四川TS文旅集团营销策略研究

发布时间：2018-03-26 21:31

本文选题：四川TS文旅集团　切入点：佛教文化　出处：《四川师范大学》2015年硕士论文

【摘要】：随着改革开放的不断推进,我国的综合实力大幅提升,旅游业正处在一个蓬勃发展的时期,人们对旅游的诉求达到了空前的高度。在这样的大环境下,旅游业已经成为各地政府、企业投资建设的重要领域。四川TS文旅集团正是在此背景下成立的一个地方性国有独资旅游开发企业。该企业成立于2008年10月,整合了遂宁市城区范围内最重要的旅游资源,主要目标是将遂宁市打造成中国西南地区知名的旅游度假目的地。在市场经济的作用下,全国各地各类景区充分利用市场原则,对各自的产品加强包装宣传,手段方法层出不穷,无所不用其极。作为一个新兴的以佛教文化资源为核心的景区如何能够在竞争激烈的市场上抓住转眼即逝的机会,站稳脚跟,稳步发展,是一个非常重要的命题。因此,论文选题具有重要意义。笔者在该企业任职多年,轮换多个岗位,对企业运营情况较为清楚。通过各项数据的分析,发现在运营过程中企业的市场营销功能没有充分发挥。本文试图通过对企业自身资源分析、问卷调查、客源市场分析、游客特征分析等手段,充分了解目标市场的行为特征,并运用SWOT态势分析法,明确自身的优劣势,对自身进行准确定位,从而制定出相应的市场营销策略,以营销为龙头为企业的运营发展梳理出明确的线路。同时也希望通过本文的研究,对同类型的企业、景区的运营具有一定的借鉴意义。
[Abstract]:With the continuous promotion of reform and opening up, the comprehensive strength of our country has been greatly enhanced, and the tourism industry is in a period of vigorous development, and people's demands on tourism have reached an unprecedented height. Tourism has become an important area of investment and construction for local governments and enterprises. Sichuan TS Tours Group established a local state-owned tourism development enterprise in this context. The enterprise was established in October 2008. It has integrated the most important tourist resources in the urban area of Suining, with the main goal of turning Suining into a famous tourist resort destination in southwest China. Under the influence of the market economy, all kinds of scenic spots throughout the country make full use of market principles. To strengthen packaging publicity for their respective products, the means and methods emerge in endlessly, without any means. As a newly emerging scenic spot with Buddhist cultural resources as its core, how can the scenic spots, as a new type of scenic spot with Buddhist cultural resources as the core, seize the opportunity of passing in an instant and stand firm in a competitive market? Steady development, is a very important proposition. Therefore, the thesis topic is of great significance. The author has worked in the enterprise for many years, rotates many posts, and has a clear understanding of the operation of the enterprise. Through the analysis of various data, It is found that the marketing function of the enterprise is not fully developed in the course of operation. This paper attempts to fully understand the behavioral characteristics of the target market through the analysis of the enterprise's own resources, questionnaires, tourist market analysis, tourist characteristics, etc. And using the SWOT situation analysis method, the advantages and disadvantages of their own advantages and disadvantages are defined, and the accurate positioning of their own, so as to formulate the corresponding marketing strategy. At the same time, it is hoped that through the research of this paper, it will have some reference significance for the operation of the same type of enterprises and scenic spots.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F592.6

【参考文献】