昭君湖旅游公司营销战略研究

发布时间：2018-01-01 16:39

本文关键词：昭君湖旅游公司营销战略研究　出处：《西安科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：旅游业作为21世纪的重要产业和经济增长点,具有资源消耗低、带动系数大、就业机会多、综合效益好的特征,目前受到各国和地区的广泛关注和积极支持,国务院从战略层面明确提出将旅游业发展成国民经济战略性支柱产业和人民群众更加满意的现代服务业。随着旅游业从观光到休闲养生度假的发展转变,旅游者出行选择更加丰富。旅游企业如何树立营销创新意识,以旅游市场营销为导向,才能在激烈的市场竞争中就营销战略进行调整,以适应不断变化的外部环境同时满足旅游者需求,最终增强自身市场竞争能力,提高旅游营销效益。本文以昭君湖旅游公司为研究对象,以现代营销理论为指导,通过深入分析与实地调研和访谈分析得出:公司重视省内、省外两个市场,但目前榆林市是主力市场,延安、西安等城市是未来重点拓展区域;公司未来发展核心目标人群以中高端人群为主等结论,并指出公司营销组合经营现状中新旧产品、价格、渠道、促销方面存在的问题并分别给出调整对策。本文通过PEST分析法、SWOT分析法分析外部环境和内部条件,在4P’s理论框架下从企业组织结构、产品、价格、渠道、促销方面全方位制定,运用STP理论对营销战略组合动态调整,对内推进资源整合,对外建立与利益相关机构的广泛联系,最终成就百万级游客量的营销目标,成为陕西知名、全国一流的旅游度假目的地。
[Abstract]:As an important industry and economic growth point in 21th century, tourism has the characteristics of low consumption of resources, large driving coefficient, more employment opportunities and good comprehensive benefits, which has been widely concerned and actively supported by various countries and regions. From the strategic level, the State Council clearly proposes to develop tourism into a strategic pillar industry of the national economy and a modern service industry that the people are more satisfied with. With the development of tourism from sightseeing to leisure health and vacation, the development of tourism has changed. Tourism enterprises how to set up marketing innovation consciousness and take tourism marketing as the direction can adjust marketing strategy in the fierce market competition. In order to adapt to the changing external environment and meet the needs of tourists, finally enhance their own market competitiveness, improve tourism marketing benefits. This paper takes Zhaojun Lake Tourism Company as the research object. Guided by modern marketing theory, through in-depth analysis and field research and interview analysis: the company attaches importance to the province, the province outside the two markets, but at present Yulin City is the main market, Yan'an. Xi'an and other cities are the key areas to expand in the future; The company's future development of the core target population in the high-end population mainly conclusions, and pointed out that the company's marketing mix in the current situation of new and old products, prices, channels. This paper analyzes the external environment and internal conditions by PEST analysis, and analyzes the organizational structure of the enterprise under the framework of 4Pos theory. Products, prices, channels, sales promotion in all directions, the use of STP theory to the dynamic adjustment of marketing strategy mix, to promote the integration of resources, to establish a wide range of links with stakeholders. Finally, to achieve a million-class tourist marketing target, Shaanxi become a famous, national-class tourist resort destination.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F592.6

【相似文献】