和道源生态酒店营销策略研究

发布时间：2018-01-30 23:15

本文关键词： 和道源休闲农业环境营销　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着我国国民经济的发展和人民生活水平的提高,国内旅游和普通民众的休闲娱乐需求出现明显的增长趋势。这一改变给服务行业特别是休闲农业的发展带来了极大的机会,各种类型的休闲农业企业在全国各地迅速发展,市场竞争异常激烈。面对国内旅游的增长和国民休闲娱乐需求增加的市场机会与激烈的市场竞争,作为休闲农业重要组成部分的中、小型休闲农业企业,如何有效利用这一机会,在激烈的市场竞争中立于不败之地,成为企业市场营销的一个重要研究课题。本文对和道源生态酒店的市场营销战略问题进行研究。从休闲农业行业的特征和市场宏观环境分析出发,在分析和道源生态酒店的经营现状、存在问题和市场竞争环境状况的基础上,采用SWOT分析法分析了和道源生态酒店的优势、劣势、机会、威胁,提出了和道源生态酒店的营销战略目标,并采用系统分析法,分析了实现该战略目标的措施组合,由此,提出了和道源生态酒店市场营销战略规划,并对相应战略的实施策略和保障措施给出了建议。本文以市场环境及市场需求为导向,结合和道源生态酒店的实际状况与能力,探索了中、小型休闲农业企业的市场营销战略与策略,对于我国中、小型休闲农业企业的营销战略管理工作具有一定的借鉴作用。
[Abstract]:With the development of our national economy and the improvement of people's living standard. The domestic tourism and the ordinary people's leisure and entertainment demand appears the obvious growth trend, this change has brought the enormous opportunity to the service industry, especially the leisure agriculture development. Various types of leisure agricultural enterprises in the rapid development of the country, the market competition is extremely fierce. In the face of the growth of domestic tourism and the increasing demand for leisure and entertainment, the market opportunities and fierce market competition. As an important part of leisure agriculture, small leisure agricultural enterprises, how to effectively use this opportunity, in the fierce market competition in an invincible position, has become an important research topic of enterprise marketing. This paper studies the marketing strategy of Daoyuan Eco Hotel. Based on the analysis of the characteristics of leisure agriculture industry and market macro environment, this paper analyzes the current situation of Eco Hotel. On the basis of existing problems and market competitive environment, this paper analyzes the strengths, weaknesses, opportunities and threats of Eco Hotel by using SWOT analysis, and puts forward the marketing strategic objectives of Eco Hotel. The combination of measures to achieve the strategic goal is analyzed by using system analysis method, and the marketing strategy planning of Eco Hotel is put forward, and the corresponding strategies and guarantee measures are proposed. Based on the market environment and market demand, combined with the actual situation and capability of Eco Hotel, this paper explores the marketing strategies and strategies of small and medium-sized leisure agricultural enterprises in China. The marketing strategy management of small leisure agricultural enterprises has certain reference function.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

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