常宁市旅游市场定位及营销策略研究

发布时间：2018-01-11 07:38

本文关键词：常宁市旅游市场定位及营销策略研究　出处：《南华大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国全面建设小康社会不断推进和中国经济的持续快速增长，中国旅游业发展面临重大机遇。2009年，国家出台的第41号文件——《国务院关于加快旅游业发展的意见》，首次提出“把旅游业培育成国民经济的战略性支柱产业和人民群众更加满意的现代服务业”，将旅游业全面融入国家战略体系，实现了旅游产业定位的历史性突破。 2011年，我国人均GDP已超过5000美元。在人们的消费结构中，已逐渐呈现出对旅游产品需求的上升趋势。旅游业被称为朝阳产业、环保型产业，因此越来越受到各级政府的重视。常宁市作为衡阳的县级市，地形地貌奇特、风光秀丽迷人、民俗风情浓郁、蕴藏着丰富的旅游资源。然而，由于政府缺乏对旅游营销的重视和分析，常宁市旅游却是“养在深闺人未识”，旅游业的发展情况并不乐观。本论文以常宁市旅游市场定位及旅游市场营销策略研究为研究内容，在对常宁市的基本概况、常宁市的丰富旅游资源及旅游市场相关情况与开发条件进行详细分析的基础上，提出常宁市的旅游发展定位与发展目标，进而运用营销组合理论，针对常宁市旅游市场营销策略进行了具体而深入的探讨。本论文的研究主要基于以下学说和理论：旅游资源开发理论、旅游市场分析理论和旅游营销组合理论，采用的研究方法有：调查法、文献研究法、定量分析法、定性分析法和系统科学方法。论文的设计依照“提出问题—分析问题—解决问题”这一思路，首先提出问题，即衡阳常宁市应怎样进行旅游市场营销，，积极争夺目标客源市场？然后深入探讨常宁市的旅游资源具有哪些特色，与周边地区的旅游资源相比，鲜明的差异性在哪里，以及常宁市的旅游市场定位与旅游开发条件的SWOT分析。最后在确立常宁市旅游发展定位与发展目标的前提下，从产品、价格、渠道与促销四个方面，对于常宁市的旅游营销策略进行重点剖析，提出了一系列富于创意并切实可行的具体方案。通过上述分析，对常宁市旅游市场的市场总体定位是：湘江文化休闲旅游目的地，主题定位是国家文化遗产、湘南休闲胜地，形象定位是湘南休闲，常宁独好。
[Abstract]:With the sustained and rapid growth of China's comprehensive construction of a well-off society and constantly promote the economic development of China, China tourism industry faces major opportunities for.2009 years, state issued document No. forty-first: opinions on accelerating the development of tourism in the State Council, first proposed to cultivate tourism as a strategic pillar industry of the national economy and the people more satisfied the modern service industry, the tourism industry will be fully integrated into the national strategy system, to achieve a historic breakthrough in the tourism industry positioning.
In 2011, China's per capita GDP has exceeded 5000 US dollars. In people's consumption structure, has been showing a rising trend of demand for tourism products. Tourism is known as the sunrise industry, environmental protection industry, so more and more attention at all levels of government. In Changning City as a county-level city of Hengyang topography peculiar scenery. Beautiful and charming, rich folk customs, rich in tourism resources. However, due to the importance and the analysis of the lack of government tourism marketing, Changning City tourism is kept in purdah did not know, the development of the tourism industry is not optimistic.
Study on Changning City tourism market positioning and marketing strategy of the tourism market as the research content, the basic situation of Changning, based on detailed analysis of abundant tourism resources and tourism market situation and development conditions of Changning City, tourism development orientation and development goals of Changning City, and the use of marketing mix theory for, Changning city tourism marketing strategies are discussed in-depth.
The research of this paper is based on the following theories and theories: tourism resources development theory, tourism market analysis theory and tourism marketing mix theory. The research methods adopted include: survey method, literature research method, quantitative analysis method, qualitative analysis method and system science method.
The design in accordance with the "questions analysis question - the ideas to solve the problem, the first question, namely Hengyang Changning about the conduct of tourism marketing, actively compete for the target market? Then deeply discuss Changning City tourism resources which have characteristics, compared with the surrounding areas of tourism resources, the difference in distinct where, SWOT analysis and tourism market positioning in Changning City and tourism development conditions. Finally established in the premise of tourism development orientation and development goals of Changning, from product, price, channel and promotion four aspects, the tourism marketing strategy of Changning City key analysis, put forward a series of specific programs and creative feasible.
Through the above analysis, the overall market positioning of Changning City Tourism Market: Xiangjiang cultural tourism destination, theme positioning is the national cultural heritage, Hunan Leisure Resort, image positioning is Hunan Leisure, Changning alone.

【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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