黄山九龙瀑旅游公司旅游目标市场与营销策略改进研究

发布时间：2019-03-27 08:20

【摘要】：十八大报告提出了努力建设美丽中国,指出要着力构建现代产业发展新体系,推动服务业特别是现代服务业发展壮大。随着《国务院关于加快发展旅游业的意见》和《中华人民共和国旅游法》等一系列重大战略性决策和法律法规的出台,我国旅游业将进入新的发展阶段。旅游企业作为旅游市场主体,既迎来了黄金发展机遇,也面临着日益激烈的竞争。在激烈的市场竞争中,旅游企业如何针对性地开发产品,满足旅游消费者日益多元化的需求,提升市场竞争力,从而摆脱对门票经济的严重依赖,具有重要的研究意义。黄山市作为安徽省旅游业发展的核心地区,面临发展的机遇更加突出。黄山九龙瀑景区地处黄山市黄山区汤口镇山岔村,与黄山风景名胜区一脉相承、山水相依,属于黄山风景名胜区的一部分。九龙瀑景区所在的村民组村民组建自己的公司,抓住黄山旅游发展的机遇和独特的资源优势发展旅游,将景区发展成为黄山市重点旅游景点、国家4A级景区。黄山九龙瀑旅游服务有限公司在开发和经营管理景区的过程中,有效促进了景区所在镇村区域生态环境的保护和经济发展,改善了村民的生活条件,但也面临着旅游产品单一、销售渠道狭窄以及旅游消费水平低等实际问题,阻碍了景区旅游业的长远发展。为此,本文在旅游社会营销观念的指导下,运用市场营销学、旅游管理等理论知识,对景区旅游客源市场进行了细分,在此基础上明确了目标市场的选择与定位,最后运用传统的“4P”模型从旅游产品、定价、渠道、促销提出针对性的组合营销策略,提出实施保障措施的建议。
[Abstract]:The report of the 18th National Congress put forward efforts to build a beautiful China, and pointed out that it is necessary to build a new system for the development of modern industries and promote the development of the service industry, especially the modern service industry. With the introduction of a series of important strategic decisions, laws and regulations, such as the opinions of the State Council on speeding up the development of tourism and the Tourism Law of the people's Republic of China, China's tourism industry will enter a new stage of development. As the main body of tourism market, tourism enterprises not only ushered in golden development opportunities, but also faced increasingly fierce competition. In the fierce market competition, it is of great significance for tourism enterprises to develop their products pertinently, to meet the increasingly diversified needs of tourism consumers, to enhance the market competitiveness, and to get rid of the serious dependence on ticket economy. Huangshan City, as the core area of tourism development in Anhui Province, is faced with more outstanding opportunities for development. Huangshan Jiulong falls scenic spot is located in Huangshan mountain area Tang Kou Zhen Shancha village, with the Huangshan scenic spot one line, the landscape is dependent, belongs to the Huangshan scenic spot part. The villagers of Jiulong Waterfall Scenic area set up their own company, seized the opportunity of Huangshan tourism development and unique resource advantage to develop tourism, and developed the scenic spot into a key tourist attraction of Huangshan City, a national class 4A scenic spot. Huangshan Kowloon Waterfall Tourism Services Co., Ltd., in the process of developing and managing scenic spots, has effectively promoted the protection and economic development of the ecological environment in the towns and villages where the scenic spots are located, and improved the living conditions of the villagers, but also faced with a single tourism product. The narrow sales channels and the low level of tourism consumption hinder the long-term development of tourism. Therefore, under the guidance of the concept of tourism social marketing, this paper makes use of the theory of marketing, tourism management and other theoretical knowledge to subdivide the tourist source market of scenic spots, and on this basis, makes clear the choice and orientation of the target market. Finally, the traditional "4p" model is used to put forward targeted combined marketing strategies from tourism products, pricing, channels and promotions, and put forward suggestions for implementing safeguard measures.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274

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