基于STP理论的山东地下大峡谷精准营销策略研究

发布时间：2018-11-17 20:43

【摘要】：旅游需求日趋个性化对景区营销提出了更高的要求。互联网技术的进步为景区营销提供了新的营销工具和平台,便于景区低投入、高效率地实现更加符合旅游者需求的精准营销。山东地下大峡谷景区目前存在营销理念落后、忽视市场需求,营销渠道单一、过度依赖旅行社,营销策略传统、精确性不高等问题,实施精准营销是适应旅游者需求变化的需要,也是提高景区营销效率和科学性的需要。本文以山东地下大峡谷景区为研究对象,对其精准营销策略进行了初步探讨,希望为其营销实践提供一定的借鉴与参考,同时也作为将精准营销引入旅游景区管理的一种尝试。研究以实地调查和问卷调查为基础,通过对地下大峡谷景区的长达四个月的实地工作调研,在实践中获得对景区的客观认知和主观感知,收集了大量的一手资料和地下大峡谷景区10年的运营数据。之后通过447份有效问卷调查了地下大峡谷游客的各种信息,获得了较为全面的系统数据。文章基于STP和精准营销相关理论,建立了地下大峡谷景区精准营销概念模型,使用数据分析软件对问卷数据进行多元统计分析,实现了STP框架下对地下大峡谷景区客源市场的细分、选择目标市场和市场定位;细分景区产品和渠道,与学生族、个体族和白领族三类目标市场相对应,提出针对性强的精准营销策略,力图实现在正确的时机通过正确的渠道向正确的游客传递正确的信息,这也是精准营销的本质所在。
[Abstract]:Tourism demand is becoming more personalized to the scenic area marketing put forward higher requirements. The progress of Internet technology provides a new marketing tool and platform for scenic area marketing, which is convenient for the scenic area to achieve accurate marketing with low investment and high efficiency in line with the needs of tourists. At present, the underground Grand Canyon scenic spot in Shandong has some problems, such as backward marketing idea, ignoring market demand, single marketing channel, over-reliance on travel agency, traditional marketing strategy, low precision and so on. The implementation of precision marketing is not only to meet the needs of tourists, but also to improve the efficiency and scientific needs of scenic area marketing. Taking the underground Grand Canyon Scenic area in Shandong Province as the research object, this paper makes a preliminary discussion on its precision marketing strategy, hoping to provide some reference and reference for its marketing practice, and at the same time, as an attempt to introduce precision marketing into the management of tourist attractions. On the basis of field investigation and questionnaire survey, the study obtained objective cognition and subjective perception of the scenic spot through a four-month investigation on the underground Grand Canyon scenic spot. Collected a large number of primary data and underground Grand Canyon Scenic area operating data for 10 years. After that, the information of underground Grand Canyon tourists was investigated by 447 questionnaires, and the systematic data were obtained. Based on the theory of STP and precision marketing, the concept model of precision marketing in underground Grand Canyon Scenic area is established, and the data analysis software is used to analyze the questionnaire data. The subdivision of the underground Grand Canyon tourist market is realized under the framework of STP, and the target market and market positioning are selected. Subdividing the products and channels of scenic spots, corresponding to the target markets of students, individuals and white-collar families, puts forward targeted and accurate marketing strategies to achieve the correct information transmission to the right tourists through the right channels at the right time. This is the essence of precision marketing.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F592.6

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