诸城旅游营销策略研究

发布时间：2018-07-01 14:45

本文选题：诸城 + 县域旅游　；参考：《山东大学》2014年硕士论文

【摘要】：随着人们可支配收入的增加、环境保护意识的普遍提高,旅游产业在我国得以迅猛发展。各级地市,特别是县级地市,加大开发力度,与此同时过度开发、重复建设等现象层出不穷。相似产品和项目的开发导致旅游市场竞争日益激烈,旅游环境遭到一定破坏,影响了旅游业的健康快速发展。结合本地特色旅游资源,大力发展县域旅游营销是应对激烈竞争,拓展旅游市场,推进县域经济发展的重要途径。位于山东半岛城市群中的诸城(县级市),拥有丰富的旅游资源,具有优美的景色和生态环境。但当前旅游市场的定位还不明确,品牌知名度较低,营销措施和方法还不到位,旅游产品研发、更新较慢,旅游路线设计还不尽合理,旅游项目配套设施不完善。本文参考了大量国内外相关领域的文献资料,运用调研法结合具体案例进行分析,给诸城旅游的营销提出一些建议。首先从诸城旅游市场需求、产品结构及策略营销现状三个方面阐述诸城旅游的营销现状。通过对诸城旅游资源和旅游环境进行SWOT分析,并对诸城旅游客源市场进行调查和分析,细分诸城旅游的客源市场,从中选择合适的目标市场,拟定长期营销战略。然后根据4C理论就消费者、便利、成本、沟通四个方面提出了有建设性的旅游营销策略建议。总结主要结论如下：诸城要坚持目标市场为导向,不断加强旅游产品深层开发,创建有较高知名度的品牌。抓住建设半岛经济开发区这一发展机遇,加强区域旅游一体化建设。选择科学合理的营销策略,充分利用新技术媒体,通过微博、微信、邮件、网站等信息平台,拓宽沟通渠道,丰富市场营销途径。本文最大的理论创新点,是在旅游营销相关理论指导下,以诸城为案例,深入研究县域旅游营销目前存在的问题,在区域旅游一体化背景下制定出相应策略。笔者希望通过上述研究,为县级地市旅游营销理论的发展做出努力。通过诸城营销案例研究,为其提供持续、健康发展的可行的理论指导,并促进同类地区旅游业的发展。
[Abstract]:With the increase of disposable income and the general improvement of environmental protection consciousness, tourism industry has developed rapidly in China. Cities at all levels, especially at the county level, have stepped up development, while excessive exploitation and repeated construction have emerged in endlessly. The development of similar products and projects has led to the increasingly fierce competition in the tourism market and the destruction of the tourism environment, which has affected the healthy and rapid development of the tourism industry. Combining with local tourism resources, developing county tourism marketing is an important way to deal with the fierce competition, expand the tourism market and promote the development of county economy. Zhucheng (county level city), located in Shandong Peninsula urban agglomeration, has rich tourist resources, beautiful scenery and ecological environment. However, the current tourism market positioning is not clear, brand awareness is low, marketing measures and methods are not in place, tourism product research and development, update slowly, tourism route design is not reasonable, tourism project supporting facilities are not perfect. This paper refers to a large number of domestic and foreign literature in related fields, using the method of investigation and analysis of specific cases, to give some suggestions for the marketing of tourism in Zhucheng. Firstly, this paper expounds the present situation of tourism marketing in Zhucheng from three aspects: the demand of tourism market, the structure of products and the present situation of strategic marketing. Through SWOT analysis of tourism resources and environment of Zhucheng, and investigation and analysis of tourist market in Zhucheng, the tourist market of Zhucheng is subdivided, the suitable target market is selected, and the long-term marketing strategy is drawn up. Then, according to the 4C theory, the author puts forward some constructive suggestions on tourism marketing strategy from four aspects: consumer, convenience, cost and communication. The main conclusions are as follows: Zhucheng should adhere to the target market orientation, constantly strengthen the deep development of tourism products, and create a brand with high visibility. Seize the construction of Peninsula Economic Development Zone this development opportunity, strengthen the integration of regional tourism construction. Choose scientific and reasonable marketing strategy, make full use of new technology media, through Weibo, WeChat, email, website and other information platforms, broaden communication channels, enrich marketing channels. Under the guidance of tourism marketing theory and taking Zhucheng as a case, the biggest theoretical innovation of this paper is to deeply study the existing problems of county tourism marketing, and work out the corresponding strategies under the background of regional tourism integration. The author hopes to make efforts for the development of county-level tourism marketing theory through the above-mentioned research. Through the case study of Zhucheng marketing, it provides feasible theoretical guidance for its sustained and healthy development, and promotes the development of tourism in the same region.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【参考文献】