长春文化国际旅行社美食主题旅游产品营销策略研究
发布时间：2018-11-09 21:32
【摘要】：随着经济水平的不断提升以及人们消费水平的提高，更加注重个性化与定制化的主题旅游逐步兴起。目前消费者对旅游产品的需求正在向着高层级发展，普遍追求一种有主题、更深层次旅游体验。但是，目前大部分旅游公司仍然没有注意到如今消费者心理的变化趋势，开发的旅游产品单一，无法提供专门化的定制服务，这就导致了目前旅游市场上的个性化、主题化旅游产品较少，很难满足消费者的需求。同时，主题旅游产品缺乏对市场需求数据的分析，无论是主题旅游产品的开发还是营销策略都存在着很大的局限性。 基于上述情况，本研究以长春文化国际旅行社为基点来分析目前旅游业以及主题旅游产品的开发与销售现状，并且进一步探讨美食主题旅游产品的市场机会。本研究首先简要介绍了目前国内外关于旅游产品、主题旅游产品的概念、分类等一些相关理论与研究现状。同时，简单概述了目前关于主题旅游营销策略的一些研究现状与营销理论，这些理论为本研究所探讨的长春文化国际旅行社美食主题旅游产品的营销策略提供了理论依据与借鉴。之后对我国的主题旅游产品市场进行了分析，，分别对我国旅游业市场的发展现状、存在问题以及未来趋势进行了分析，还借助调查问卷的数据对我国主题旅游产品市场的需求进行了分析，同时提出了我国主题旅游产品营销策略的现状与面临的困境。接下来，本研究又进一步分析了长春文化国际旅行社美食主题旅游产品的营销环境，阐述了长春文化国际旅行社的发展概况，对长春文化国际旅行社发展的内外部环境进行了概述，并结合自身的发展优劣势对其开发美食主题旅游产品进行了SWOT矩阵分析。 最后，根据SWOT分析结果以及问卷调研数据，对长春文化国际旅行社开发美食主题旅游产品进行了市场细分，为其确定了目标市场并进行市场定位。此外，本研究还分别从产品策略、定价策略、渠道策略以及促销策略四个方面结合主题旅游产品的定制化特点分别进行了分析，为长春文化国际旅行社进行美食主题旅游产品营销提供了借鉴。 通过分析研究不难得出结论，主题旅游市场存在着巨大的市场机会与发展空间，其中美食主题旅游产品的市场前景更是十分广阔。但是由于主题旅游产品的开发缺乏规范化管理，并且其营销策略也缺乏成熟的理论指导。目前大部分主题旅游产品的营销是简单的运用传统的促销手段达到宣传的目的，因此主题旅游产品以及美食主题旅游产品的未来营销策略亟待改进。 总之，在主题旅游业竞争日益激烈的今天，旅游企业要想占有一席之地，就必须改进主题旅游产品的营销策略，真正的运用好定制化营销在主题旅游产品以及美食主题旅游产品中的应用。本论文的研究既为长春文化国际旅行社开发美食主题旅游产品提供了一定的市场信息以及营销策略建议，同时为整个主题旅游行业的营销策略创新与改进提供了理论借鉴。
[Abstract]:With the continuous improvement of the economic level and the improvement of people's consumption level, the theme tourism, which is more focused on the individuation and customization, is gradually rising. At present, the demand of the consumer to the tourism product is developing towards the high-level level, and a theme and a deeper tourism experience are generally pursued. However, most of the tourism companies still haven't noticed the changing trend of the consumer's psychology nowadays, the development of the tourism products is single, the specialized customization service can not be provided, which leads to the individuation in the current tourism market, and the theme-oriented tourism products are less, it is difficult to satisfy the consumer's needs. At the same time, the subject tourism product lacks the analysis of the market demand data, whether the development of the subject tourism product or the marketing strategy has a great limitation. Based on the above, the present study is based on the Changchun Culture International Travel Service to analyze the current situation of the development and sales of the tourism and the theme tourism products, and to further explore the market of the food-themed tourism products. The first part of this study is to briefly introduce some relevant theories and research about the concept and classification of tourism products, theme and tourism products at home and abroad. At the same time, the present situation and the marketing theory of some research on the theme tourism marketing strategy are briefly introduced, which provide the theoretical basis for the marketing strategy of the tourism product of the international travel agency of Changchun, which is discussed by the Institute. This paper analyzes the present situation, problems and future trends of our country's tourism market, and analyses the demand of the Chinese theme tourism product market by means of the data of the questionnaire. At the same time, the present situation and the face of the marketing strategy of Chinese theme tourism products are put forward. Then, this study further analyzes the marketing environment of the tourism products of the international travel agency of Changchun, and expounds the development of the international travel agency of Changchun, and the internal and external environment of the development of the international travel agency of Changchun. In this paper, the SWOT matrix of the development of the food-themed tourism products is made based on the development and disadvantage. Finally, according to the results of the SWOT analysis and the survey data of the questionnaire, the market segment of the food-themed tourism products developed by the International Travel Agency of Changchun is divided into the target market and the target market. In addition, the study also analyzes the customized characteristics of the theme tourism products from the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy, respectively, and provides the tourism product marketing for the food of Changchun Culture International Travel Service. This paper provides a reference for reference. It is not difficult to draw a conclusion through the analysis and research that there is a great market opportunity and development space in the subject tourism market, in which the market of the food-themed tourism products The prospect is very broad, but the development of the subject tourism product lacks the standardized management, and its marketing strategy is also short At present, the marketing of most of the theme tourism products is to use the traditional promotion means to reach the purpose of propaganda, so the theme tourism products and the future of the food-themed tourism products The marketing strategies need to be improved. In general, in the event that the competition of the subject tourism is becoming more and more intense, the tourism enterprises should improve the marketing strategy of the subject tourism products, and the real use of the customized marketing in the subject tourism products and the beauty The research of this paper has provided some market information and marketing strategy suggestions for the development of the food-themed tourism products of Changchun Culture International Travel Service, and also created the marketing strategy for the whole theme tourism industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.6
本文编号：2321611
[Abstract]:With the continuous improvement of the economic level and the improvement of people's consumption level, the theme tourism, which is more focused on the individuation and customization, is gradually rising. At present, the demand of the consumer to the tourism product is developing towards the high-level level, and a theme and a deeper tourism experience are generally pursued. However, most of the tourism companies still haven't noticed the changing trend of the consumer's psychology nowadays, the development of the tourism products is single, the specialized customization service can not be provided, which leads to the individuation in the current tourism market, and the theme-oriented tourism products are less, it is difficult to satisfy the consumer's needs. At the same time, the subject tourism product lacks the analysis of the market demand data, whether the development of the subject tourism product or the marketing strategy has a great limitation. Based on the above, the present study is based on the Changchun Culture International Travel Service to analyze the current situation of the development and sales of the tourism and the theme tourism products, and to further explore the market of the food-themed tourism products. The first part of this study is to briefly introduce some relevant theories and research about the concept and classification of tourism products, theme and tourism products at home and abroad. At the same time, the present situation and the marketing theory of some research on the theme tourism marketing strategy are briefly introduced, which provide the theoretical basis for the marketing strategy of the tourism product of the international travel agency of Changchun, which is discussed by the Institute. This paper analyzes the present situation, problems and future trends of our country's tourism market, and analyses the demand of the Chinese theme tourism product market by means of the data of the questionnaire. At the same time, the present situation and the face of the marketing strategy of Chinese theme tourism products are put forward. Then, this study further analyzes the marketing environment of the tourism products of the international travel agency of Changchun, and expounds the development of the international travel agency of Changchun, and the internal and external environment of the development of the international travel agency of Changchun. In this paper, the SWOT matrix of the development of the food-themed tourism products is made based on the development and disadvantage. Finally, according to the results of the SWOT analysis and the survey data of the questionnaire, the market segment of the food-themed tourism products developed by the International Travel Agency of Changchun is divided into the target market and the target market. In addition, the study also analyzes the customized characteristics of the theme tourism products from the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy, respectively, and provides the tourism product marketing for the food of Changchun Culture International Travel Service. This paper provides a reference for reference. It is not difficult to draw a conclusion through the analysis and research that there is a great market opportunity and development space in the subject tourism market, in which the market of the food-themed tourism products The prospect is very broad, but the development of the subject tourism product lacks the standardized management, and its marketing strategy is also short At present, the marketing of most of the theme tourism products is to use the traditional promotion means to reach the purpose of propaganda, so the theme tourism products and the future of the food-themed tourism products The marketing strategies need to be improved. In general, in the event that the competition of the subject tourism is becoming more and more intense, the tourism enterprises should improve the marketing strategy of the subject tourism products, and the real use of the customized marketing in the subject tourism products and the beauty The research of this paper has provided some market information and marketing strategy suggestions for the development of the food-themed tourism products of Changchun Culture International Travel Service, and also created the marketing strategy for the whole theme tourism industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.6
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本文编号：2321611
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