滇越铁路旅游产品开发与营销策略研究

发布时间：2018-02-13 21:13

本文关键词： 滇越铁路旅游产品开发市场营销　出处：《云南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：100年前，由越南海防港到云南昆明的滇越铁路正式兴建。当冒着白烟的火车呼啸奔来时，给世人带来了前所未有的惊世震撼，从此改变了云南的历史，甚至影响到中国的近代史。百年来，这趟奔跑的列车未有一刻停息过。这条铁路1950年回归中国后，直到现在还在使用之中。可以说，滇越铁路成为了云南交通条件改善的一个里程碑。当前，随着泛亚铁路工程的不断推进，玉蒙铁路的竣工通车，滇越铁路将渐渐失去它最初作为运载工具的意义。此时的滇越铁路文化旅游开发，顺应时代发展的步伐。 2005年云南省委省政府提出了旅游的“二次创业”。“二次创业”的提出有利于云南旅游的全面创新和提升整个旅游产业，拓展旅游业的发展空间，提高发展层次，使云南旅游能更快、更好地与全面市场化经济相适应，进一步增强云南旅游发展和生机与活力。 2009年，胡锦涛总书记在云南考察时指出：“云南要充分发挥我国通往中南亚、南亚重要陆上通道优势，深化同中国东南亚、南亚及大湄公河次区域的交流与合作，不断提高延边开放和水平，使云南成为我国面向西南开放的桥头堡。”特别是近几年来，中国与东盟的合作关系日趋全面和成熟，旅游合作已使双方都成为了彼此间最大的客源输出国。越南北方旅游市场有70%的游客来自中国。滇越铁路旅游产品开发，符合旅游跨区域合作的发展趋势。在云南与海外近100年的交往中，造就了包括滇越铁路在内的许多有价值的文化遗迹，这一切经过历史积淀，形成云南特有的文化内涵。可以说，滇越铁路是研究中国铁路史的重要依据和素材；是对现代青少年进行爱国主义教育的最佳基地；是工业文明的活教材。基于上述考虑，文章简要回顾了国内外铁路旅游的发展及现状，对铁路旅游的概念进解释，阐述了铁路旅游产品的概念及特征。并在对滇越铁路旅游产品进行SWOT分析的基础上，构建了中近期滇越铁路旅游产品项目的系统开发模式，重点指出滇越铁路旅游产品的地域特色及民族文化特色。最后，，针对滇越铁路旅游产品的特性制定出营销方案。
[Abstract]:A hundred years ago, the Dian-Vietnamese Railway from Haiphong Port, Vietnam, to Kunming, Yunnan, was officially built. When the white smoke train roared in, it shocked the world as never before, and changed the history of Yunnan. Even affecting China's recent history. For a hundred years, the running train has not stopped for a moment. The railway has been in use since its return to China in 1950. The Yunnan-Vietnamese railway has become a milestone in the improvement of traffic conditions in Yunnan. At present, with the continuous development of the Trans-Asian Railway, the Yumeng Railway was completed and opened to traffic. The Yunnan-Vietnamese railway will gradually lose its original significance as a means of transportation. At this time, the development of Yunnan-Vietnamese railway cultural tourism conforms to the pace of the development of the times. In 2005, the provincial government of Yunnan Province put forward the "second venture" of tourism. The proposal of "second venture" is conducive to the overall innovation of Yunnan tourism, the promotion of the whole tourism industry, the expansion of the space for the development of tourism, and the improvement of the level of development. Yunnan tourism can be faster, better adapt to the overall market-oriented economy, and further enhance Yunnan tourism development and vitality. On 2009, when visiting Yunnan, General Secretary Hu Jintao pointed out: "Yunnan should give full play to the advantages of China's important land passage to South-Central Asia and South Asia, and deepen exchanges and cooperation with China and Southeast Asia, South Asia and the Greater Mekong Subregion. The continuous improvement of the opening and level of Yanbian has made Yunnan a bridgehead for China to open up to the southwest. "in particular, in recent years, the cooperative relations between China and ASEAN have become increasingly comprehensive and mature," he said. Tourism cooperation has made both sides become the largest source of tourists to each other. 70% of the tourists in the northern Vietnam tourist market come from China. The development of Yunnan-Vietnamese railway tourism products conforms to the development trend of trans-regional tourism cooperation. In the past 100 years of exchanges between Yunnan and overseas countries, many valuable cultural relics, including the Yunnan-Vietnam Railway, have been created, all of which have formed the unique cultural connotations of Yunnan through historical accumulation. Dian-Yue railway is the important basis and material for studying the history of Chinese railway, the best base for patriotism education for modern youth, and the living teaching material for industrial civilization. Based on the above considerations, this paper briefly reviews the development and present situation of railway tourism at home and abroad, and explains the concept of railway tourism. This paper expounds the concept and characteristics of railway tourism products, and on the basis of the SWOT analysis of Yunnan-Vietnam railway tourism products, constructs the system development model of the Yunnan-Vietnam railway tourism products project in the near future. The regional characteristics and national cultural characteristics of Yunnan-Vietnamese railway tourism products are emphatically pointed out. Finally, according to the characteristics of Dian-Yue railway tourism products, the marketing scheme is formulated.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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