平阴玫瑰湖湿地公园的市场定位研究

发布时间：2018-05-07 10:19

本文选题：湿地公园 + 市场定位　；参考：《山东大学》2013年硕士论文

【摘要】：近年来,随着经济水平的不断提高,我国的旅游业获得了高速发展,成为“永远的朝阳产业”、“永远的环保绿色产业”和“国民经济提升的催化剂”,以自然性、高品位为特点的生态旅游更成为国内外最热门的旅游类型。作为生态旅游的载体,湿地公园日益成为国内城市生态旅游项目建设的热点,有湿地资源的地方政府及机构逐步将湿地保护及湿地公园建设列入重要工作议程。平阴玫瑰湖湿地公园位于山东省济南市平阴县西北部,区域内地形地貌独特、自然资源丰富,2011年经国家林业局批准,被列入国家级湿地公园试点。平阴玫瑰湖湿地公园正处于开发初期,为充分利用平阴玫瑰湖湿地公园当地的环境及资源特点,在与其他竞争对手的竞争中凸显自身特色,建立竞争优势,首先要明确平阴玫瑰湖湿地公园的市场定位。本文以正处在开发初期的平阴玫瑰湖湿地公园为研究对象,首先对湿地与湿地公园的含义及发展现状,市场定位理论的概念、内容、过程和步骤、要素和原则等进行梳理和概括,对市场定位的分析工具SWOT分析方法、市场定位图等进行了简单介绍,明确了文章论证的理论依据。其次,文章对“平阴玫瑰湖湿地公园”的概况进行了介绍,并对其市场定位现状和存在的目标客群不明确、缺乏针对性等问题进行了分析。再次,文章对玫瑰湖湿地公园发展所面临的内外部环境和自身的优劣势进行了全面的分析考察。随后,根据全面环境分析及“玫瑰湖湿地公园”的实际出发,对其目标客户群体、市场、形象、价格等进行了定位。最后,提出市场定位实施的对策建议,并在综合分析的基础上,得出结论。本研究利用SWOT分析方法对平阴玫瑰湖湿地公园的内部资源和外部条件进行了充分分析,并探讨利用市场定位理论获得竞争优势,从而依据市场定位分析结果对平阴玫瑰湖湿地公园发展提出对策和建议,研究结果为平阴玫瑰湖湿地公园制定营销策略及下一步的建设、招商及运营工作提供了有效的指导建议。本文的研究思路与方法对湿地公园行业市场定位研究也具有一定的参考意义。
[Abstract]:In recent years, with the continuous improvement of economic level, the tourism industry of our country has obtained the high speed development, has become "forever sunrise industry", "forever environmental protection green industry" and "the catalyst of national economy promotion", with the nature, High-grade ecotourism has become the most popular type of tourism at home and abroad. As the carrier of ecotourism, wetland park has increasingly become a hot spot in the construction of urban ecotourism projects in China. Local governments and institutions with wetland resources gradually put wetland protection and wetland park construction into the important working agenda. Pingyin Rose Lake Wetland Park is located in the northwest of Pingyin County, Jinan City, Shandong Province, with unique landform and rich natural resources. Pingyin Rose Lake Wetland Park is in the early stage of development. In order to make full use of the local environment and resource characteristics of Pingyin Rose Lake Wetland Park, it will highlight its own characteristics in competition with other competitors and establish a competitive advantage. First of all, it is necessary to define the market position of Pingyin Rose Lake Wetland Park. This paper takes Pingyin Rose Lake Wetland Park, which is in the early stage of development, as the research object. Firstly, the meaning and development status of Wetland and Wetland Park, the concept, content, process and steps of market positioning theory are discussed. Elements and principles are combed and summarized, the analysis tool of market positioning, SWOT analysis method, market positioning map and so on are briefly introduced, and the theoretical basis of the article is clarified. Secondly, the article introduces the general situation of "Pingyin Rose Lake Wetland Park", and analyzes the current situation of its market orientation and the existing problems such as unclear target group, lack of pertinence and so on. Thirdly, the paper makes a comprehensive analysis of the internal and external environment and its advantages and disadvantages in the development of Rose Lake Wetland Park. Then, according to the overall environmental analysis and the reality of Rose Lake Wetland Park, the target customer group, market, image, price and so on are positioned. Finally, the countermeasures and suggestions of market positioning implementation are put forward, and the conclusion is drawn on the basis of comprehensive analysis. In this study, the internal resources and external conditions of Pingyin Rose Lake Wetland Park were fully analyzed by using SWOT analysis method, and the competitive advantage was discussed by using market positioning theory. According to the result of market orientation analysis, the countermeasures and suggestions for the development of Pingyin Rose Lake Wetland Park are put forward, and the marketing strategy and the next step construction are made for Pingyin Rose Lake Wetland Park. Investment and operational work to provide effective guidance. The research ideas and methods of this paper also have a certain reference significance for wetland park industry market positioning research.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU986;F592.7

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