重渡沟景区网络营销现状分析与对策研究

发布时间：2018-05-11 14:41

本文选题：网络营销 + 旅游网络营销　；参考：《河南科技大学》2012年硕士论文

【摘要】：随着我国互联网的发展，网络营销在企业营销战略中起到了越来越重要的作用。旅游业的特点非常适合开展网络营销，在与传统营销的结合和相互促进中正日益成熟。栾川重渡沟自然风景区以其秀丽的风景资源，富有的历史文化底蕴，近些年知名度、美誉度大幅上升，吸引了众多游客慕名而来。但是，和先进景区相比，重渡沟还存在着较大差距，，需要进一步加大营销力度，提升景区层次，获取更大的市场份额。目前，重渡沟景区的发展已经进入成熟阶段，传统营销由于投资成本较高，预期效果难以确定等弊端制约着重渡沟的进一步发展。要想进一步提升重渡沟景区竞争力，需要注重旅游市场研究，加大促销力度，提高营销效果。而网络营销方式，为重渡沟景区提供了新的市场营销手段，成为促进重渡沟旅游业发展新的王牌。本文通过文献检索法、比较分析法、理论与实践相结合的方法分析了重渡沟网络营销现状及存在的主要问题，提出了具体的改进策略。本文在回顾旅游网络营销相关理论的基础上，分析了重渡沟景区存在的知名度、美誉度不够高、网站营销功能不够突出、营销方式比较单一等问题，提出了运用网站营销、数据库营销、微博营销、网络社区营销、博客营销等手段提升重渡沟网络营销水平的对策建议，并就具体组织实施提出了意见和建议。根据本文分析，重渡沟景区要提高社会知名度、美誉度，在激烈的市场竞争中占据一席之地，必须以提高客户满意度为中心，综合运用各种网络营销方式大力宣传，加大口碑营销力度，在游客心中树立一个独具特色的形象。
[Abstract]:With the development of Internet in China, network marketing plays a more and more important role in enterprise marketing strategy. The characteristics of tourism are very suitable for the development of network marketing, in the combination with traditional marketing and mutual promotion is increasingly mature. Luanchuan Chongdugou Natural Scenic area with its beautiful scenery resources rich historical and cultural heritage in recent years the reputation of a large increase attracted a large number of tourists come. However, compared with the advanced scenic area, there is still a big gap between the recrossing ditch and the scenic spot. It is necessary to further increase the marketing strength, enhance the level of scenic spot, and obtain a greater market share. At present, the development of the resort has entered a mature stage, the traditional marketing due to the high investment costs, expected results are difficult to determine the shortcomings of the further development of the ditch. In order to further enhance the competitiveness of the Resort Scenic spot, we should pay attention to the research of tourism market, strengthen the promotion and improve the marketing effect. The network marketing method provides a new marketing method for the resort and becomes a new trump card to promote the tourism development of the recrossing ditch. This paper analyzes the present situation and main problems of the network marketing of the re-crossing ditch by the methods of literature retrieval, comparative analysis, theory and practice, and puts forward some concrete improvement strategies. On the basis of reviewing the related theories of tourism network marketing, this paper analyzes the problems such as the popularity, the lack of reputation, the insufficient function of website marketing, the relatively single marketing method, and so on, and puts forward the application of website marketing. Database marketing, Weibo marketing, network community marketing, blog marketing, etc. According to the analysis of this paper, in order to improve the social popularity and reputation, and to occupy a place in the fierce market competition, the resort must focus on improving customer satisfaction, and make comprehensive use of various network marketing methods to promote it. Increase word of mouth marketing efforts, in the hearts of tourists to establish a unique image.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F274

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