沈阳及周边地区旅游资源营销策略

发布时间：2018-03-22 15:57

本文选题：沈阳及周边地区　切入点：旅游　出处：《武汉工程大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着社会的发展和人民生活水平的提高，人们对生活质量的要求越来越高，不仅要求物质的丰裕，还追求精神层面的满足。外出旅游逐渐成为大部分人的选择，促使旅游业的发展取得了辉煌的成就。旅游业是第三产业的重要组成部分，具有投资小、见效快、无污染等众多优点。随着旅游业的发展，旅游营销也逐渐受到人们的关注，全国各地的旅游景点积极的推出各种市场营销策略，发展旅游行业。为了在争夺客源市场的激烈竞争中占据优势地位，各个旅游景点必须进行准确定位，确定旅游资源优势，在此基础上合理的进行资源整合，科学的进行营销策略规划，掌握旅游市场的经济发展规律。因此，对城市旅游营销策略的研究具有十分重要的意义。位于我国东北的沈阳地区拥有丰富的旅游资源，冬季多冰雪，夏季气候凉爽宜人，还拥有具有浓厚满族特色的皇家建筑群等旅游景点。但目前景区内许多旅游产品开发层次不高，营销手段和方法都不到位，制约着该地区的发展。本文在理论探索和实证研究的基础上，合理运用旅游经济学、资源经济学、城市经济学和市场营销学的相关知识，对沈阳及周边地区特色旅游景点进行详细的介绍，并对其营销现状和营销环境进行分析，并在综合分析的基础上对沈阳及其周边地区进行市场细分、目标市场选择和准确的市场定位；然后根据本地区旅游经济的实际情况，，从产品、价格、销售渠道和促销策略等方面提出具体的旅游资源营销策略。本文对沈阳及其周边地区的旅游营销方案的研究是对旅游营销理论的丰富和充实，是资源整合理论在旅游营销中的应用探索，对沈阳旅游营销策划有一定的参考作用，在促进沈阳地区高效运用旅游资源提高景区效益的同时，对其他旅游景点的营销策略研究也有一定的借鉴意义，希望能够达到促进中国旅游业又好又快发展的目的。
[Abstract]:With the development of society and the improvement of people's living standard, people's demand for the quality of life is higher and higher, not only for material abundance, but also for spiritual satisfaction. Traveling has gradually become the choice of most people. Tourism is an important part of the tertiary industry, which has many advantages, such as small investment, quick effect, no pollution and so on. With the development of tourism, tourism marketing has gradually attracted people's attention. Tourist attractions throughout the country actively launch various marketing strategies to develop the tourism industry. In order to occupy an advantageous position in the fierce competition for the source market, each tourist attraction must be accurately positioned to determine the advantages of tourism resources. On this basis, the rational integration of resources, the scientific planning of marketing strategies, the understanding of the economic development law of the tourism market, therefore, the study of urban tourism marketing strategy has a very important significance. Shenyang, located in northeast China, is rich in tourism resources, snowy in winter and cool in summer. It also has many tourist attractions such as the Royal buildings complex with strong Manchu characteristics. However, at present, many tourist products in the scenic areas are not at a high level of development and marketing methods and methods are not in place. On the basis of theoretical exploration and empirical research, this paper makes rational use of the relevant knowledge of tourism economics, resource economics, urban economics and marketing. This paper introduces the characteristic tourist attractions of Shenyang and its surrounding areas in detail, analyzes its marketing status and marketing environment, and segments the market of Shenyang and its surrounding areas on the basis of comprehensive analysis. Target market selection and accurate market positioning; then according to the actual conditions of the local tourism economy, from the products, prices, In this paper, the research on the tourism marketing scheme in Shenyang and its surrounding areas is a rich and substantial study of tourism marketing theory. It is the application of the theory of resources integration in tourism marketing, which has a certain reference role for Shenyang tourism marketing planning, while promoting the efficient use of tourism resources in Shenyang area to improve the efficiency of scenic spots. It also has certain reference significance to the marketing strategy research of other tourist attractions, hoping to achieve the purpose of promoting Chinese tourism to develop well and quickly.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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