郑州市亲子游产品的网络营销策略研究

发布时间：2018-01-28 09:30

本文关键词： 郑州市亲子旅游亲子游网络营销　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：2010年我国进行了第六次全国人口普查,根据普查的结果统计分析显示,我国31个省(自治区)、直辖市共有家庭40.1万户,家庭平均人口 3人,0-18岁人口比例约为25.8%,0-14岁人口数量达到3.7亿人。因此,我国庞大的青少年人口基数,为发展亲子游产品提供了巨大的市场空间,大力发展亲子游市场已经成为了旅游行业的一致共识。2013年以来,带薪休假制的推行,我国旅游产业迎来了快速发展的黄金机遇。随着行业的不断发展,旅游产业由过去的粗犷型市场发展逐步衍变成对细分市场的精耕细作,不断深度挖掘消费者的旅游需求,涌现了一批细分市场的旅游产品如高考游、蜜月游、夕阳游、亲子游等,亲子游作为一个细分旅游市场的产品,还有巨大的市场潜力值得挖掘。当前,国内外专家学者对“亲子游”的研究,主要集中在亲子游对家庭关系的和谐促进作用和对青少年身心成长的有益影响,研究方向从人文关怀和家庭传承的角度出发,从市场营销的角度出发研究如何开发“亲子游”市场的理论研究文献并不多见,再细分到如何运用互联网技术对“亲子游”消费者精准实施网络营销的研究成果更为少见,而实际上,随着传统的旅游销售渠道逐步被网络化销售渠道所取代,“亲子游”产品同质化越来越严重,市场竞争越来越依赖打价格战,这些问题的出现,就需要站在市场营销学的角度,在网络信息化时代的背景下,对亲子游的市场开发开展全面、深入的研究,这不仅是对“亲子游”相关课题研究的丰富和补充,更能为相关企业开展好亲子游产品的网络营销提供一定的理论参考。在实践意义方面,对郑州亲子游产品网络营销问题及对策的研究将有利于郑州亲子游市场的不断发展壮大;有助于探索郑州亲子游市场网络营销的成功模式;为其他省市开发亲子游产品提供参考借鉴;有力促进郑州旅游产业的转型升级。
[Abstract]:In 2010, 6th national population censuses were conducted in China. According to the statistical analysis of the census results, there are 401,000 families in 31 provinces (autonomous regions and municipalities directly under the Central Government), with an average household population of 3 persons. The proportion of population aged 0-18 is about 25.80.The number of people aged 0-14 reaches 370 million. Therefore, the huge population base of adolescents in China provides a huge market space for the development of parent-child tourism products. Since 2013, with the implementation of paid leave system, China's tourism industry has ushered in a golden opportunity for rapid development. With the continuous development of the industry. Tourism industry from the past rough market development gradually evolved into a subdivision of the intensive cultivation of the market, and continue to dig into consumer demand for tourism, emerged a number of sub-market tourism products such as college entrance examination, honeymoon tour. Sunset tour, parent-child travel, as a subdivision of the tourism market products, there is a huge market potential to explore. At present, experts and scholars at home and abroad to "parent-child travel" research. It mainly focuses on the harmonious promotion of parent-child travel to the family relationship and the beneficial influence on the physical and mental growth of teenagers. The research direction is from the perspective of humanistic care and family inheritance. From the point of view of marketing, there are few theoretical studies on how to develop the "parent-child" market. Subdivided into how to use Internet technology to "parent-child travel" consumers accurate implementation of online marketing research results are more rare, but in fact, with the traditional tourism sales channels are gradually replaced by network sales channels. "Parent-child travel" product homogenization more and more serious, market competition more and more rely on the price war, these problems appear, need to stand in the perspective of marketing, in the context of the network information age. The comprehensive and in-depth research on the market development of parent-child tour is not only the enrichment and supplement to the research of parent-child tour. It can provide a certain theoretical reference for the related enterprises to carry out the network marketing of parent-child travel products. The research on the network marketing problems and countermeasures of Zhengzhou parent-child tour products will be beneficial to the development of Zhengzhou parent-child tour market. It is helpful to explore the successful marketing model of Zhengzhou parent-child travel market. For other provinces and cities to develop parent-child travel products to provide reference; To promote the transformation and upgrading of Zhengzhou tourism industry.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F724.6

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