S旅游度假区旅游营销策略研究
发布时间：2018-09-06 16:53
【摘要】：随着国民经济的快速发展,旅游业也得到了巨大的发展,旅游人数迅速增加,随之而来的旅游收入也增长迅速,旅游业已成为我国发展最快、最具活力的新兴产业和经济增长点之一。作为旅游营销中的新理论,旅游目的地营销是整合旅游地区所有与旅游相关的企业、组织、景点进行“打包”营销。今后旅游目的地营销的重点是把营销理结合旅游地区实际情况来开展。S旅游度假区是一个以政府来主导经营的旅游企业,面临着市场化企业‘经济利益”与政策型企业“社会责任”的双重发展任务,作为以红色旅游为主的度假区,其旅游业的发展面临着诸多的机遇和挑战,需要科学有效的营销对策进行指导。本文主要是运用SWOT分析法对S旅游度假区的营销现状及其环境进行分析,找出S旅游度假区目前存在的优势、劣势、机遇与挑战,然后在这个基础上,使用STP战略理论对S旅游度假区进行市场细分、目标市场的选择及市场定位。结论认为,在成功创建国家AAAAA级旅游景区后,通过3-5年的时间,以国际化标准强化旅游区特色主题,在完善旅游区旅游度假服务设施的基础上,不断提升旅游区旅游服务品质,最终把S旅游度假区建设成为国际上有影响、国内一流的江南休闲度假旅游区。
[Abstract]:With the rapid development of the national economy, the tourism industry has also got a huge development, the number of tourism has increased rapidly, and the accompanying tourism income has also increased rapidly. Tourism has become the fastest developing country in China. One of the most dynamic emerging industries and economic growth. As a new theory in tourism marketing, tourism destination marketing is the integration of all tourism-related enterprises, organizations and scenic spots to "package" marketing. In the future, the key point of tourism destination marketing is to combine the marketing theory with the actual situation in the tourist region to develop .S tourist resort, which is a tourism enterprise with the government to lead the operation. Faced with the dual development task of market-oriented enterprises' economic interests' and policy-oriented enterprises' social responsibility, as a resort area dominated by red tourism, the development of its tourism industry faces many opportunities and challenges. Need scientific and effective marketing countermeasures to guide. This paper mainly uses SWOT analysis method to analyze the marketing situation and environment of S tourist resort, find out the strengths, weaknesses, opportunities and challenges of S tourist resort, and then on this basis, Using STP strategy theory, the market segmentation, target market selection and market positioning of S tourist resort are carried out. The conclusion is that after the successful establishment of the national AAAAA grade tourist attractions, through 3-5 years' time, the characteristic themes of the tourist areas should be strengthened according to the international standards, and on the basis of perfecting the tourist vacation service facilities in the tourist areas, the quality of tourism services in the tourist areas will be continuously improved. Finally, S tourist resort will be built into an internationally influential, domestic first-class Jiangnan leisure resort.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
，
本文编号：2226963
[Abstract]:With the rapid development of the national economy, the tourism industry has also got a huge development, the number of tourism has increased rapidly, and the accompanying tourism income has also increased rapidly. Tourism has become the fastest developing country in China. One of the most dynamic emerging industries and economic growth. As a new theory in tourism marketing, tourism destination marketing is the integration of all tourism-related enterprises, organizations and scenic spots to "package" marketing. In the future, the key point of tourism destination marketing is to combine the marketing theory with the actual situation in the tourist region to develop .S tourist resort, which is a tourism enterprise with the government to lead the operation. Faced with the dual development task of market-oriented enterprises' economic interests' and policy-oriented enterprises' social responsibility, as a resort area dominated by red tourism, the development of its tourism industry faces many opportunities and challenges. Need scientific and effective marketing countermeasures to guide. This paper mainly uses SWOT analysis method to analyze the marketing situation and environment of S tourist resort, find out the strengths, weaknesses, opportunities and challenges of S tourist resort, and then on this basis, Using STP strategy theory, the market segmentation, target market selection and market positioning of S tourist resort are carried out. The conclusion is that after the successful establishment of the national AAAAA grade tourist attractions, through 3-5 years' time, the characteristic themes of the tourist areas should be strengthened according to the international standards, and on the basis of perfecting the tourist vacation service facilities in the tourist areas, the quality of tourism services in the tourist areas will be continuously improved. Finally, S tourist resort will be built into an internationally influential, domestic first-class Jiangnan leisure resort.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
，
本文编号：2226963
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