瑞金红色景区发展战略研究

发布时间：2018-05-17 20:34

本文选题：瑞金 + 红色景区　；参考：《南昌大学》2013年硕士论文

【摘要】：红色旅游自2004年以来,呈现出蓬勃发展的局面,这既是人们需求多样化的重要选择,也是经济社会发展的必然趋势,特别是在政府的鼓励和引导下,红色旅游已吸引越来越多的人们的兴趣和积极参与。在此背景下,瑞金红色景区的建设也应运而生,但国内红色旅游产品、线路、服务的增多,也对瑞金红色景区的建设提出新的挑战。本文旨在通过对国内外战略规划、红色旅游等文献的分析、研究,对瑞金发展红色景区的优劣势、机会与威胁等进行分析,扬长避短,抓住机遇、避免威胁,发挥比较优势、避免竞争误区；抓住特色、促进转型,突出核心项目、形成核心竞争能力。瑞金红色景区建设的优势主要有气候宜人、交通便捷,资源丰富、生态环境良好,品牌形象较好、宣传推广有力,同时瑞金还有着丰富的历史文化和民俗风情背景及优厚的政策支持等其他优势。但是瑞金红色景区建设也存在着一些不利的因素,主要表现在资金短缺、基础服务设施落后,公共承载力脆弱,市场管理落后、营销人才匮乏等等方面。国家和地方政府在产业发展政策上的支持和扶持,国家中部崛起的部署和瑞金“9+6”片区建设蓝图也无疑成为瑞金红色景区建设难得的良好发展机遇。从另一方面来看,游客旅游动机和需求的多样化、个性化,市场开发的同质性、红色旅游的阶段性等也给瑞金红色景区的发展带来各种各样、程度各异的冲击。因此文章建议以‘红色故都、共和国摇篮、中央红军长征出发地”这一主题为突破口,突出特色,强化品牌形象；以红色景区配套服务为抓手,提升瑞金红色景区软实力：以区域间的协调联动为纽带,推动景区抱团发展。同时,本文也为瑞金红色景区战略规划实施提出了一系列建议：为保障瑞金红色景区战略规划的全面、有效落地,要围绕“红色故都·七彩瑞金”总目标,加强品牌提炼、培育和推广；加强区域合作,实行媒介互动,制造营销事件,吸引社会眼球,提升知名度、美誉度,通过扩大市场心理占有度,提高市场的实际占有率；完善市场合作开发互补机制、经营管理绩效考核机制、景区服务机制等配套服务机制,增强景区管理和运行活力,提升景区的组织、销售和竞争能力；政府通过政策调控实现对瑞金红色景区发展进行规范、引导和保护,实现依法治旅；丰富融资方式,拓展融资渠道,通过不同投资主体的参与,规范、约束和促进项目市场化运作；多渠道培养引导和治理,满足景区发展各层次发展需求；完善基础设施和管理体系,提高管理水平,注重环境保护,实现可持续发展。本文提出的一些建议可为瑞金红色景区战略规划与发展提供可资借鉴的选择路径。
[Abstract]:Red tourism has been booming since 2004, which is not only an important choice for people to diversify their needs, but also an inevitable trend of economic and social development, especially under the encouragement and guidance of the government. Red tourism has attracted more and more people's interest and active participation. In this context, the construction of Ruijin Red Scenic spot also came into being, but the increase of domestic red tourism products, routes and services also posed a new challenge to the construction of Ruijin Red Scenic spot. The purpose of this paper is to analyze the advantages and disadvantages, opportunities and threats of Ruijin's development of red scenic spots through the analysis of domestic and foreign strategic planning, red tourism and other documents, so as to take advantage of the advantages and disadvantages, seize the opportunities, avoid threats, and give play to comparative advantages. Avoid the misunderstanding of competition, grasp the characteristics, promote the transformation, highlight the core projects, and form the core competitive ability. The main advantages of Ruijin Red Scenic spot construction are pleasant climate, convenient transportation, rich resources, good ecological environment, good brand image, and strong publicity and promotion. At the same time, Ruijin also has rich historical, cultural and folk customs background and generous policy support and other advantages. However, there are some unfavorable factors in the construction of Ruijin Red Scenic spot, such as shortage of funds, backwardness of basic service facilities, weak public carrying capacity, backward market management, shortage of marketing talents and so on. The support and support of the national and local governments in industrial development policy, the deployment of the rise of the central part of the country and the blueprint for the construction of Ruijin's "9 6" area have undoubtedly become a rare good development opportunity for the construction of Ruijin Red Scenic spot. On the other hand, the diversification and individuation of tourist motivation and demand, the homogeneity of market development and the stage of red tourism also bring various kinds of impacts to the development of Ruijin Red Scenic spot. Therefore, the article suggests that the theme 'Red City, Republic Cradle, Central Red Army's long March departure place' be the breakthrough point, highlight the characteristics, strengthen the brand image, and take the matching service of the Red Scenic spot as the grasp. Promote the soft power of Ruijin Red Scenic spot: promote the development of the scenic spot with coordination and linkage between regions. At the same time, this paper also puts forward a series of suggestions for the implementation of the strategic planning of Ruijin Red Scenic spot: in order to ensure the comprehensive and effective landing of the strategic planning of Ruijin Red Scenic spot, we should focus on the overall goal of "Red and colorful Ruijin" and strengthen brand refining. Foster and promote; strengthen regional cooperation, implement media interaction, create marketing events, attract social attention, enhance popularity, reputation, through expanding the market psychological possession, improve the actual market share; Perfect market cooperation and develop complementary mechanism, management performance appraisal mechanism, scenic spot service mechanism and other supporting service mechanisms, enhance the vitality of the management and operation of scenic spots, enhance the organization, sales and competitiveness of scenic spots; Through policy regulation and control, the government can standardize, guide and protect the development of Ruijin Red Scenic spot, and realize the administration of tourism according to law; enrich financing methods, expand financing channels, and standardize the development of Ruijin Red Scenic spot through the participation of different investors. To restrict and promote the market-oriented operation of the project; to train and guide the projects through multiple channels to meet the needs of the development of scenic spots at all levels; to improve the infrastructure and management system; to improve the management level; to pay attention to environmental protection; to realize sustainable development. Some suggestions in this paper can be used for reference in the strategic planning and development of Ruijin Red Scenic spot.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【参考文献】