云台山景区的整体营销推广

发布时间：2018-03-30 00:14

本文选题：云台山景区　切入点：整体营销　出处：《郑州大学》2012年硕士论文

【摘要】：河南焦作修武县云台山风景区经过十二年的发展,已经从一个名不见经传的省内景区,发展成为一个世界知名的国际性景区。而焦作云台山景区的发展,可以说是中国旅游业发展的一个缩影。截止目前,云台山景区已经获得世界地质公园、国家重点风景名胜区、国家5A级景区、国家文明风景旅游区、国家森林公园、国家水利风景名胜区、国家猕猴自然保护区等众多荣誉称号。这些荣誉称号的获得,一方面是我国旅游业的发展,给云台山景区的发展提供了良好的机会；另一方面,也和云台山景区软硬件建设的加快、景区的营销等各方面是分不开的。正是这两者的结合,使云台山景区的发展创造了令世界瞩目的“云台山速度”和“云台山效应”。近几年,云台山景区得到了长足的发展,其游客数量和收益在河南省、乃至在全国都是很高的。但是,游客数量的增多与景区的建设步伐不一致的现象也逐渐显现出来。在旅游旺季,游客拥挤、景区内工作人员素质不高等现象也日益显现。纯粹的追求游客数量和效益的增加,对云台山景区的长远发展是不利的。如何通过整体营销的方式,使景区在数量和质量上同步健康发展,应是景区管理者应着重考虑的问题。本论文将以案例的形式进行写作,共分四个部分,从写作背景、案例背景、案例分析、存在不足和改进建议等方面进行论述。主要内容包括：云台山景区的发展现状；云台山景区营销现状分析；整体营销的含义及成功案例；云台山景区整体营销推广研究。本文将利用市场营销的基本理论对云台山景区现有的营销模式进行分析,并从中找出目前的营销模式的不足,提出整体营销的方法；利用企业战略中的SWOT分析法,对云台山景区的核心竞争力进行分析,制定出适合云台山景区的整体营销模式。文章将通过对云台山景区的营销模式的分析,探索整体营销这一先进的营销模式,充分调动景区利益相关者的积极性,内外联动,加强基础设施建设的同时,提高景区管理人员和景区从业者的整体素质和工作积极性,切实提高景区管理水平,希望对景区景点的营销模式制定进行探索和尝试。
[Abstract]:After 12 years of development, the Yuntai Mountain Scenic area in Jiaozuo Xiuwu County, Henan Province, has developed from a little-known scenic spot in the province to a world-famous international scenic spot. And the development of the Yuntai Mountain Scenic area in Jiaozuo, It can be said to be a microcosm of the development of China's tourism industry. Up to now, Yuntai Mountain Scenic spot has been awarded the World Geopark, National key Scenic spot, National 5A Grade Scenic area, National Civilization Scenic Tourism area, National Forest Park, Many honorary titles, such as the National Water Conservancy Scenic spot and the National Rhesus Monkey Nature Reserve, have been awarded. On the one hand, the development of tourism in China has provided a good opportunity for the development of the Yuntai Mountain Scenic spot; on the other hand, It is the combination of these two aspects that makes the development of Yuntai Mountain Scenic spot create the "Yuntai Mountain Speed" and "Yuntai Mountain effect" which attracts the attention of the world. In recent years, Yuntai Mountain Scenic area has been greatly developed, the number and income of tourists are very high in Henan Province and even in the whole country. The phenomenon that the number of tourists is increasing and the pace of construction of scenic spots is not in line with the construction of scenic spots is also gradually emerging. In the peak tourist season, the phenomenon of tourist congestion and the low quality of the staff in the scenic spots are also increasingly apparent. The pure pursuit of the increase in the number and efficiency of tourists, It is unfavorable to the long-term development of Yuntai Mountain Scenic area. How to make the scenic spot develop in quantity and quality simultaneously and healthily through the way of overall marketing should be an important consideration for the scenic spot manager. This paper will be written in the form of a case, a total of four parts, from the writing background, case background, case analysis, shortcomings and suggestions for improvement. Analysis of the present situation of Yuntai Mountain Scenic spot; the meaning and successful case of the whole Marketing; the Research on the whole Marketing Promotion of Yuntai Mountain Scenic spot. This article will use the marketing basic theory to carry on the analysis to the Yuntaishan scenic spot existing marketing pattern, and will find out the present marketing pattern insufficiency, proposes the overall marketing method, uses the enterprise strategy SWOT analysis method, The core competitiveness of Yuntai Mountain Scenic area is analyzed and the overall marketing model suitable for Yuntai Mountain Scenic spot is established. Through the analysis of the marketing mode of Yuntai Mountain Scenic spot, the article will explore the advanced marketing mode of the whole marketing, fully arouse the enthusiasm of the stakeholders of the scenic spot, the internal and external linkage, and strengthen the infrastructure construction at the same time. To improve the overall quality and working enthusiasm of the managers and practitioners of the scenic spots, and to improve the management level of the scenic spots, the author hopes to explore and try to establish the marketing model of the scenic spots.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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