TS公司温泉旅游度假村项目的市场开发策略研究

发布时间：2018-04-20 15:29

本文选题：温泉旅游 + 温泉旅游度假村　；参考：《南京师范大学》2015年硕士论文

【摘要】：TS公司温泉旅游度假村项目是华东老牌的温泉旅游度假村,随着温泉旅游客源市场结构发生变化,以及温泉旅游与休闲度假、文化体验、健康养生、生态农业等行业的交互融合,如何面对新的形势在市场开发方面进行二次创业是TS公司温泉旅游度假村项目亟待解决的问题。本文对国内外关于温泉旅游项目、温泉旅游项目市场开发等方面的相关研究进行综述,并以需要层次理论、期望确认理论和服务营销等理论为基础,分析TS公司温泉旅游度假村项目的营销环境,找出目前市场条件下的优势、劣势、机遇和挑战。通过游客满意度问卷调查,分析影响TS公司温泉旅游度假村项目市场开发的交通环境、环境氛围、产品吸引力、产品质量、服务效率、服务品质等核心要素,对TS公司温泉旅游度假村项目在市场营销活动中现存的文化体验氛围不浓、产品结构单一、产品定价不合理、营销渠道功能发展不全面、促销手段单一及服务品质不高、服务满意度低等问题,以市场为导向,提出了以“养”“修”文化为魂,以“温泉养生、乐享自然”为核心价值,综合运用产品定制策略、综合定价策略、渠道整合策略、网络营销策略、文化体验策略和人才培育策略的对策和建议。本文对TS公司温泉旅游度假村项目的市场开发策略进行研究,对培育企业核心竞争力,加快TS公司温泉旅游度假村项目的发展及同类温泉旅游企业市场开发方面问题的解决具有明显的借鉴意义。
[Abstract]:TS company hot spring tourism resort project is the old hot spring tourist resort in East China. With the change of the market structure of hot spring tourism, as well as hot spring tourism and leisure vacation, cultural experience, health preservation, The mutual integration of ecological agriculture and other industries, how to face the new situation in the development of the market for a second venture is the hot spring tourism resort project of TS company to be solved urgently. This paper summarizes the domestic and international research on hot spring tourism projects, hot spring tourism project market development and so on. It is based on the theory of hierarchy of needs, the theory of expectation confirmation and service marketing, etc. This paper analyzes the marketing environment of the hot spring tourist resort project of TS Company, and finds out the strengths, weaknesses, opportunities and challenges under the current market conditions. Through the questionnaire survey of tourists' satisfaction, the paper analyzes the key factors such as transportation environment, environment atmosphere, product attraction, product quality, service efficiency, service quality and so on, which affect the market development of hot spring tourist resorts of TS Company. The existing cultural experience atmosphere in the marketing activities of the hot spring tourist resort project of TS company is not strong, the product structure is single, the product pricing is unreasonable, the function of marketing channel is not comprehensive, the promotion means is single and the service quality is not high, The problems of low service satisfaction, such as market orientation, put forward that "nourishing" "repair" culture as soul, "hot spring health, enjoy nature" as the core value, comprehensive use of product customization strategy, comprehensive pricing strategy, channel integration strategy, The countermeasures and suggestions of network marketing strategy, culture experience strategy and talent cultivation strategy. This paper studies the market development strategy of the hot spring tourism resort project of TS Company, and cultivates the core competitiveness of the enterprise. It is of great significance to speed up the development of the hot spring tourist resort project of TS Company and to solve the problems in the market development of the similar hot spring tourism enterprises.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6

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