圣亚恐龙传奇项目营销策略研究

发布时间：2018-01-17 17:35

本文关键词：圣亚恐龙传奇项目营销策略研究　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：旅游产业是一个朝阳产业,其在国民经济发展中起到十分重要的作用。随着我国旅游产业的蓬勃发展,旅游产业中的种种问题也逐渐显露出来,例如景区管理的不到位、监管体制不完善等,造成中国旅游业的市场竞争力还比较弱,而旅游企业市场营销体系不健全,营销策略不完善更制约了旅游产品市场竞争力的提升。探讨旅游产品的市场营销策略,对于提高旅游企业的市场竞争力和中国旅游业的市场竞争力有着十分重要的意义。本文以大连圣亚旅游控股股份有限公司(下称“大连圣亚”)运营的圣亚恐龙传奇项目(下称“恐龙传奇”)为研究对象。首先,对恐龙传奇的经营状况进行分析,找出其在经营中存在的问题,并深入分析产生这些问题的原因。然后,对恐龙传奇的经营发展环境进行分析,包括外部环境分析和内部环境分析,并通过SWOT分析深入研究恐龙传奇所具备的优势和劣势、机会和威胁。第三,通过对市场定位分析,确定恐龙传奇的目标市场。第四,运用7P营销理论,对恐龙传奇的营销策略进行分析和组合,并制定策略的实施保障措施。本文力图通过对恐龙传奇营销策略现状的分析,总结出旅游项目、尤其是新建旅游项目在市场营销策略组合方面存在的问题,并通过运用市场营销理论、市场经济学理论等解决这些问题,为旅游项目的市场营销策略选择提供借鉴。
[Abstract]:Tourism industry is a sunrise industry , which plays a very important role in the development of national economy . With the development of tourism industry in China , the problems in tourism industry are gradually emerging , such as inadequate management of scenic spot , imperfect supervision system , etc . This article is the research object of the legendary project of Saint - Asia , which is operated by Dalian Shengya Tourism Holding Co . , Ltd . ( hereinafter referred to as " Dalian Shengya " ) . First of all , it analyzes the operating conditions of the dinosaur legend , finds out the causes of these problems . Then , analyzes the operation and development environment of the dinosaur legend , including the external environment analysis and the internal environment analysis , and analyses deeply the advantages and disadvantages , opportunities and threats of the dinosaur legend through SWOT analysis . This paper tries to analyze the current situation of the legendary marketing strategy of dinosaur , summarizes the problems existing in the marketing strategy combination of the tourism projects , especially the new tourism projects , and solves these problems by using marketing theory and market economics theory , and provides reference for the marketing strategy selection of tourism projects .

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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