基于消费者行为的济南滑雪旅游市场营销策略研究

发布时间：2018-08-07 12:10

【摘要】：21世纪以来我国经济的高速发展带动相关体育旅游产业的进步，冬季滑雪旅游逐渐走进人们的视野；同时，随着人们生活质量的提高以及对现代健康意识的追求，人们纷纷希望通过体育旅游形式以达到健身、休闲和放松的目的。冬季的严寒在一定程度上为体育旅游市场经营带来一定阻碍，但滑雪体育旅游却在这个季节打得火热，人们已开始接受这种曾被誉为贵族运动的滑雪旅游活动。冬季旅游受天气影响较大，而滑雪为人们的冬季出行提供了新形式，成为冬季经济的增长点，在经济发展中所占比重越来越大。经过短短十几年的发展，我国的滑雪旅游市场已初具规模，形成了各地滑雪旅游市场共同稳定发展的新形势。东北地区的滑雪旅游市场起步早、发展快，在经营管理营销方面相对成熟，在我国的整体滑雪旅游市场中处于领先地位；与此相比，济南市的滑雪旅游市场虽然近几年发展势头较猛，，但起步较晚，无论在滑雪市场规模还是经营营销理念上都存在较大差距，滑雪市场营销策略作为市场经营的重中之重尤其值得关注。消费者作为市场营销策略的对象，滑雪营销策略的效果从消费者身上能得到直接体现，因此本文以消费者行为作为切入点，结合消费者对滑雪市场各方面的满意评价，对济南滑雪旅游市场的营销策略进行分析。本文以济南市四家滑雪场的旅游消费者为研究对象，通过文献查阅、调查问卷和访谈收集相关资料以及对滑雪场进行实地考察，并对收集资料进行系统、客观分析。首先，对济南滑雪旅游市场的基本情况进行简要概述，将济南滑雪旅游消费者的年龄、收入、职业等基本信息和出行方式、消费方式等基本情况进行客观的描述与分析；其次，分别从产品、价格、分销渠道和促销四个方面结合消费者的消费行为及相关满意评价反馈对济南滑雪旅游市场的营销策略进行理性分析与讨论，发现问题，提出对策；最后对上述分析进行总结，得出结论。综合以上分析研究发现济南滑雪旅游市场在产品、价格、分销渠道和促销方面各有长处与不足。在产品层面，消费者对济南滑雪场的服务比较满意，但滑雪场在项目种类和产品娱乐性方面有待提高；在价格层面，消费者在门票和娱乐项目上花销较大，且滑雪场存在收费项目多、乱、透明度低等问题；在分销渠道层面，济南滑雪旅游市场的分销渠道满意评价较高，但网络分销渠道缺乏市场的有效管理；在促销层面，总体来看消费者对济南滑雪旅游市场的促销评价一般，在促销方式方法上尚有较大发展空间。对济南滑雪旅游市场营销策略提出以下对策：第一，丰富产品、打造精品，拓宽服务领域；第二，整顿收费秩序，促进一价全包，营造放心旅游消费环境；第三，整合分销渠道，加强渠道管理；第四，创新促销方式，加快网络营销，提高旅游地形象。
[Abstract]:Since the 21st century, the rapid development of our country's economy has led to the progress of the sports tourism industry, and the ski tourism in winter has gradually come into people's vision, at the same time, with the improvement of people's quality of life and the pursuit of modern health consciousness, People hope to achieve fitness, leisure and relaxation through the form of sports tourism. To some extent, the cold winter brings some obstacles to the management of sports tourism market, but skiing sports tourism is getting hot in this season, people have begun to accept this kind of skiing tourism which was once regarded as aristocratic sports. Winter tourism is greatly affected by the weather, but skiing provides a new form for people to travel in winter, and becomes the growth point of winter economy, which accounts for more and more in the economic development. After a short period of more than ten years, the ski tourism market in China has taken shape, forming a new situation of the stable development of the ski tourism market. The ski tourism market in Northeast China starts early, develops quickly, is relatively mature in management and marketing, and is in a leading position in the overall ski tourism market in China. Although the ski tourism market in Jinan has developed rapidly in recent years, it has started relatively late, and there is a big gap in both the scale of ski market and the concept of management and marketing. Ski marketing strategy as the top priority of market management is especially worthy of attention. As the target of the marketing strategy, the effect of the skiing marketing strategy can be directly reflected by the consumer, so this paper takes the consumer behavior as the starting point, combined with the satisfaction evaluation of all aspects of the skiing market. This paper analyzes the marketing strategy of Jinan ski tourism market. This paper takes the tourist consumers of four ski resorts in Jinan as the research object, through literature review, questionnaires and interviews to collect relevant information, as well as the field investigation of the ski resort, and the collection of information for a systematic and objective analysis. First of all, the basic situation of Jinan ski tourism market is briefly summarized, and the basic information of Jinan ski tourism consumers, such as age, income, occupation, travel mode and consumption mode, are described and analyzed objectively. This paper analyzes and discusses the marketing strategy of Jinan ski tourism market from four aspects of product, price, distribution channel and promotion, combining consumer's consumption behavior and relevant satisfaction evaluation feedback, finds problems and puts forward countermeasures. Finally, the above analysis is summarized and the conclusion is drawn. It is found that Jinan ski tourism market has its own advantages and disadvantages in products, prices, distribution channels and sales promotion. At the product level, consumers are more satisfied with the service of Jinan ski resort, but the ski resort needs to be improved in terms of project type and product entertainment. At the price level, consumers spend more on tickets and entertainment items. In the distribution channel level, the distribution channel of Jinan ski tourism market evaluation is high, but the network distribution channel lacks the effective management of the market; in the promotion level, the distribution channel of Jinan ski tourism market has many problems, such as many items charged, chaos, low transparency and so on. As a whole, consumers generally evaluate the promotion of Jinan ski tourism market, and there is still much room for development in sales promotion methods. Put forward the following countermeasures to Jinan ski tourism marketing strategy: first, enrich products, create boutique, broaden the field of service; second, rectify the order of charges, promote a full price package, create a comfortable environment for tourism consumption; third, Integration of distribution channels, strengthening channel management; fourth, innovation promotion, accelerate network marketing, improve the image of tourist destination.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G863.1;F592.7

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