晋城栖熙园休闲农庄“栖熙七夕”营销案例研究

发布时间：2018-01-20 04:30

本文关键词： 栖熙园休闲农庄市场营销案例研究　出处：《郑州大学》2014年硕士论文　论文类型：学位论文

【摘要】：晋城作为全国资源型地区综合改革试点,在休闲经济崛起的市场背景下,一方面努力探索休闲经济可能给区域经济带来的空间,一方面探索经济转型对环境资源的积极利用。休闲农庄作为农业生态旅游和体验经济的结合体,其市场营销涵盖了区域经济与产业经济转型的自性发展,企业营销模式受到了前所未有的关注,差异化、特色化的营销是企业营销模式构建的关键,更是企业的战略重心。本文以晋城市栖熙园‘牺熙七夕”营销案例研究为研究对象,主要采用了案例分析法,通过对栖熙园七夕营销方案的策划和实施的研究,结合栖熙园的实际情况,运用市场营销和管理学的基本理论对七夕营销案例进行了深度剖析。首先在案例描述部分中,系统介绍了休闲农庄行业的背景信息和栖熙园的基本情况,通过对栖熙园各个项目的经营现状和市场竞争对手的简要介绍和分析,结合市场营销的理论对栖熙园七夕营销的市场定位做了科学分析,特别对营销方案的策略选择做了细致描述和分析,具体详细地介绍了栖熙园七夕的营销方案的策划与实施过程,并简要介绍了七夕营销活动开展以来的市场反应。在案例分析部分,深度分析了七夕营销方案在市场细分、目标群体、采取策略等方面的成功与不足,在此基础上归纳出庄园在以后营销中的优化建议及相关的保障措施,并给同行业以及其他体验经济类的企业提出一些可供参考的意见和建议。在结论部分,着重对栖熙园休闲农庄的前景以及挖掘品牌、结合本土文化等几方面提出建议,尤其是对于营销模式的构建提出了新的看法,为本文的研究做了一定的延伸。休闲经济在晋城作为全国资源型地区综合改革试点这一大的政治背景下,拥有广泛的发展前景,同时也对体验经济尤其是休闲农业的市场营销提出了更高标准的要求。希望通过七夕营销案例及其分析研究,能为栖熙园在今后制定营销策略、扩大市场份额、提高品牌美誉度和价值提供一定的思路和方法,更重要的是栖熙园以及同行其他企业能在此营销案例基础上推陈出新,在激烈的市场竞争中实现可持续发展。
[Abstract]:Jincheng as a comprehensive reform of the national resource-based region pilot, in the context of the rise of leisure economy market background, on the one hand efforts to explore the leisure economy may bring space to the regional economy. On the one hand, it explores the positive use of environmental resources in economic transformation. As a combination of agro-ecotourism and experiential economy, leisure farm covers the self-development of regional economy and industrial economic transformation. The enterprise marketing mode has received unprecedented attention, the differentiation, the characteristic marketing is the enterprise marketing pattern construction key. It is the strategic focus of the enterprise. This paper takes the "sacrifice Xi Qixi Festival" marketing case study as the research object, mainly adopts the case analysis method, through the research on the planning and implementation of Qixi Festival marketing program in Qixi Park. Combined with the actual situation of Qixi Garden, this paper makes a deep analysis of Qixi Festival's marketing case by using the basic theories of marketing and management. First of all, in the part of case description, the background information of leisure farm industry and the basic situation of Qixi Garden are introduced systematically. Combined with the theory of marketing, this paper makes a scientific analysis of the positioning of Qixi Festival's marketing, especially describes and analyzes the strategic choice of the marketing scheme. Detailed introduction of Qixi Park Qixi Festival marketing plan and implementation process, and a brief introduction of Qixi Festival marketing activities since the launch of the market reaction. In the case analysis part. This paper deeply analyzes the success and shortage of Qixi Festival's marketing scheme in market segmentation, target group, strategy and so on. On this basis, the author summarizes the optimization suggestions and relevant safeguard measures in the future marketing of the estate. And to the same industry and other experience of economic enterprises to provide some suggestions for reference. In the conclusion part, focus on the prospects of Xiyuan leisure farm and brand mining. Combining with local culture, this paper puts forward some suggestions, especially on the construction of marketing model, which extends the research of this paper. Leisure economy in Jincheng as a comprehensive reform of the national resource-based region pilot this big political background, has a wide range of development prospects. At the same time, the experience economy, especially the leisure agriculture marketing has put forward a higher standard. It is hoped that through the Qixi Festival marketing case and its analysis, Qixi Garden can formulate marketing strategy and expand its market share in the future. To improve the reputation and value of the brand to provide certain ideas and methods, more importantly, Qixi Garden and other enterprises in the same trade can bring forth new ideas on the basis of this marketing case, and realize sustainable development in the fierce market competition.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F323.4

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