乌审旗旅游产业营销战略研究
发布时间：2018-09-01 10:04
【摘要】：旅游产业由于具有较高的就业乘数效应和经济乘数效应，已成为推动一个国家或地区经济发展的主要动力。国家经济体制改革不断深入，发展旅游产业也就成为各地区、各级政府调整产业结构的重大举措。随着旅游市场的日渐成熟以及竞争的日益加剧，各地纷纷挖掘旅游资源来发展地区旅游，旅游营销已成为旅游业经营管理的一个现实而重要的研究领域，应得到相关学者及利益相关者的重视。 乌审旗位于内蒙古鄂尔多斯市西南部，地处毛乌素沙漠腹地，南面与产煤大省陕西接壤，西面和天然气化工基地宁夏为邻，区位优势显著。乌审旗是煤炭、天然气、天然碱、方沸石等自然资源的富集区域。2012年，乌审旗地区生产总值达322.7亿元，财政收入30.01亿元，经济发展迅速。乌审旗历史文化源远流长，“鄂尔多斯（河套）人”在这里繁衍生息，并孕育了举世闻名的“萨拉乌苏文化”，蒙古族的民族风情与宗教祭祀礼仪在这里得到了比较好的传承，是“独贵龙”运动的策源地，也是内蒙古最早的革命根据地和解放区之一。乌审旗目前的经济发展以资源型产业为主，政府对产业结构的优化调整为第三产业的发展带来了春天，旅游业发展迅速。但由于自然、历史等原因，乌审旗旅游发展的制约因素还有很多，造成旅游业对第三产业和国民经济发展的贡献率还相对较小，旅游业开发还有极大的提升空间。近年来，乌审旗政府积极调整发展战略，旅游业史无前例地与工业、农牧业等传统产业并驾齐驱被提上议事日程。因此，进行相应的旅游产业营销战略研究也就变得更加迫在眉睫。 本文综合运用市场营销、战略管理等专业知识，深入研究旅游产业营销战略的相关理论，，在认真分析乌审旗旅游资源现状及旅游产业当前发展所存在困难和问题的基础上，结合先进地区的发展经验，制定乌审旗发展旅游产业的营销战略，并提出具体的营销策略创新，以期为乌审旗旅游产业的发展提供参考，从而进一步为当地产业结构调整提供借鉴。
[Abstract]:Because of its high employment multiplier effect and economic multiplier effect, tourism industry has become the main driving force to promote the economic development of a country or region. With the deepening of the reform of national economic system, the development of tourism industry has become an important measure for governments at all levels to adjust their industrial structure. With the development of tourism market and competition, tourism marketing has become a realistic and important research field of tourism management. Should be concerned with the attention of scholars and stakeholders. Wushen Banner is located in the southwest of Ordos City, Inner Mongolia, located in the hinterland of Maowusu Desert, bordering Shaanxi Province, a big coal-producing province in the south, and Ningxia, a natural gas chemical industry base, in the west. Wushenqi is a rich area of natural resources, such as coal, natural gas, natural alkali and alpinite. In 2012, the gross domestic product of Wushenqi region reached 32.27 billion yuan, and the fiscal revenue was 3.001 billion yuan, and the economy developed rapidly. The history and culture of Wushen Banner have a long history. "Ordos (Hetao) people" multiply here and breed the world-famous "Saravusu Culture." the Mongolian ethnic customs and religious sacrificial rites have been better passed on here. It is the birthplace of the "solitary Dragon" movement, and one of the earliest revolutionary base areas and liberated areas in Inner Mongolia. At present, the economic development of Ushen Banner is mainly based on resource-based industry. The government's optimization and adjustment of industrial structure bring spring to the development of the tertiary industry, and the tourism industry develops rapidly. However, due to natural, historical and other reasons, there are still many constraints on the development of tourism in Wuheng Banner, resulting in a relatively small contribution rate of tourism to the tertiary industry and the development of the national economy, and there is great room for improvement in the development of tourism. In recent years, the government of Ushenqi has actively adjusted its development strategy, and the tourism industry has been put on the agenda as unprecedented as traditional industries such as industry, agriculture and animal husbandry. Therefore, the corresponding tourism industry marketing strategy research has become more urgent. Based on the analysis of the present situation of tourism resources and the difficulties and problems existing in the current development of the tourism industry, this paper makes a thorough study of the relevant theories of the tourism industry marketing strategy by using the specialized knowledge of marketing and strategic management, and analyzes the present situation of the tourism resources and the current development of the tourism industry. Combined with the development experience of the advanced regions, the paper formulates the marketing strategy of developing the tourism industry in Wushen Banner, and puts forward concrete marketing strategy innovation in order to provide reference for the development of the tourism industry in Wuheng Banner. Thus further for the local industrial structure adjustment to provide reference.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
本文编号：2216862
[Abstract]:Because of its high employment multiplier effect and economic multiplier effect, tourism industry has become the main driving force to promote the economic development of a country or region. With the deepening of the reform of national economic system, the development of tourism industry has become an important measure for governments at all levels to adjust their industrial structure. With the development of tourism market and competition, tourism marketing has become a realistic and important research field of tourism management. Should be concerned with the attention of scholars and stakeholders. Wushen Banner is located in the southwest of Ordos City, Inner Mongolia, located in the hinterland of Maowusu Desert, bordering Shaanxi Province, a big coal-producing province in the south, and Ningxia, a natural gas chemical industry base, in the west. Wushenqi is a rich area of natural resources, such as coal, natural gas, natural alkali and alpinite. In 2012, the gross domestic product of Wushenqi region reached 32.27 billion yuan, and the fiscal revenue was 3.001 billion yuan, and the economy developed rapidly. The history and culture of Wushen Banner have a long history. "Ordos (Hetao) people" multiply here and breed the world-famous "Saravusu Culture." the Mongolian ethnic customs and religious sacrificial rites have been better passed on here. It is the birthplace of the "solitary Dragon" movement, and one of the earliest revolutionary base areas and liberated areas in Inner Mongolia. At present, the economic development of Ushen Banner is mainly based on resource-based industry. The government's optimization and adjustment of industrial structure bring spring to the development of the tertiary industry, and the tourism industry develops rapidly. However, due to natural, historical and other reasons, there are still many constraints on the development of tourism in Wuheng Banner, resulting in a relatively small contribution rate of tourism to the tertiary industry and the development of the national economy, and there is great room for improvement in the development of tourism. In recent years, the government of Ushenqi has actively adjusted its development strategy, and the tourism industry has been put on the agenda as unprecedented as traditional industries such as industry, agriculture and animal husbandry. Therefore, the corresponding tourism industry marketing strategy research has become more urgent. Based on the analysis of the present situation of tourism resources and the difficulties and problems existing in the current development of the tourism industry, this paper makes a thorough study of the relevant theories of the tourism industry marketing strategy by using the specialized knowledge of marketing and strategic management, and analyzes the present situation of the tourism resources and the current development of the tourism industry. Combined with the development experience of the advanced regions, the paper formulates the marketing strategy of developing the tourism industry in Wushen Banner, and puts forward concrete marketing strategy innovation in order to provide reference for the development of the tourism industry in Wuheng Banner. Thus further for the local industrial structure adjustment to provide reference.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
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