湖南省莽山国家森林公园服务营销策略研究

发布时间：2018-05-17 10:03

本文选题：湖南莽山国家森林公园 + 顾客满意　；参考：《湖南大学》2013年硕士论文

【摘要】：如今全球经济日渐呈现萎靡的状态,作为成长最快的“朝阳产业”,旅游业仍保持着迅速的增长。作为新型的现代旅游资源,森林公园的发展一直备受业界关注。随着我国旅游业的蓬勃发展,森林公园的旅游服务已成为业界竞争的主要筹码。只有制定完善的服务营销策略,提升景区知名度和美誉度,才能实现旅游景区在经营上的可持续发展。本文在国内外营销战略理论、服务营销理论、顾客价值理论的研究基础上,通过对湖南省莽山国家森林公园的服务营销现状进行分析,采用理论分析与实例相结合、借鉴成功经验与开拓创新相结合的方法,对莽山国家森林公园的服务营销策略进行了研究和探讨,期望建立一套符合莽山国家森林公园的服务营销模式。在制定莽山国家森林公园的服务营销战略方面,通过市场细分、目标市场选择和市场定位,来实现吸引消费者的目的；在构建莽山国家森林公园的服务营销组合方面,运用产品、价格、渠道、沟通、人员、有形展示和服务过程七个要素,来满足消费者需求,实现顾客满意和顾客忠诚；在莽山国家森林公园服务营销策略的组织实施方面,拟定了实施的保障措施。本文通过把服务营销的理论与莽山国家森林公园的经营实践相结合,提出了适合行业特点与企业现状的服务营销策略和实施保障措施,具有一定的针对性和操作性,对莽山国家森林公园应对日益复杂化的旅游市场竞争、全面提升企业竞争力具有积极的指导意义。
[Abstract]:As the fastest growing "sunrise industry", the tourism industry is still growing rapidly. As a new modern tourist resource, the development of Forest Park has always been paid attention to. With the vigorous development of China's tourism industry, the tourism service of Forest Park has become the main competition in the industry. Only by developing a perfect service marketing strategy and enhancing the visibility and reputation of scenic spots can we achieve the sustainable development of tourist attractions.
On the basis of the domestic and foreign marketing strategy theory, service marketing theory and customer value theory, the present situation of service marketing in Hunan Mang Mountain National Forest Park is analyzed by combining theoretical analysis with examples and using the method of combining successful experience with pioneering and innovation, and the service camp of Mang Mountain National Forest Park. The marketing strategy is studied and discussed in order to establish a service marketing model conforming to the Forest Park of the Mang Mountain National Forest Park. In the formulation of the service marketing strategy of the Forest Park in the Mang Mountain National Forest Park, market segmentation, target market selection and market positioning are used to achieve the purpose of attracting consumers; and the service camp of the Forest Park of the Mang Mountain is constructed. In the aspect of marketing and marketing, seven elements of product, price, channel, communication, personnel, tangible display and service process are used to meet the needs of consumers and realize customer satisfaction and customer loyalty. In the organization and implementation of service marketing strategy in Mang Mountain National Forest Park, the guarantee measures are drawn up.
By combining the theory of service marketing with the management practice of the Forest Park in Mang Mountain, this paper puts forward the service marketing strategy and implementation guarantee measures suitable for the industry characteristics and the current situation of the enterprise. It has certain pertinence and operability. It will improve the enterprise of the Forest Park of Mang Mountain to deal with the increasingly complex tourism market and promote the enterprise in an all-round way. Competitiveness has a positive guiding significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F274

【参考文献】