安徽岱山湖旅游景区营销策略研究

发布时间：2018-02-26 18:43

本文关键词： 岱山湖营销策略湖泊型景区 STP理论 SWOT理论　出处：《安徽大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的不断发展和人们生活水平的日益提高,旅游已经成为居民不可缺少的生活休闲方式之一。随着旅游行业的不断发展,行业内的竞争也日趋激烈,所以对旅游行业营销策略研究是旅游行业管理者必须进行的工作。本文主要对安徽岱山湖旅游景区进行了旅游营销策略分析。安徽岱山湖旅游景区位于合肥郊区,是合肥唯一的4A级湖泊型旅游景区。安徽岱山湖旅游景区拥有丰富的自然生态观光资源和度假休闲的生态环境。安徽岱山湖景区自2002年开放以来,旅游景区不断发展。在2009年后,经过管理层的调整,岱山湖的经营状况和发展面貌发生了重大的变化。在文中首先分析了湖泊型旅游景区的相关性研究和营销理论研究,给出了国内知名湖泊型景区的发展特点和国外湖泊型旅游景区的发展概述。然后进行了旅游营销理论的分析,运用了STP理论、SWOT理论、4Ps与4Cs理论和定性与定量调研的方法。再结合岱山湖的宏观和微观的环境分析,岱山湖经营发展中出现的一些问题,运用SWOT方法做出了客观的分析。在安徽岱山旅游景区的营销策略制定中,文中主要在市场调研、目标市场定位、产品方面、价格方面、渠道方面和推广方面等进行了具体的分析。后面作者主要描述了营销策略推广后的效果和对于岱山湖营销的后续思考问题。最后分析了安徽岱山湖旅游营销对湖泊型旅游营销的启迪作用以及论文的不足之处。
[Abstract]:With the development of our economy and the improvement of people's living standard, tourism has become one of the indispensable ways of life and leisure for the residents. With the continuous development of tourism industry, the competition in the industry is becoming more and more fierce. Therefore, the tourism industry marketing strategy research is the tourism industry managers must carry out the work. This paper mainly analyzes the tourism marketing strategy of Anhui Daishan Lake tourist area, which is located in the suburbs of Hefei. It is the only 4A class lake scenic spot in Hefei. Daishan Lake tourist area in Anhui Province has abundant natural ecological sightseeing resources and an ecological environment for vacation and leisure. Since its opening in 2002, the Daishan Lake scenic spot in Anhui Province has been open to the public since 2002. Since 2009, the management of Daishan Lake has changed greatly after the adjustment of management. In this paper, the relevance and marketing theory of lake scenic spots are analyzed. The development characteristics of famous lake scenic spots in China and the development of lake type tourist attractions abroad are given, and then the analysis of tourism marketing theory is carried out. In this paper, we apply the STP theory, 4Ps and 4Cs theories and qualitative and quantitative investigation methods, and combine with the macro and micro environmental analysis of Daishan Lake, some problems in the management and development of Daishan Lake are discussed. In the marketing strategy formulation of Daishan tourist area in Anhui Province, the paper mainly focuses on market research, target market positioning, product, price, etc. The author mainly describes the effect of marketing strategy after promotion and the following thinking about Daishan Lake marketing. Finally, the author analyzes the tourism marketing of Anhui Daishan Lake to Lake. The enlightening function of tourism marketing and the deficiency of the thesis.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7

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