天津蓟县乡村旅游营销策略分析

发布时间：2018-04-15 06:08

本文选题：蓟县 + 乡村旅游　；参考：《河北工业大学》2013年硕士论文

【摘要】：中国乡村地域广阔,乡村人口众多(约占全国人口的近60%)，随着经济的发展和社会的进步，中国乡村旅游的年接待游客人数已经达到三亿人次，旅游收入超过400亿元，占全国出游总量的近三分之一。每年的三个黄金周，，全国城市居民出游选择乡村旅游的比例约占70%，每个黄金周形成大约6000万人次的乡村旅游市场，乡村旅游已经成为旅游业新的增长点。我国的乡村旅游与国外的乡村旅游比较而言起步较晚，目前尚处于初级阶段，而且我国乡村旅游市场营销则更是处于摸索的初级阶段，面临着一系列市场营销的问题。因此，结合目前我国乡村旅游发展的市场现状，探索一条适合其发展的市场营销道路，对指导我国乡村旅游的和谐发展、科学发展、生态发展，提高乡村旅游竞争力，实现旅游可持续发展，具有理论指导与实践的双重意义。本文以作者家乡所在地，天津蓟县乡村旅游市场营销现状为例，运用市场营销专业相关理论，结合蓟县乡村旅游市场发展的实际情况来分析研究。从国内外乡村旅游研究和发展现状为起点，运用营销管理理论中SWOT分析工具，对蓟县乡村旅游发展的优势、劣势、机遇和挑战进行分析，以认清蓟县乡村旅游发展的方向和目标,使该地区旅游市场的潜在优势得以最大效率地挖掘。而后对蓟县乡村旅游进行STP分析，即市场细分、目标市场和市场定位，明确了蓟县乡村旅游市场的发展方向。在此基础上，从产品策略、品牌策略、定价策略和促销策略四个方面分别论述蓟县乡村旅游的营销策略。最后，对蓟县乡村旅游的服务体系进行整体规划,对保障乡村旅游市场营销的措施进行构建,以保障市场营销策略能够的顺利实施，从而探索一条适合蓟县乡村旅游可持续发展的市场营销道路。
[Abstract]:China has a vast rural area and a large rural population (accounting for nearly 60 percent of the country's population. With the development of the economy and social progress, the annual number of tourists receiving rural tourism in China has reached 300 million, and the tourism income exceeds 40 billion yuan.It accounts for nearly 1/3 of the country's total travel.In the three golden weeks of each year, the proportion of urban residents choosing rural tourism is about 700.Each golden week has formed about 60 million rural tourism markets, rural tourism has become a new growth point of tourism.Compared with foreign rural tourism, the rural tourism of our country starts relatively late and is still in the primary stage. Moreover, the marketing of rural tourism in our country is in the initial stage of groping, and is facing a series of problems of marketing.Therefore, combining with the current market situation of rural tourism development in China, to explore a marketing road suitable for the development of rural tourism, to guide the harmonious development, scientific development and ecological development of rural tourism in China, and to improve the competitiveness of rural tourism.To realize the sustainable development of tourism is of both theoretical guidance and practical significance.In this paper, the author's hometown, Tianjin Jixian rural tourism marketing situation as an example, the use of marketing professional theory, combined with Jixian rural tourism market development of the actual situation to analyze and research.Starting from the research and development of rural tourism at home and abroad, this paper analyzes the advantages, disadvantages, opportunities and challenges of rural tourism development in Jixian by using the SWOT analysis tool of marketing management theory.In order to recognize the direction and goal of the development of rural tourism in Jixian County, the potential advantages of tourism market in this area can be excavated in maximum efficiency.Then the STP analysis of rural tourism in Jixian County is carried out, that is, market segmentation, target market and market positioning, and the development direction of rural tourism market in Jixian County is clarified.On this basis, this paper discusses the marketing strategies of Jixian rural tourism from four aspects: product strategy, brand strategy, pricing strategy and promotion strategy.Finally, the service system of rural tourism in Jixian County is planned as a whole, and the measures to ensure the marketing of rural tourism are constructed to ensure the smooth implementation of marketing strategy.In order to explore a suitable for the sustainable development of rural tourism Jixian marketing road.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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