越南高平省旅游市场营销现状与对策研究

发布时间：2018-08-10 18:25

【摘要】：近年来,随着越南国内经济增长和对外开放力度的加大,越南国内旅游市场也获得了难得的发展机遇。无论是本国,还是国际游客,在越南旅游市场上的消费稳步增加,越南旅游市场呈现出稳定增长的良好态势。但是,另一方面,越南国内旅游市场的竞争也变得日趋激烈,旅游市场营销对于政府部门或旅游发展企业来说显得更为关键。本文以越南高平省作为研究对象,结合市场营销相关理论,首先在分析高平旅游市场发展现状的情况下,剖析了当前高平旅游在市场开拓过程中存在的相关问题,研究发现：目前,高平在旅游市场开拓中存在市场定位不清晰、旅游产品(或服务)类型较单一、旅游市场定价机制欠灵活、营销渠道建设相对落后、旅游发展企业促销动力不足等问题；其次,本文结合市场细分、市场定位、旅游目的地等理论,提出了高平旅游目标市场的定位,即高平旅游未来应该根据目标游客细分市场需求,将高平旅游市场打造成为观光休闲旅游目的地、红色革命旅游目的地、乡村民俗体验旅游目的地,并提出了“畅游山水高平”、“瞻仰红色高平”和“体验风情高平”的品牌形象宣传口号；再次,本文分别从高平旅游市场产品供应、定价机制、渠道建设和促销方式,有针对性提出相关发展建议；最后,本文从政策、组织、资金、品牌和人才角度,提出了相关保障措施,以确保高平省能有效落实定位目标,进一步开拓区域旅游市场。
[Abstract]:In recent years, with the increase of Vietnam's domestic economic growth and opening to the outside world, Vietnam's domestic tourism market has also obtained a rare opportunity for development. Both domestic and international tourists have steadily increased their consumption in the tourist market of Vietnam, and the tourist market of Vietnam has shown a good trend of steady growth. However, on the other hand, the competition in Vietnam's domestic tourism market is becoming increasingly fierce, and tourism marketing is more critical for government departments or tourism development enterprises. In this paper, Gao Ping province in Vietnam as the research object, combined with the marketing theory, first of all, under the analysis of the current situation of Gao Ping tourism market development, analyzed the current Gao Ping tourism in the process of market development in the relevant problems. It is found that at present, the market orientation of Gao Ping is not clear, the type of tourism products (or services) is single, the pricing mechanism of tourism market is not flexible, and the construction of marketing channels is relatively backward. Secondly, based on the theories of market segmentation, market positioning and tourism destination, this paper puts forward the positioning of Gao Ping tourism target market. That is, the future of Gao Ping tourism should be based on the market demand of target tourists, and make the Gao Ping tourism market into tourist and leisure tourism destination, red revolution tourism destination, rural folk customs experience tourism destination. And put forward the brand image propaganda slogan of "enjoy the scenery Gao Ping", "pay attention to the red Gao Ping" and "experience the amorous feelings Gao Ping". Thirdly, this article separately from the Gao Ping tourism market product supply, the pricing mechanism, the channel construction and the promotion way, Finally, this paper puts forward the relevant safeguard measures from the perspective of policy, organization, capital, brand and talent to ensure that the Gao Ping province can effectively implement the positioning goals and further develop the regional tourism market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F593.33

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