mǎn)足那些重要的客戶(hù)以下好處： 1、選擇：具有一個(gè)不同的硬盤(pán)探險(xiǎn)旅游的廣泛選擇。 2、交通：客戶(hù)可位于任何地方，只要他們可以找到一個(gè)機(jī)場(chǎng)。 3、客戶(hù)注意：客戶(hù)將得到與贊助人個(gè)人重視程度的印象。 4、競(jìng)爭(zhēng)力的價(jià)格：AEU價(jià)格與其他一些高端服務(wù)供應(yīng)商相比，在市場(chǎng)上處于領(lǐng)先地位，提供豪華的服務(wù)與信譽(yù)

5、的價(jià)值。 三、市場(chǎng)趨勢(shì) AEU的市場(chǎng)將呈現(xiàn)向上的旅游產(chǎn)業(yè)增長(zhǎng)方式趨勢(shì)。這一增長(zhǎng)是有幾個(gè)原因。首先，相對(duì)健康的國(guó)內(nèi)經(jīng)濟(jì)在過(guò)去數(shù)年，在其他地區(qū)的貨幣貶值，使美國(guó)居民減少出行成本。旅行的樂(lè)趣增加了3.2％，1999年，2000年預(yù)計(jì)將增長(zhǎng)2.0％。第二，健康的經(jīng)濟(jì)增長(zhǎng)業(yè)務(wù)，從而帶動(dòng)國(guó)內(nèi)商務(wù)旅行在1999年與4.8％，3.6％，2000年預(yù)計(jì)會(huì)增加。探險(xiǎn)旅游是旅游業(yè)增長(zhǎng)的部門(mén)之一，理論上極限運(yùn)動(dòng)最近有所增加，是因?yàn)橛袕?qiáng)大的競(jìng)爭(zhēng)性的年輕美國(guó)人。統(tǒng)計(jì)顯示，8000美國(guó)公司提供的冒險(xiǎn)包產(chǎn)生于1999年70億美元。此外，還有1996年之間一直在行政參與2000年增長(zhǎng)66％（或增加3000至5000）（拉法

6、，羅伯特。福布斯，2000年2月9日v161 N3的p168（3））。 四、市場(chǎng)增長(zhǎng) 1999年，探險(xiǎn)旅游市場(chǎng)的產(chǎn)值為70億美元，按照目前的形勢(shì)看該市場(chǎng)將繼續(xù)穩(wěn)步增長(zhǎng)。這種增長(zhǎng)可以歸因于幾個(gè)因素，第一個(gè)因素是旅游得到了越來(lái)越來(lái)人的認(rèn)可和參與。越來(lái)越多的人認(rèn)識(shí)到了旅游消費(fèi)，他們利用不在家的這段自由時(shí)間，選擇參與他們喜歡的活動(dòng)。另一個(gè)促成這一市場(chǎng)增長(zhǎng)的變數(shù)是，作為美國(guó)人他們持續(xù)工作的時(shí)間較長(zhǎng)，他們會(huì)選擇探險(xiǎn)旅游度假的方式，利用一天的時(shí)間來(lái)釋放工作的壓力。這樣針對(duì)我們的目標(biāo)市場(chǎng)，其他的競(jìng)爭(zhēng)者再努力工作，也難以吸引這部分客戶(hù)。當(dāng)他們有一天的休息時(shí)間是，如果要選擇一種度假方式，他們很大程度上會(huì)選擇探

7、險(xiǎn)旅游。 五、市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略 AEU將利用幾種不同形式的營(yíng)銷(xiāo)策略溝通渠道。 第一個(gè)工作將圍繞著他們的互聯(lián)網(wǎng)網(wǎng)站開(kāi)展。 AEU的客戶(hù)主要依賴(lài)于互聯(lián)網(wǎng)的信息。雖然AEU目前只是一個(gè)網(wǎng)站，但是網(wǎng)站的維護(hù)來(lái)源于對(duì)資源的不斷更新。該網(wǎng)站將不斷進(jìn)行測(cè)試，以確定未來(lái)更好的發(fā)展，而注冊(cè)時(shí)在搜索引擎中輸入關(guān)鍵詞顯得尤為重要。 另一種形式的交流，是雜志廣告。該廣告將出現(xiàn)在雜志的讀者群板塊上，具有和AEU相似的分布。該雜志的廣告將被作為AEU提高知名度和地位的平臺(tái)。隨著時(shí)間的推移，AEU將依靠電子郵件通訊和直接郵寄給郵件列表中的客戶(hù)，從而建立忠誠(chéng)的客戶(hù)群。 新聞簡(jiǎn)訊部分將對(duì)選定的客戶(hù)群分享精品（包括行程以及

8、特殊待遇）。該簡(jiǎn)訊的目的是激勵(lì)過(guò)去的客戶(hù)加入另一個(gè)具有特殊交易行的AEU。 隨著業(yè)務(wù)的進(jìn)展，AEU將相對(duì)于競(jìng)爭(zhēng)對(duì)手的市場(chǎng)繼續(xù)來(lái)衡量我們的經(jīng)營(yíng)。雖然主要的目標(biāo)市場(chǎng)已經(jīng)被定義，但是有可能是新興的市場(chǎng)會(huì)占據(jù)更多的分部。由于產(chǎn)品的差異化戰(zhàn)略的定義和界定的基礎(chǔ)上的競(jìng)爭(zhēng)優(yōu)勢(shì)，AEU將能更好地定位，以確定是否有調(diào)整的必要。包括訪(fǎng)問(wèn)重要信息的有關(guān)市場(chǎng)，競(jìng)爭(zhēng)對(duì)手等。然而，這些都不是免費(fèi)的。 對(duì)于這個(gè)項(xiàng)目的目的，我們覺(jué)得這是不必要招致額外開(kāi)支的。為了維持和發(fā)展與客戶(hù)之間的長(zhǎng)期合作關(guān)系，對(duì)市場(chǎng)營(yíng)銷(xiāo)站戰(zhàn)略的研究顯得尤為重要。而AEU將為市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的制定提供有效的客戶(hù)信息。我們的目標(biāo)是建立作為該行的硬冒險(xiǎn)旅行最重

9、要的國(guó)際供應(yīng)商。 理材料4： 本科畢業(yè)設(shè)計(jì)（論文）外文翻譯 原文： Travel Agency Marketing Plan Executive Summary Adventure Excursions Unlimited (AEU) was formedJanuary 2001 to provide hard adventure sport/travel packages with upscale accommodations, gourmet food, and celebrity service providers to wea

10、lthy clients. AEU Hard adventures include Helicopter-skiing, kayaking, white water rafting, and mountain biking. The founders of AEU are Jordan Stephan, MBA/JD, Jillyn Certo, MBA, and Loren Harlo, MBA. In addition to theirMBA status, they are passionate about the activities AEU will offer. An oppor

11、tunity exists for two reasons:1、Tourism is a growing industry (4% annually) and within the industry, adventure travel is growing at 10%. 2、There are few providers of hard adventure travel to upscale clients. Virtually all companies that provide "hard" adventure activities appeal to a lower income

12、client. Companies that appeal to a wealthier clientele generally provide "soft" adventure package. Hard adventure activities involve difficult physical requirements. They carry a higher level of risk than do "soft" activities. Soft adventure activities may involvephysical exertion, however they invo

13、lve a low level of risk and can be engaged in by non-athletic people. The companys target customers are high income (min. $75,000 for single person), health-conscious individuals interested in popular hard adventure sports. These are lawyers, bankers, executives, doctors, etc. The major purchasers

14、are located in urban areas within major United States cities. Our customers are more likely to be married. 51% are men and 49% are women. There is rapid growth in the market and increasing demand. In addition, more niche markets are evolving. Initially, it will be difficult to compete with experien

15、ced providers, especially themarket leaders. However, AEUs target market is an exploitable niche and our service is differentiated. AEUs target market members will have similar activity interests, more disposable income and less sensitivity to price. We will provide a luxury service with prestige v

16、alue. Our prices will be out of reach for the majority of adventure travelers. Service will be priced based upon luxury competitor prices and the value added of our offering. Providers that offer offering luxury services similar to ours do so at prices similar to ours. We are competitively priced in

17、 the luxury market. Situation Analysis Adventure Excursions Unlimited (AEU)has been operating for several months now. The trips have been well received, and marketing is now critical to its continued success and future profitability. AEU offers high-end hard adventure trips. The basic market need

18、 is hard adventure trips for the wealthy client. This target market appreciates upscale accommodations, gourmet food, and personalized attention. AEU will meet this market need with a variety of trip offerings. Market Summary AEU possess good information about the market and knows a great deal abo

19、ut the common attributes of our most prized and loyal customers. AEU will leverage this information to better understand who is served, their specific needs, and how AEU can better connect with them. AEU is providing its customers with a wide selection of hard adventure trips for wealthy clients. V

20、irtually all companies that provide "hard" adventure activities appeal to a lower income client. Companies that appeal to a wealthier clientele generally provide "soft" adventure packages. Hard adventure activities involve difficult physical requirements. They carry a higher level of risk than do "s

21、oft" activities. Soft adventure activities may involve some physical exertion, however they involve a low level of risk and can be engaged in by non-athletic people. AEU seeks to fulfill the following benefits that are important to their customers. Selection: A wide selection of different hard adv

22、enture trips. Accessibility: The customer can be located anywhere as long as they have access to an airport. Customer attention: The patron will be impressed with the level of personal attention that they receive. Competitive prices: Although AEU is priced at the top of the market, providin

23、g a luxury service with prestige value, AEU will be priced competitively with the few other high-end service providers. Market Trends The travel industry is in an upward growth mode. There are several reasons for this increase. First, a relative healthy domestic economy over the last several years

24、 and the devaluation of currency in other regions has made travel less expensive for U.S. residents. Pleasure travel has increased by 3.2% in 1999 and is predicted to grow 2.0% in 2000. Second, the healthy economy has increased business which in turn boosted domestic business travel 4.8% in 1999 wit

25、h an estimated increase of 3.6% in 2000. Adventure travel is a growing segment of the travel industry. One theory of the recent increase in extreme sports has to do with the strong competitive nature of younger Americans. Statistics show that 8,000 U.S. companies offer adventure packages that gener

26、ated $7 billion in 1999. There also has been a 66% increase in executive participation between 1996 and2000 (or an increase of 3,000 to 5,000)(La Franco, Robert. Forbes, Feb 9,2000 v161 n3 p168(3)). Market Growth In 1999, the adventure travel market generated $7 billion dollars. The market is pois

27、ed for growth. This growth can be attributed to several factors. The first factor is an increased appreciation for travel. More and more people are recognizing the value in spending their free time away from home, participating in activities that they enjoy. Another variable that is contributing to

28、 this market growth is that as Americans continue to work longer and longer work hours, they also are looking for adventure travel vacations that offer a release from their day to day work. Our target market works hard, but also plays hard. When they do take time off from work, they choose an activi

29、ty that they thoroughly enjoy, to a large degree because vacation occurs somewhat infrequently Marketing Strategy AEU will use several different forms of communication for their marketing strategy. The first effort will revolve around their Internet site. AEUs demographic relies heavily on the Int

30、ernet for information. While AEU currently has a website, they recognize that resources are required to maintain the site as well as continually improve it. The website will constantly tested to determine that it is coming up as one of the top results when key words are entered into a search engine.

31、 Another form of communication is magazine advertising. The advertising will occur in magazines whose readership has similar demographics as AEU. The magazine advertisements will be usedto increase visibility of AEU and position it as the top service provider in the high-end hard adventure market.

32、 As time progresses and a loyal customer base is established, AEU will rely on email newsletters and direct mail to the customers that are on the mailing list. The newsletters will share specials (both trips as well as special deals) to this select group of customers. The goal of the newsletters is

33、 to incentivize the past customers to join AEU for another trip with a special deal. As operations progress, the AEU will continue to measure our progress relative to competitors and to the growth of the market(s) in which we operate. Though the primary target market has been defined, there may be

34、new possibilities to serve additional segments. As the product is defined and the strategy differentiation is defined based on competitive strengths, AEU will be better able to determine whether adjustments in positioning are necessary. Access to important information concerning the market, competit

35、ors, etc., is available. However it is not free. For the purposes of this project, we feel it is unnecessary to incur additional expense. The marketing strategy will be to develop long-term relationships with customers. AEU will keep a database from which to obtain important demographic & psychographic information. As the business becomes profitable, plans will be implemented to expand. There is virtually no limit to the number and variety of trips AEU can provide. Trips can take place on every continent and in most countries.