南安市观光农业发展对策研究

发布时间：2018-01-10 20:03

本文关键词：南安市观光农业发展对策研究　出处：《华侨大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的飞速发展,我国的城市化进程日益加快,人们在享受城市文明时也“沐浴”在工业化产生的城市污染中,同时人们的生活越来越紧张,为了满足人们暂时远离污染和喧嚣、减轻生活压力等需求,观光农业旅游应运而生。观光农业旅游作为一种新兴的旅游产业,能够满足人们回归自然的休闲需求,得到了大家的一致好评,发展也非常迅速。在各地发展的观光农业旅游中,南安市作为其中之一,暴露出这一产业发展的一些问题,如市场营销策略滞后、产品缺乏特色、专业人才缺乏、品牌塑造不够、基础设施配套不完善等等。这些问题制约着南安市观光农业的发展,使其无法发挥竞争优势。本文正是基于此背景,探索南安市观光农业的现状、存在问题及发展对策研究。本文紧扣题目内容,运用定量分析与定性研究相结合的方法,通过问卷调查收集南安市观光农业旅游市场的客源结构、市场需求、旅游动机等现状,并结合国内外研究方法和理论进行统计分析。运用ASEB栅格分析法分析得出南安市观光农业发展存在市场营销策略滞后、产品缺乏特色、专业人才缺乏、品牌塑造不够、基础设施配套不完善五个主要问题。然后,以“闽丰葡萄生态园”为例,从宏观和微观方面分析其概况,介绍其主要做法,从中得出多方面的启示。通过对南安市观光农业的全面调查分析,提出了能促使其发展的五点对策。首先采用新型营销与传统营销策略相结合的营销策略,并通过针对性和灵活性来优化营销模式,提高市场营销能力。其次,建议根据南安市资源分布情况划分为丘陵地区、水网地区和城郊地区来发展各具特色的观光农业,希望能解决产品同质化的问题。同时,提出提高从业人员素质,注重宣传打造品牌,加快基础设施建设等对策建议。
[Abstract]:With the rapid development of economy, the process of China's city is accelerating, people bathed in the city enjoy the civilization in the city industrial pollution at the same time, people's life becomes more and more intense, in order to meet the people away from the noise and pollution, reduce the life pressure and other needs, tourism agriculture, tourism agriculture came into being. Tourism as a new tourism industry, to meet the leisure needs of the people to return to nature, you get the praise, the development is very rapid. Throughout the development of sightseeing agricultural tourism in Nanan City, as one of them, exposed some problems the development of the industry, such as the lag of marketing strategy, product lack of features and the lack of professional talent, brand building is not enough, the infrastructure is not perfect and so on. These problems restrict the development of sightseeing agriculture in Nanan City, making it impossible to play a competitive advantage. Potential. This article is based on this background, to explore the status quo of sightseeing agriculture in Nanan City, the existing problems and development countermeasure research. This paper focuses on the topic content, using the method of quantitative analysis and qualitative research, market structure, market of tourism agriculture in Nanan city were collected through a questionnaire survey of the status of the tourism market demand, motivation, and statistical analysis combined with the theory and method of research at home and abroad. Using the method of ASEB analysis of the development of sightseeing agriculture in Nanan city has lagged behind the market marketing strategy, the lack of product characteristics, the lack of professional talent, brand building is not enough, the infrastructure is not perfect five major problems. Then, the "Fujian Feng grape ecological garden" as an example. Analysis of the situation from the macro and micro aspects, introduces its main approach, draw many inspirations from it. Through the analysis of the comprehensive survey of sightseeing agriculture in Nanan City, put forward to promote Five countermeasures to its development. Firstly, the combination of new marketing and traditional marketing strategy marketing strategy, and through the pertinence and flexibility to optimize marketing mode, improve marketing ability. Secondly, according to the Nanan municipal proposed resource distribution is divided into hilly area, water area and suburban sightseeing agriculture net area to develop distinctive the hope can solve the product homogenization problem. At the same time, put forward to improve the quality of employees, pay attention to publicity brand, accelerate infrastructure construction and other countermeasures.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.4

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