晋城市王莽岭景区营销策略研究

发布时间：2018-04-17 14:46

本文选题：王莽岭景区 + 旅游市场　；参考：《太原理工大学》2017年硕士论文

【摘要】：王莽岭景区,位于山西省陵川县东南部,景区有着丰富的地质遗迹资源、人文资源、植物资源,锡崖沟挂壁公路更是闻名遐迩。景区经过近几年的开发运营,已初见经济成效。但由于近年来旅游市场的激烈竞争,景区的营业收入增长速度趋缓,经营发展遇到了瓶颈。本文针对这一现状,深入研究了王莽岭景区的营销策略,旨在帮助景区优化营销策略,对景区的经营发展具有积极意义。首先,简要介绍了研究所应用到的营销策略组合、新兴营销管理、战略管理等理论以及国内外对于旅游景区营销策略的研究现状。其次,分别运用SWOT分析理论和STP分析理论对王莽岭景区营销的外部环境和内在条件以及客源市场进行细致全面的分析。为保证研究的科学性,通过在景区实地考察、与管理者和当地村民座谈、与游览者沟通、查阅企业有关内部资料等方式获得了大量景区的原始资料。再次,阐述王莽岭景区营销策略现状,结合之前的SWOT分析和目标市场选择结果,从价格、产品、渠道、促销四个方面指出营销策略中所存在的问题,为进一步优化营销策略打下基础。最后,根据上述的分析研究,指出王莽岭景区在产品、价格、渠道、促销策略方面可采取形成品牌宣传合力、灵活的价格折扣、与中间商构建合作伙伴关系、充分发挥网络平台的宣传和销售作用、发展并维护良好的团体客户关系等措施优化现有营销策略。本研究的重点在于综合运用营销策略组合理论和绿色营销、关系营销和聚合营销等新兴市场营销理论,为王莽岭景区提出的科学、可行、有效的营销策略优化建议;难点在于确保SWOT分析和游客市场分析的全面性和科学性;创新点在于引入绿色营销、关系营销、聚合营销等理论改进传统4P策略,帮助景区解决发展过程中遇到的环境问题,指导景区如何处理与当地村民的关系,运用数据库切实提高营销策略的有效性等。
[Abstract]:Wang Mang Ling Scenic area, located in the southeast of Lingchuan County, Shanxi Province, is famous for its rich geological relics, cultural resources, plant resources and Xiya gully wall hanging road.After several years of development and operation, the scenic spot has seen economic results.However, due to the fierce competition in the tourism market in recent years, the growth rate of business income of scenic spots has slowed down, and the development of business has encountered bottlenecks.In view of this situation, this paper deeply studies the marketing strategy of Wang Mang Ling scenic spot, aiming to help the scenic spot optimize the marketing strategy, which has positive significance to the management and development of the scenic spot.First of all, this paper briefly introduces the combination of marketing strategy, emerging marketing management, strategic management and domestic and foreign research status of tourism area marketing strategy.Secondly, using SWOT analysis theory and STP analysis theory, this paper makes a detailed and comprehensive analysis of the external environment and internal conditions of Wangmanling scenic spot marketing and the tourist market.In order to ensure the scientific nature of the study, a large number of original materials of scenic spots were obtained through on-the-spot visits, discussions with managers and local villagers, communication with visitors, and reference to relevant internal information of enterprises.Thirdly, this paper expounds the current situation of marketing strategy in Wang Mang Ling Scenic area, and points out the problems existing in the marketing strategy from four aspects: price, product, channel and promotion, combined with the previous SWOT analysis and target market selection results.Lay the foundation for further optimizing marketing strategy.Finally, according to the above analysis and research, it is pointed out that Wang Mang Ling Scenic spot can form a brand publicity force, flexible price discount, and build a partnership with middlemen in the aspects of product, price, channel and promotion strategy.Give full play to the publicity and sales role of the network platform, develop and maintain good group customer relationship and other measures to optimize existing marketing strategies.The focus of this study is to comprehensively apply the marketing strategy combination theory, green marketing, relationship marketing and aggregate marketing to put forward scientific, feasible and effective marketing strategy optimization suggestions for Wang Mang Ling Scenic area.The difficulty lies in ensuring the comprehensiveness and scientificity of SWOT analysis and tourist market analysis, and the innovation lies in the introduction of green marketing, relationship marketing, aggregate marketing and other theories to improve the traditional 4P strategy to help the scenic spots solve the environmental problems encountered in the process of development.How to deal with the relationship with local villagers and how to use database to improve the effectiveness of marketing strategies.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.7

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