淮南市旅游市场营销策略研究

发布时间：2017-12-31 13:03

本文关键词：淮南市旅游市场营销策略研究　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：近几年,随着我国居民生活水平的提高,居民外出旅游逐渐成为百姓生活的基本需求。当今旅游者的各种需求和基本动机,发生了很大的变化。游客的习惯、喜好不断个性化和复杂化。如何满足游客的需求,成为许多旅游企业和旅游地急需解决的问题。近几年,淮南市旅游业的发展虽然取得了一定的成绩。但在实践中,许多先进的营销理念仍未能得到广泛的应用。虽有丰富的旅游资源,但与周边的旅游城市相比。淮南市的旅游发展步伐和营销管理水平还存在很大的差距。近年来,淮南市许多旅游景区景点重复建设、盲目开发。许多旅行社和旅游企业的无序扩张,使淮南旅游产业的经济效益提高较慢。同时,各旅游相关机构、社会力量也没有有效地参与到淮南市旅游营销活动中去,而且各旅行社和旅游景点之间也缺乏充分的合作。如何更快解决淮南旅游业面临的问题,只有尽快发展淮南旅游产业。这将是淮南旅游业者需要解决的一项重要课题。因此,淮南市旅游业的发展亟待进行资源的整合与营销策略的探索创新。本文基于旅游业者的视角,以淮南旅游市场为研究对象,以提高淮南市旅游业的发展为研究目的,主要采用案例研究和专题研究相结合的方法,同时结合市场营销学、旅游学、消费心理学、经济学等相关理论,首先对淮南旅游营销策略的现状和存在问题进行分析,并在对淮南市旅游市场宏观环境、市场竞争者、消费者和淮南旅游市场作出分析的基础上,对淮南市旅游市场进行准确的细分、目标市场选择和市场定位,最后对新形势下淮南的旅游营销策略分别从产品、价格、渠道和促销四个方面制定适应淮南市旅游业发展的营销策略,并提出有建设性的意见和建议。本文得出如下研究结论：第一、如今淮南旅游企业营销意识淡薄,旅游营销管理与旅游产品开发相互脱节。同时,淮南旅游企业又面临很好的发展机遇和新挑战。因此淮南旅游业应抓住机遇实施恰当的营销策略。第二、淮南旅游市场营销策略设计应以淮南丰富的旅游资源为基础,以客户和市场需求为导向,以个性化为原则。不断提高淮南旅游的经济整体效益,实现淮南经济可持续快速发展。第三、作为淮南旅游营销实施主体之一的旅游企业,应主要从产品、价格、渠道、促销四个策略促进淮南旅游业的发展。
[Abstract]:In recent years, with the improvement of Chinese living standards, residents travel gradually become the basic needs of people's lives. All the basic needs and motivation of tourists nowadays, great changes have taken place. Habits of tourists like to personalized and complicated. How to meet the needs of tourists, tourism enterprises and tourism to become many urgent need to solve the problem. In recent years, the development of tourism industry in Huainan has achieved certain results. But in practice, many of the advanced marketing concept is still not widely used. Although there are abundant tourism resources, but compared with the surrounding tourist city. There is a big gap of tourism in Huainan City the pace of development and marketing management. In recent years, Huainan City, many scenic spots repeated construction and blind development. The disorderly expansion of many travel agencies and tourism enterprises, the economic effect of Huainan tourism industry Yiti High slow. At the same time, the tourism related institutions, social forces have not effectively participate in the Huainan city tourism marketing activities, but also between the travel agency and tourist attractions are also lack of full cooperation. How to quickly resolve problems facing the tourism industry in Huainan as soon as possible, only the development of Tourism industry in Huainan. It will be an important topic Huainan tourism industry needs to be solved. Therefore, the development of tourism industry in Huainan to explore innovative resources integration and marketing strategy.
Based on the tourism industry from the perspective of Huainan tourism market as the research object, in order to improve the development of tourism industry in Huainan for the purpose of the study mainly adopts the methods of case study and monographic study combined, combined with marketing, tourism, consumer psychology, economics and other related theory, first the status of marketing strategy in Huainan tourism and the existing problems are analyzed, and in the city of Huainan tourism market macro environment, competitors, consumers and make the tourism market in Huainan on the basis of the analysis, accurate segmentation of Huainan tourism market, target market selection and market positioning, tourism marketing strategy of Huainan at the end of the new situation separately from the product. The price, the four aspects of marketing channels and develop to adapt to the development of Huainan city tourism marketing strategy, and puts forward some constructive opinions and suggestions. This paper draws the following conclusions: First, now Huainan tourism enterprises marketing consciousness, tourism marketing management and development of tourism products from each other. At the same time, Huainan tourism industry is facing good opportunities for development and new challenges. Therefore, Huainan tourism industry should seize the opportunity to implement the appropriate marketing strategy. Second, design the marketing strategy of Huainan Tourism market should be based on the abundant tourism resources of Huainan based on customer and market demand, personalized principle. Continuously improve the Huainan tourism economic benefit, realize the sustainable rapid development of Huainan's economy. Third, as one of the main body of the Huainan tourism marketing tourism enterprises, should be mainly from the product, price, channel, promotion of the four strategies to promote the development of tourism industry in Huainan.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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