高校学生旅游市场营销策略分析

高校学生是一个特定的旅游需求和消费群体，也是一个极富增长潜力的细分市场。本文通过对高校学生出游动机和出游特点的分析，探讨了该目标市场的成长空间；通过SWOT分析，论证了开发高校学生旅游市场的必要性和可行性。笔者以广东省肇庆市为案例，结合当地资源禀赋特征和高校学生的旅游需求特征，探讨了为高校学生设计定制化旅游产品的方法，并就促销手段和服务意识两方面提出了针对该细分市场的营销策略。

An Analysis of Marketing Tactics on College Student Travel in China

College students fourism a tourism consumer group of peculiar demands. The group also shows itself as a travel segment rich of increasing potentials. This paper analyzed the fourism motivations Chinese college students' and the characteristics of their traveling behaviors. It probed into the growing space of this target market, made a SWOT analysis and demonstrated the necessity and feasibility of its exploration. By using the market of Zhaoqing city in Guangdong province as an example, combining the peculiarity of the local resources and travel demands of its college students, this paper discussed the methods of designing customer-tailored travel products for this special segment. It ends with a proposal of marketing tactics for this segment from promotion measures and service awareness aspects.