天津市东丽湖温泉度假旅游区目的地营销策略研究

发布时间：2018-05-05 00:12

本文选题：旅游目的地营销 + 波特五力模型　；参考：《天津大学》2013年硕士论文

【摘要】：随着社会经济的发展和人们生活水平的不断提高，越来越多的人开始踏上了旅游的行程。旅游业作为“无烟化”“永久化”的新兴产业，已经成为我国国民经济的重要来源之一。天津市东丽湖温泉度假旅游区地处天津市中心城区和滨海新区核心区之间，拥有便利的交通条件。还拥有著名的“中国温泉之乡”、国家级水利风景区和国家AAA级旅游景区等旅游景点。已被天津市政府作为天津市的旅游支出产业和重点建设项目。然而目前东丽湖湖温泉度假旅游区的旅游产业却没有预想中发展的迅速，其根本原因是东丽湖游区的旅游营销过程中存在诸如营销理念陈旧、缺乏塑造品牌形象、信息化管理程度低等问题，从而影响了东丽湖游区旅游形象和相关产品的推广宣传。文章通过利用市场营销、旅游营销以及数理统计学等的相关理论和知识，采用理论与实证相结合的方法对东丽湖游区的营销现状和营销策略进行了分析。拟在总结以往旅游目的地营销策略研究的基础上，将旅游目的地营销的基本理论和方法运用到东丽湖游区的营销管理中。文章采用的方法主要体现在：文章在认识东丽湖游区的基本情况后，采用了PESTG和波特五力模型对东丽湖游区营销的宏观和微观环境进行了分析，并运用SWOT模型分析汇总了东丽湖游区营销的优势与劣势、机遇与威胁；随后采用市场营销STP战略分析了目的地游区的目标市场和市场定位，并利用层次分析法对东丽湖游区8大旅游项目游客吸引度进行了分析。通过研究，将东丽湖游区的国内目标市场锁定在京津及周边地区，，国外目标市场锁定在港澳台及日韩英美马等地；将旅游产品定位在特色、生态休闲与绿色环保；将旅游的出游形式定位在个性旅游、自助旅游等新兴出游方式。最终得出：东丽湖游区在制定和实施营销策略时，应考虑不同旅游项目，制定不同的营销策略，在区域整体营销时，则应采用诸多营销方式的组合，提升区域的知名度，打造品牌效应，争取更大的市场空间。
[Abstract]:With the development of social economy and the improvement of people's living standard, more and more people begin to travel. As a new industry of "smokeless" and "permanent", tourism has become one of the important sources of our national economy. Tianjin Donglihu Hot Spring Resort area is located between the downtown area of Tianjin and the core area of Binhai New area, and has convenient transportation conditions. Also has the famous "China hot spring hometown", the national water conservancy scenic spot and the national AAA class traveling scenic spot and so on tourist attraction. Tianjin government has been as a tourism expenditure industry and key construction projects in Tianjin. However, at present, the tourism industry of Donglihu Lake Hot Spring Resort area has not developed rapidly as expected. The fundamental reason is that the tourism marketing process of Donglihu Lake tourist area is characterized by the outmoded marketing idea and the lack of building brand image. The low level of information management has affected the tourism image of Dongli Lake and the promotion of related products. By using the relevant theories and knowledge of marketing, tourism marketing and mathematical statistics, this paper analyzes the present marketing situation and marketing strategies of Dongli Lake Tour area by combining theory with empirical research. On the basis of summarizing the previous research on tourism destination marketing strategy, this paper applies the basic theory and method of tourism destination marketing to the marketing management of Dongli Lake tourism area. The main methods used in this paper are as follows: after understanding the basic situation of Dongli Lake tourism area, the paper analyzes the macro and micro environment of Dongli Lake tourism area by using PESTG and Porter five Force models. The paper uses SWOT model to analyze and summarize the advantages and disadvantages, opportunities and threats of Donglihu tourism area, and then analyzes the target market and market positioning of destination tourism area by using marketing STP strategy. The paper also analyzes the tourist attraction of 8 major tourism projects in Dongli Lake area by using the Analytic hierarchy process (AHP). Through the research, the domestic target market of Dongli Lake tourism area is locked in Beijing, Tianjin and surrounding areas, the foreign target market is locked in Hong Kong, Macao, Taiwan, Japan, Korea, Anglo-American and Malaysia, etc. The travel form of tourism is defined as personality tourism, self-help travel and so on. Finally, it is concluded that when making and implementing marketing strategy, different tourism projects should be taken into account and different marketing strategies should be formulated in Dongli Lake Tour area. In the overall marketing of the region, a combination of many marketing methods should be adopted to enhance the visibility of the region. Build brand effect, strive for bigger market space.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274

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