天津休闲观光农业营销策略研究

发布时间：2018-05-18 22:12

本文选题：休闲观光农业 + 观光园　；参考：《天津大学》2015年硕士论文

【摘要】：随着天津城市经济的快速发展、城乡一体化进程的不断加快、城市基础设施的快速提升以及人民生活方式的逐步转变,休闲观光农业迎来了重大发展机遇,具有巨大的市场潜力。目前天津休闲观光农业的发展模式呈现多种模式,其中主要模式包括以下几个方面:休闲度假模式,主要是一些大企业投入;村落产业模式,主要是村庄集体投资或当地政府投资;观光休闲模式,主要是村民合作社投入;家庭农家乐模式,主要是农户投入;体验娱乐模式,主要是社会资本投入。但是与此同时天津休闲观光农业的发展却存在着发展雷同、市场定位不明、资金投入不足、专业性人才缺乏、政策缺位、宣传意识有待提高等问题,本文针对这些问题从产品、价格、渠道、促销四个方面设计了相应的营销策略。在产品策略上,天津休闲观光农业应该扩展观光园的产品组合,积极打造观光园的优势产品;在价格策略上,天津休闲观光农业应该根据不同的季节和不同的市场,开展分级定价、高位定价;在渠道策略上,天津休闲观光农业可以积极开展网络直销与连锁经营;在促销策略上,天津休闲观光农业应该积极开展绿色促销,联合多方资源开展联合促销等。最后从企业管理的其他角度,本文进一步提出天津休闲观光农业的服务管理工作必须标准化,提高从业人员素质、积极争取外部资源等保障措施。
[Abstract]:With the rapid development of Tianjin's urban economy, the accelerating process of urban-rural integration, the rapid upgrading of urban infrastructure and the gradual transformation of people's way of life, leisure and sightseeing agriculture has ushered in great opportunities for development. There is great market potential. At present, the development mode of Tianjin leisure and sightseeing agriculture presents a variety of models, among which the main models include the following aspects: leisure vacation mode, mainly some large enterprise investment; village industry model, It is mainly village collective investment or local government investment; sightseeing and leisure mode, mainly villager cooperative investment; family farm happy mode, mainly farmer household investment; experience recreation mode, mainly social capital investment. However, at the same time, the development of leisure and sightseeing agriculture in Tianjin has many problems, such as the same development, unclear market position, insufficient capital investment, lack of professional talents, lack of policy, awareness of propaganda and so on. Price, channel, promotion four aspects of the design of the corresponding marketing strategy. In terms of product strategy, Tianjin's leisure and sightseeing agriculture should expand its product mix and actively build its superior products. In terms of price strategy, Tianjin's leisure and sightseeing agriculture should be based on different seasons and different markets. In terms of channel strategy, Tianjin leisure and sightseeing agriculture can actively carry out direct marketing and chain operation on the network; in terms of promotion strategy, Tianjin leisure tourism agriculture should actively carry out green promotion. Joint multi-party resources to carry out joint promotion and so on. Finally, from other aspects of enterprise management, this paper further proposes that the service management of leisure and sightseeing agriculture in Tianjin must be standardized, improve the quality of employees, and actively strive for external resources and other safeguard measures.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.4

【参考文献】