南宁青秀山风景区旅游营销策略研究

发布时间：2017-12-28 12:16

本文关键词：南宁青秀山风景区旅游营销策略研究　出处：《广西大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着中国一东盟自由贸易区的建成,广西北部湾地区开放开发、西部大开发以及兴边富民等一系列国家重大战略决策的出台,广西旅游业发展迎来了新的机遇。南宁作为广西旅游网络体系的核心节点,在旅游产业发展所处的有利环境更为明显。而位于南宁市区周边的青秀山风景区是南宁市旅游业的龙头,也是中外游客来南宁观光旅游的首选之地。但是,机遇往往和竞争并存。近年来,旅游行业之间的竞争愈发激烈,青秀山风景区如何在激烈的竞争中脱颖而出成为本篇论文的关键,也是本文研究的意义所在。青秀山风景区近年来旅游事业取得了一定的发展,但同时也存在旅游产品缺乏特色、旅游消费水平低、市场开发意识淡薄等问题,严重阻碍了景区旅游业的发展。本文运用市场营销理论在对青秀山风景区旅游市场环境进行客观分析的基础上,对景区的旅游客源市场进行了细分,并在此基础上明确了目标市场的选择及定位,最后运用传统的“4P”模型从产品、定价、渠道及促销提出一套适合青秀山风景区旅游发展的组合营销策略,并制定了具体实施措施。
[Abstract]:With the completion of China ASEAN Free Trade Area, the opening and development of Western Guangxi Beibu Gulf area, the development of the western region and the implementation of a series of major national strategic decisions have brought new opportunities for the development of Guangxi's tourism industry. Nanning, as the core node of the Guangxi tourism network system, is more obvious in the favorable environment for the development of tourism industry. The Qingxiushan scenic area, which is located in the surrounding area of Nanning City, is the leading tourist industry of Nanning, and is also the first place for tourists from China and foreign countries to visit Nanning. However, opportunities are often coexisting with competition. In recent years, the competition between the tourism industry is becoming more and more intense. How to stand out in the fierce competition has become the key of this paper and the significance of this research.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7

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