杭州旅游“夜经济”营销探析

发布时间：2018-05-30 10:20

本文选题：“夜经济” + 营销　；参考：《北京第二外国语学院》2013年硕士论文

【摘要】：“夜经济”作为拉动城市经济发展的重要引擎，催生出的各种夜间经济活动和夜概念，已成为新时期经济发展和市民生活的重要商业资源和时尚潮流。夜经济的繁荣是城市繁华的表现，也充分反映城市的时尚度。从某种意义上而言，“夜经济”越发达，其城市的经济发展越充满活力。杭州，作为知名的“东方休闲之都”、“生活品质之城”，其十年如一日的“西湖免票制”和每年成功举办的西湖博览会为杭州赢得了海内外一片赞誉，数度蝉联“中国最具幸福感城市”榜首。尤其是继北京、广州、上海、重庆、成都、长沙“夜经济”发展初见端倪后，如何点亮杭城“夜经济”这颗熠熠生辉的璀璨明珠，使白天的人声鼎沸得以延续到夜幕降临之后，就成为杭州打造“国际重要旅游休闲中心”进程中的一项攻坚任务。面对激烈的竞争和挑战，旅游夜间休闲产品的丰富与否已被摆上议事日程。在此基础上，如何有效利用多方媒体和公共资源，探析依托本土十大特色潜力行业,锁定中外游客和本地居民的城市旅游“夜经济”营销是一个值得重点研究的课题。为科学评价杭州旅游“夜经济”营销，本文首先对中外文献做回顾和综述，指出目前国内外普遍对旅游“夜经济”现象关注得多，对营销探讨得少。接着从概念出发，简单阐述了城市旅游的定义，着重对“夜经济”做了辩证分析。指出当前对“夜经济”的解释存在三个误区。分别是将“夜经济”纯粹地等同于“灯光经济”、“延时经济”和“两高经济”。再通过国内外典型城市旅游“夜经济”举例，建立城市旅游“夜经济”营销理论体系。陈述杭州旅游“夜经济”发展的基础条件，分析营销的现状和问题。在此基础上提出研究对策。市场细分、差异化营销。总结出五大针对杭州旅游“夜经济”营销的策略。其中理论体系的建立和营销策略的总结是本论文的创新之处。本文主体分为五部分。第一章为绪论。主要介绍城市旅游“夜经济”产生的背景。指出随着国民经济的发展和人民生活水平的提高，在当前工作生活作息时间调整、大众消费观念转变、公众媒体舆论引导和夜间休闲活动场所增加等各项因素影响下城市旅游“夜经济”出现的必然性及其目的和意义。回顾国内外文献和综述，从杭州的自身条件和战略定位出发，说明旅游“夜经济”对城市发展的重要性。同时论述研究的理论、现实意义；总结本文研究内容和研究方法。第二章为城市旅游“夜经济”营销的概念和理论体系。本文所指“夜经济”是指在夜间发生的位于住所外的各种消费，涵盖夜间吃、住、行、游、购、娱等领域，主要需求对象为本地市民和中外游客，主要供给以各类营利性企业为主，也包括一些非营利性和公益性的机构和设施。接着阐述营销的概念。通过新加坡和上海“夜经济”发展的成功案例，建立城市旅游“夜经济”营销的理论体系。即环境分析——市场细分——定位-品牌-形象——“依恋-忠诚”模式。第三章为杭州旅游“夜经济”营销现状和问题。首先分析杭州旅游“夜经济”发展的基础条件。接着列举“全球知名旅游城市夜游项目汇总表”和“2012年杭州‘夜经济’主题推广配套活动一览表”。在此基础上，分析杭州旅游“夜经济”营销现状。夜游主题网站建设、夜游电子消费券的发放；“明”消费联盟的成立等，新媒体运用充分、法律保障有力。但同时存在着市场细分和产品差异化欠缺等问题。第四章是杭州旅游“夜经济”营销对策研究。具体从市场进一步细分、产品差异化和营销手段差异化等方面展开；梳理杭州旅游“夜经济”14大休闲精品；提出针对杭州旅游“夜经济”的五大营销策略：品牌营销、社会营销、弱点营销、病毒营销、整合营销。第五章是全文回顾和总结。简要概括主要的研究工作，提出选题创新和研究方法创新。用北二外旅游管理专业硕士营销学理论指导实践，建立城市“夜经济”旅游营销理论体系。结合自己在杭州旅游“夜经济”主题推广活动前期所做的营销准备，大胆探索针对杭州旅游“夜经济”量身定制的营销策略。对杭州旅游“夜经济”营销的未来提出展望，预测其营销的愿景、营销的转型方向和营销的预期模式。最后总结全文，提出城市旅游“夜经济”营销是一个现在进行时，，是一个全方位不断自我更新的动态过程。
[Abstract]:"Night economy" as an important engine for stimulating the development of the city's economic development, the nighttime economic activities and nocturnal concepts have become the important commercial resources and fashion trends of the economic development and the living of the citizens in the new period. The prosperity of the night economy is the performance of the city and the fashion of the city. In a sense, " The more developed the night economy, the more vibrant the city's economic development is.
Hangzhou, as the famous "capital of leisure in the East", "the city of quality of life", its ten year "West Lake free ticket system" and the West Lake Expo, which has been successfully held every year, won the praise at home and abroad for Hangzhou, and the number of "China's most happy city" is the top of the number.
In particular, after Beijing, Guangzhou, Shanghai, Chongqing, Chengdu and Changsha "night economy" developed, how to light up the bright bright pearl of the "night economy" of Hangzhou City, so that the day's popularity can continue until the fall of night, it becomes a hard task in the process of creating the "international important tourism and leisure center" in Hangzhou. Business.
In the face of fierce competition and challenge, the richness of leisure products in the night has been put on the agenda. On this basis, how to effectively utilize the multi-party media and public resources and explore the "night economy" marketing, which relies on the ten local characteristics and potential industries, is a key study. Subject.
In order to scientifically evaluate the "night economy" marketing of Hangzhou tourism, this paper first reviews and summarizes the Chinese and foreign literature, points out that there is a lot of attention to the phenomenon of "night economy" at home and abroad and less on marketing. Then from the concept, the definition of urban tourism is briefly expounded, and the dialectical analysis of "night economy" is emphasized. There are three misunderstandings in the former interpretation of the "night economy". The "night economy" is the pure equivalent of "light economy", "time delay economy" and "two high economy". Through the example of "night economy" in typical urban tourism at home and abroad, the "night economy" marketing theory system of urban tourism is set up. The "night economy" of Hangzhou tourism is stated. The basic conditions of the exhibition, the analysis of the current situation and problems of marketing. On this basis, the research countermeasures are put forward. Market segmentation and differential marketing are put forward. Five major strategies for Hangzhou tourism "night economy" marketing are summed up. The establishment of the theoretical system and the summary of marketing strategies are the innovations of this paper.
The main body of this article is divided into five parts.
The first chapter is the introduction. It mainly introduces the background of the "night economy" of urban tourism. It points out that with the development of the national economy and the improvement of the people's living standard, the adjustment of the working life and rest time, the change of the public consumption concept, the guidance of public media and the increase of night leisure activities, and other factors affect the city tourism. The inevitability, purpose and significance of the emergence of the night economy. Review the literature and summary at home and abroad, from the conditions and strategic orientation of Hangzhou, to illustrate the importance of the "night economy" to the development of the city. At the same time, the theory and practical significance of the study are discussed, and the internal capacity and research methods of this study are summarized.
The second chapter is the concept and theoretical system of the "night economy" marketing of urban tourism. This article refers to the "night economy" refers to all kinds of consumption outside the residence at night, covering the areas of night eating, living, traveling, traveling, shopping, entertainment and other fields. The main demand is for local citizens and Chinese and foreign tourists, mainly for all kinds of profit making enterprises, and also include Some non-profit and public welfare institutions and facilities. Then the concept of marketing is expounded. Through the successful cases of "night economy" in Singapore and Shanghai, the theoretical system of "night economy" marketing is set up.
The third chapter is the marketing status and problems of the "night economy" in Hangzhou. First, it analyzes the basic conditions for the development of the "night economy" in Hangzhou. Then it lists "the list of the night travel projects in the world famous tourist cities" and the "2012 Hangzhou 'night economy" theme extension list. On this basis, the "night classics of Hangzhou tourism" are analyzed. The marketing status of "Ji", the construction of the theme website for the night tour, the issuance of the night tour electronic consumer voucher, the establishment of the "Ming" consumption alliance, the full application of the new media and the strong legal guarantee, but there are some problems in the market segmentation and the lack of product differentiation.
The fourth chapter is the research on the marketing strategy of Hangzhou tourism "night economy". From the further segmentation of the market, the difference of product and the difference of marketing means, this paper combs the 14 leisure products of the "night economy" of Hangzhou tourism, and puts forward five marketing strategies for the "night economy" of Hangzhou Tourism: brand marketing, social marketing, and weakness camp Sales, virus marketing, integrated marketing.
The fifth chapter is the review and summary of the full text, briefly summarizing the main research work, putting forward the innovation of topic selection and research method innovation. Using the theory of marketing of the master of Tourism Management in the second foreign country to guide the practice, the theory system of the city "night economy" Tourism marketing is set up. Marketing preparation, boldly exploring the marketing strategy tailored to Hangzhou tourism "night economy". The future of the "night economy" marketing in Hangzhou is prospected, the vision of its marketing, the direction of marketing transformation and the expected mode of marketing are predicted. Finally, the full text is put forward that the marketing of the "night economy" in urban tourism is a present, It is a dynamic process of omni-directional self renewal.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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