进入21世纪之后,由于国民经济水平的不断提升,旅游业得到了迅速发展,一些旅行社通过制定精品旅游线路产品获得了广大消费人群的青睐,创造了巨大的利润。但是在发展旅游线路产品的过程中,仍然会发生令消费者不满意的事件,使得消费者对旅游行业的评价满意度逐渐降低。本文主要对国内旅行社旅游线路产品的定价现状进行分析,并讨论基于顾客价值的旅行社旅游线路产品的定价策略。 After entering the 21st century, due to the continuous improvement of the national economy, tourism has been rapidly developed. Some travel agencies have won the favor of the majority of consumers through the development of high-quality tourist route products and have made great profits. However, in the process of developing tourism route products, consumers are still dissatisfied with the events that occur, making consumers’ satisfaction with the evaluation of the tourism industry gradually reduced. This article mainly analyzes the pricing status of travel products in domestic travel agencies and discusses the pricing strategy of travel products based on customer value.