上海市乡村旅游品牌营销研究

发布时间：2018-05-31 18:33

本文选题：上海市 + 乡村旅游　；参考：《华东师范大学》2009年硕士论文

【摘要】： 随着工业化和城市化进程的加快,乡村旅游应运产生并快速发展。20世纪80年代后期,乡村旅游在我国快速发展。尤其是国家旅游局确定2006年全国旅游宣传主题为“2006中国乡村游”和2007年为“中国城乡和谐游”,乡村旅游的发展已受到国家的高度重视,也给乡村旅游的发展提供了好的发展契机。近年来乡村旅游在上海郊区县也是遍地开花,乡村旅游地之间的竞争也越来越激烈。乡村旅游业的大发展对乡村旅游管理与运作也提出了更高的要求,但上海市乡村旅游在发展的过程中存在产品同质化现象严重、品牌意识缺乏、品牌营销实施主体不明确、市场竞争混乱、品牌营销观念落后、促销手段单一等方面的问题。因此,品牌营销在乡村旅游业营销中作用举足轻重,乡村旅游地品牌营销实施显得迫切重要。本文通过阅读大量的文献资料,在借鉴其他产品品牌营销的经验基础上对上海市乡村旅游品牌营销进行了分析;并利用实证分析法对前卫村和法国乡村旅游品牌营销进行了分析,借鉴其成功经验对上海市乡村旅游品牌营销提出针对性的建议和对策。全文内容如下: 第一章阐述品牌、品牌营销和乡村旅游的基本概念和一般理论,介绍了国内外的最新进展状况。第二章分析了上海市乡村旅游的现状和上海市乡村旅游目前处于的阶段,并诊断出了现阶段上海市乡村旅游品牌营销存在的问题。第三章针对品牌营销的战略框架进行详细的阐述,提出了乡村旅游品牌营销每一步应注意的问题,重点分析了上海市乡村旅游品牌营销的定位和细分市场选择、乡村旅游产品的设计、乡村旅游品牌的传播与传播营销手段以及乡村旅游品牌管理等方面;对前卫村和法国乡村旅游品牌营销进行了分析,根据其成功经验得出了对上海市乡村旅游发展的启示。第四章根据上海市乡村旅游品牌营销存在的问题,借鉴其它行业品牌营销的经验,针对乡村旅游的特点运用相关理论对上海市村旅游品牌营销的定位和目标市场分析、传播、管理提出了针对性的对策和建议。
[Abstract]:With the acceleration of industrialization and urbanization, rural tourism has developed rapidly in China in the late 1980s. In particular, the National Tourism Administration has decided that the theme of national tourism publicity in 2006 is "2006 China Rural Tour" and "China Urban-Rural harmonious Tour" in 2007. The development of rural tourism has been attached great importance to by the state. It also provides a good opportunity for the development of rural tourism. In recent years, rural tourism has blossomed everywhere in suburban counties of Shanghai, and the competition between rural tourist destinations is becoming more and more fierce. The great development of rural tourism also puts forward higher requirements for the management and operation of rural tourism. However, in the process of development of rural tourism in Shanghai, the phenomenon of product homogeneity is serious, the brand awareness is lacking, and the main body of brand marketing is not clear. Market competition confusion, brand marketing concept backward, promotion means single and other aspects of the problem. Therefore, brand marketing plays an important role in rural tourism marketing. By reading a lot of literature, this paper analyzes the brand marketing of rural tourism in Shanghai based on the experience of other brand marketing. The paper also analyzes the brand marketing of vanguard villages and French rural tourism by using the empirical analysis method, and puts forward some suggestions and countermeasures for the rural tourism brand marketing in Shanghai based on its successful experience. The text reads as follows: The first chapter describes the basic concepts and general theories of brand, brand marketing and rural tourism, and introduces the latest progress at home and abroad. The second chapter analyzes the current situation of rural tourism in Shanghai and the current stage of rural tourism in Shanghai, and diagnoses the problems existing in brand marketing of rural tourism in Shanghai at this stage. The third chapter elaborates the strategic framework of brand marketing in detail, puts forward the problems that should be paid attention to in every step of rural tourism brand marketing, and focuses on the analysis of the positioning and market segmentation of rural tourism brand marketing in Shanghai. The design of rural tourism products, the dissemination and marketing means of rural tourism brand, and the management of rural tourism brand, etc., the analysis of vanguard village and French rural tourism brand marketing, According to its successful experience, the enlightenment to the development of rural tourism in Shanghai is obtained. According to the problems existing in the brand marketing of rural tourism in Shanghai, the fourth chapter uses the experience of brand marketing of other industries for reference, and applies relevant theories to analyze and spread the positioning and target market of the brand marketing of village tourism in Shanghai, aiming at the characteristics of rural tourism. The management puts forward some countermeasures and suggestions.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7

【引证文献】