新余市仙女湖风景区营销策略选择

发布时间：2018-02-13 05:22

本文关键词： 仙女湖景区 PEST环境分析 SWOT环境分析营销策略　出处：《江西农业大学》2012年硕士论文　论文类型：学位论文

【摘要】：旅游业是当今世界最具发展活力和潜力的国民经济大产业。世界各国越来越重视旅游业发展,纷纷提出实施旅游发展国家战略。中国旅游业自1978年起步以来,经过30多年的快速发展,产业规模进一步扩大,产业结构进一步完善,产业地位、产出水平进一步提高。现今,旅游业已经成为我国新的经济增长点,全国许多地方都把旅游业作为经济发展的重要支柱产业或优势产业。其中,新余作为江西省“四小城市”之一,在大力发展传统工业优势的同时,也开始注重加大推进本地旅游业发展。新余的旅游资源大多集中在仙女湖景区,因此,仙女湖景区的进一步发展和完善就成为推进新余旅游业发展的重要组成部分。仙女湖景区以“情爱圣地、群岛峡谷曲水、千年水下古城、亚热带植物基因宝库”四大绝景著称,具备了开发成国家级大型生态旅游景区的潜质。本文正是以仙女湖景区为研究对象,旨在解决景区在发展的同时如何保护环境,达成绿色、可持续发展问题,同时也力争将仙女湖打造成江西旅游的名片和全国同类景区的品牌,为促进新余当地经济的快速发展提供营销策略和实施建议。本文共分六个部分,分别为：第一章：导论。提出本文的研究的背景、意义,确定全文的研究思路和框架结构。第二章：旅游营销理论综述。对本文研究借鉴的旅游营销理论进行综述,介绍旅游营销的前沿理论,总结国内外学者和旅游管理经营者的研究成果和实践经验。第三章：对仙女湖景区的概况、历史沿革、景观项目和旅游资源进行了简要介绍。第四章：分析了研究对象的营销环境和景区营销现状。对仙女湖景区进行了PEST环境分析和SWOT环境分析,指出了景区营销中的主要问题。第五章,本章为论文的主体部分,对研究对象给出了全面的营销策略。首先运用目标市场营销理论对仙女湖景区的旅游目标市场进行了选择、定位,之后分别从产品、价格、渠道和促销四个方面,对仙女湖的营销策略进行了全方位的阐述。第六章,结论与展望。对本文的主要工作及成果进行归纳和总结,并指出论文尚待进一步研究的问题。
[Abstract]:Tourism is one of the most dynamic and potential national economic industries in the world. Countries all over the world pay more and more attention to the development of tourism and put forward the national strategy of tourism development one after another. Since 1978, China's tourism industry has started. After more than 30 years of rapid development, the industrial scale has further expanded, the industrial structure has been further improved, the industrial status and output level have been further improved. Nowadays, tourism has become a new economic growth point in China. Many places throughout the country regard tourism as an important pillar industry or an advantageous industry in economic development. Among them, Xinyu, as one of the "four small cities" in Jiangxi Province, vigorously develops traditional industrial advantages at the same time. Also began to focus on increasing the promotion of local tourism development. Most of the tourism resources in Xinyu are concentrated in XianNu Lake, so the further development and perfection of Xianu Lake become an important part of promoting the development of tourism in Xinyu. The Millennium underwater ancient city, known as the "four great wonders" of subtropical plant gene treasure trove, has the potential to develop into a large ecotourism scenic spot at the national level. This paper takes the XianNu Lake scenic spot as the research object. It aims to solve the problem of how to protect the environment, achieve green and sustainable development while developing the scenic spots, and at the same time strive to turn XianNu Lake into a business card of Jiangxi tourism and a national brand of similar scenic spots. To promote the rapid development of Xinyu local economy to provide marketing strategies and implementation advice. This paper is divided into six parts: chapter one: introduction. Chapter 2: review of tourism marketing theory. This paper summarizes the tourism marketing theory, and introduces the frontier theory of tourism marketing. Summary of domestic and foreign scholars and tourism management operators of the research results and practical experience. Chapter III: XianNu Lake Scenic area overview, historical evolution, Landscape projects and tourism resources are briefly introduced. Chapter 4th: analysis of the research object of the marketing environment and scenic area marketing status. XianNu Lake scenic spot PEST environment analysis and SWOT environment analysis, This paper points out the main problems in the marketing of scenic spots. Chapter 5th, this chapter is the main part of the paper, and gives a comprehensive marketing strategy to the research object. Firstly, the paper uses the theory of target marketing to select the tourism target market of Xiannuhu scenic area. After that, from the four aspects of product, price, channel and promotion, the author expounds the marketing strategy of Xiannuhu Lake in all directions. 6th chapter, conclusion and prospect. The main work and achievements of this paper are summarized and summarized. And points out that the paper needs further research.
【学位授予单位】：江西农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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