本文以西安安鑫旅行社为例,对其面临的服务营销问题进行分析,并找出对策。西安安鑫旅行社面对新的竞争形势和挑战,必须重新审视所面临的市场环境,以便制定正确的营销措施,树立全面的服务营销观念,进而更正确地制定和运用旅游服务营销策略来提高自身的竞争力。陕西作为旅游大省应该在提高服务方面做好充分的准备,从而提高陕西旅游的声誉,以招揽更多的顾客,因此西安安鑫 This article takes Xi’an Anxin Travel Service as an example, analyzes the service marketing problems it faces, and finds out the countermeasures. Xi’an Anxin Travel Face new competition situation and challenges, we must re-examine the market environment facing in order to formulate the correct marketing measures to establish a comprehensive concept of service marketing, and more correctly develop and use of tourism services marketing strategy to enhance their own Competitiveness. As a big province of tourism, Shaanxi should make adequate preparations in improving services so as to raise the reputation of Shaanxi’s tourism so as to attract more customers. Therefore, Xi’an Anxin