长沙休闲农庄的STP战略研究

发布时间：2018-05-18 21:27

本文选题：休闲农庄 + STP战略　；参考：《中南林业科技大学》2012年硕士论文

【摘要】：随着休闲旅游的兴起,休闲农业作为朝阳产业吸引了很多资金,资金的投入带来了长沙休闲农庄的蓬勃发展。在休闲农庄快速发展的同时,不可避免存在一些问题。本文从市场细分、目标市场和市场定位的角度窥探长沙休闲农庄存在的问题,针对休闲农庄的品牌打造方面提出相应的营销对策,具体内容如下： (1)对星级农庄和小型农庄(农家乐)的发展和营销现状进行现场调研,休闲农庄普遍存在重发展轻营销的现象,在发展和营销上存在很多问题,休闲农庄的营销滞后于休闲农庄的发展、网路营销做得很不规范。 (2)对长沙休闲旅游消费者的人口学特征和消费者行为特征进行调研,人口学特征主要是性别、受教育水平、职业分布、收入情况,现居地,消费者行为则主要为旅游动机、出游方式、出游频率、信息来源、消费者满意度等,采取数据统计分析的方法总结休闲旅游市场的相关特征。 (3)总结了长沙休闲农庄发展和营销存在的问题、休闲旅游的发展趋势以及长沙休闲农庄发展的外部机遇和外部挑战,指出了长沙休闲农庄有三点竞争优势：二型社会下的绿色品牌高地优势、人才聚集优势、市场优势。 (4)对长沙休闲旅游市场进行市场细分,休闲企业应当明确自己的核心竞争力。目标市场上休闲企业众多,每个休闲企业应当明确自己在目标市场的位置采取相应的营销策略,进而打造休闲农庄个性品牌。 (5)对有机观光体验休闲农庄浩博农庄的STP战略进行了简单的介绍和评价。浩博农庄作为湖南省有机休闲观光体验农庄的市场领先者,应当采取发展的策略,扩大省内市场占有量的同时积极开拓省外市场。
[Abstract]:With the rise of leisure tourism, leisure agriculture as a sunrise industry attracted a lot of funds, the investment of funds brought about the vigorous development of Changsha leisure farm. In the leisure farm rapid development, there are inevitably some problems. From the angle of market segmentation, target market and market positioning, this paper explores the problems existing in Changsha leisure farm, and puts forward the corresponding marketing countermeasures for the brand building of leisure farm. The specific contents are as follows: 1) the field investigation on the development and marketing status of star-level farm and small farm (farmhouse) shows that leisure farm has the phenomenon of attaching importance to development and light marketing, and there are many problems in development and marketing. The marketing of leisure farm lags behind the development of leisure farm. (2) the demographic characteristics and consumer behavior characteristics of leisure tourism consumers in Changsha are investigated. The demographic characteristics are mainly gender, education level, occupation distribution, income, current residence, and consumer behavior is mainly tourism motivation. The methods of travel, travel frequency, information source, consumer satisfaction and so on are used to summarize the relevant characteristics of leisure tourism market. This paper summarizes the problems existing in the development and marketing of Changsha leisure farm, the development trend of leisure tourism, and the external opportunities and challenges for the development of Changsha leisure farm. It points out that Changsha leisure farm has three competitive advantages: green brand highland advantage, talent gathering advantage and market advantage. Fourth, the market segmentation of Changsha leisure tourism market, leisure enterprises should clarify their core competitiveness. There are many leisure enterprises in the target market. Each leisure enterprise should make clear its own position in the target market and adopt corresponding marketing strategy to build the individual brand of leisure farm. This paper briefly introduces and evaluates the STP strategy of the organic sightseeing and leisure farm. As the market leader of organic leisure and sightseeing experience farm in Hunan province, Haobo farm should adopt the strategy of development, expand the amount of market in the province and actively open up the market outside the province at the same time.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F327

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