北川羌城旅游区运营管理公司产品开发与营销策略研究

发布时间：2018-04-24 01:21

本文选题：羌城旅游 + 旅游产品　；参考：《西南科技大学》2015年硕士论文

【摘要】：在经济全球化和世界经济一体化的作用下,旅游业进入快速发展的黄金时代。“5·12”特大地震灾后重建后,北川形成了大量优质旅游资源,特别是北川羌城旅游区2013年挂牌国家5A级旅游景区,北川组建了北川羌城旅游区运营管理公司(以下简称北川旅游运营管理公司)进行经营管理,游客接待人数2013年突破300万人次,处于关键时期。但在运营探索中,公司仍然在产品开发与营销方面在问题,运营未能达到预期效果。本文采用了问卷调查和采访访谈的方式相结合,特别针对游客的喜好、对当地设施的满意程度、客户渠道等方面进行数据搜集,其中发放问卷500份,回收457份,有效率达到91%,问题共计22个。以此在对北川旅游运营的市场状况及营销情况有了具体认识的基础上,从产品开发和营销策略的角度入手,提出相应的开发意见及建议,从而促进企业的发展。本文从北川羌城旅游区的产品现状出发,对具体的产品开发和营销策略进行针对性的研究分析。北川羌城旅游区的一些功能已经满足了消费者的部分需求,但并不完全契合,仍旧存在很大的上升空间。北川旅游运营管理公司已经提供了游客所需的基本旅游产品,但是产品模式仍旧不够丰富,设计与开发休闲度假产品十分必要。基于此,本文结合调研以及对政府主管部门和北川旅游运营管理公司高、中层管理人员的访谈,根据旅游产品开发、营销的基本理论,结合实际提出北川羌城旅游区运营管理公司旅游产品的总体定位为:改变游客对该公司心目中单一的地震形象,通过建设参与性、互动性、娱乐性、享受性、刺激性和趣味性的休闲旅游项目,凸显旅游形象的另一面——休闲之都,让其成功地转型,华丽转身,丰富集地震文化、羌文化、大爱文化于一体的旅游产品。并针对这一定位,提出了具体应实施的产品开发项目。同时,针对产品定价、促销等方面提出营销策略,提高产品的市场占有率。
[Abstract]:Under the influence of economic globalization and the integration of the world economy, tourism has entered a golden age of rapid development. After the reconstruction of the "May 12" earthquake, Beichuan has formed a large number of high-quality tourist resources. In particular, Beichuan Qiang City tourist area was listed as a national 5A class tourist attraction in 2013. Beichuan set up the Beichuan Qiang City Tourism area Operation and Management Company (hereinafter referred to as Beichuan Tourism Operations and Management Company) to operate and manage. The number of visitors in 2013 exceeded 3 million, in a critical period. But in the operation exploration, the company still in the product development and the marketing aspect in the question, the operation has not achieved the anticipated effect. In this paper, questionnaires and interviews are used to collect data, especially for tourists' preferences, satisfaction with local facilities, customer channels and so on. Among them, 500 questionnaires are sent out, 457 of which are returned. The effective rate is 91%, and the total number of problems is 22. Based on the concrete understanding of the market situation and marketing situation of Beichuan tourism operation, this paper puts forward the corresponding suggestions and suggestions from the point of view of product development and marketing strategy, so as to promote the development of enterprises. Based on the current situation of the products in Beichuan Qiang City tourist area, this paper makes a targeted research and analysis on the specific product development and marketing strategies. Some of the functions of Beichuan Qiang City tourist area have met some of the consumer demand, but not fully matched, there is still a lot of room for growth. Beichuan Tourism Operation and Management Company has provided the basic tourism products needed by tourists, but the product pattern is still not rich enough, so it is necessary to design and develop leisure vacation products. Based on this, this paper combines research and interviews with government departments and high and middle managers of Beichuan Tourism Operations Management Company, according to the basic theory of tourism product development and marketing. Combined with the actual situation, this paper puts forward the overall orientation of the tourism products of the Beichuan Qiang City tourist area Operation Management Company: changing the tourist's single earthquake image in the eyes of the company, by building participatory, interactive, entertaining and enjoyable, Stimulating and interesting leisure tourism projects highlight the other side of the tourism image-leisure capital, let it successfully transform, gorgeous turn around, rich seismic culture, Qiang culture, Dadai culture in one of the tourism products. And in view of this position, put forward the specific product development project that should be implemented. At the same time, in view of product pricing, sales promotion and other aspects of marketing strategies to improve the market share of products.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6

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