宁海县胡陈乡户外运动小镇发展策略研究

发布时间：2018-06-30 03:20

本文选题：户外运动小镇 + 建设　；参考：《浙江农林大学》2017年硕士论文

【摘要】：随着经济的发展和社会生活水平的提高,旅游业作为一项重要的生活性服务业成为推动当今世界经济发展的重要增长极,不但发达国家高度重视旅游业,发展中国家更是如此。中国在步入经济新常态后,努力挖掘居民消费内需提升增长动力成为当务之急。契合当前中国经济发展的迫切之需,“特色小镇”应运而出,以此打造新的经济增长点。户外运动小镇是“特色小镇”中的一类,在美丽乡村建设中极有活力。全国各山地小镇抓住“旅游”这一契机,竞相打造自创旅游品牌,推出自创旅游产品,提升旅游发展口碑,实现小镇发展。但随着城市化进程的加速和旅游业的迅猛发展,山地旅游小镇经济发展取得长足进步的同时,也滋生了许多问题,即如何以旅游规划的角度,在尽量不破坏乡村生态环境的前提下,结合乡村的自然条件特点和旅游市场需求,准确定位,找到渐进可控的、具有活力的山地小镇旅游建设发展道路,成为当前新农村建设中面临亟待解决的重要课题。本文以宁海县胡陈乡这一山地旅游小镇作为研究对象,结合当前胡陈乡实际条件,在科学合理的旅游发展机制和发展思想指导下提出胡陈乡户外运动小镇旅游建设发展策略。希望能为我国当前刚刚起步的户外运动小镇旅游建设,寻求更系统更科学的理念指导、定位原理、规划与发展战略,使决策者能够更全面科学理性的对待开发工作,从而有助于户外运动小镇经济效益、社会效益及环境效益的获得,使其成为景色优美、生态和谐、具有鲜明地域特色、适宜人们居住和旅游的世外桃源。全文以市场细分和市场定位理论为基石,在文献综述和样本调研的基础上明确胡陈乡发展户外运动的必要性与可行性,并使用SWOT分析法分析了胡陈乡户外运动小镇发展存在的优势、劣势、机会以及威胁,从宏观方面提出胡陈乡建设运动小镇的四大发展战略:SO战略、WO战略、ST战略和WT战略。以此为统领,结合调研,从微观方面提出高起点规划全方位建设、大众化品牌效应提升、线上线下融合发展、分层发展户外运动项目、升级市场营销、提升名称推广等六个方面的发展策略。
[Abstract]:With the development of economy and the improvement of social living standard, tourism, as an important living service industry, has become an important growth pole to promote the development of world economy, not only developed countries attach great importance to tourism, but also developing countries. After entering the new economic normal, it is urgent for China to tap the domestic consumption and promote the growth power. In line with the urgent need of China's economic development, "characteristic town" should be shipped out to create a new economic growth point. Outdoor sports town is a kind of special town, which is very active in the construction of beautiful countryside. All the mountain towns in China seize the opportunity of "tourism", compete to create their own tourism brands, launch their own tourism products, improve the reputation of tourism development, and realize the development of small towns. However, with the acceleration of urbanization process and the rapid development of tourism, the economic development of mountain tourism towns has made great progress, and at the same time, there are many problems, that is, how to plan tourism. On the premise of not destroying the rural ecological environment as far as possible, combining the characteristics of the rural natural conditions and the demand of the tourism market, we can find out the path of tourism construction and development of a gradually controllable and dynamic mountain town. It has become an important subject to be solved in the construction of new countryside. This paper takes Hu Chen Township, Ninghai County, as the research object, combining with the actual conditions of Hu Chen Township, and under the guidance of scientific and reasonable tourism development mechanism and development thought, puts forward the tourism construction and development strategy of Hu Chen Xiang Outdoor Sports Town. It is hoped that it can provide a more systematic and scientific idea guidance, positioning principle, planning and development strategy for the tourism construction of the outdoor sports town, which has just started in our country, so that the decision makers can deal with the development work more comprehensively and rationally. Therefore, it is helpful to obtain the economic, social and environmental benefits of the small town of outdoor sports, and make it a paradise with beautiful scenery, harmonious ecology, distinctive regional characteristics and suitable for people to live in and travel. Based on the theory of market segmentation and market positioning, this paper clarifies the necessity and feasibility of developing outdoor sports in Hu Chen Township on the basis of literature review and sample investigation. Using SWOT analysis method, this paper analyzes the advantages, disadvantages, opportunities and threats of the development of the outdoor sports town in Hu Chen Township, and puts forward four development strategies of Hu Chen Township Construction Movement Town from the macro aspect: the four development strategies: so, WO strategy, St strategy and WT strategy. Taking this as the leader and combining the investigation and research, the paper puts forward the following points: the omni-directional construction of high starting point planning, the promotion of popular brand effect, the integration of online and offline development, the layered development of outdoor sports projects, and the upgrading of marketing. Promotion of the name of the six aspects of the development strategy.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

【参考文献】