辽宁省铁岭县“大甸子羊汤文化旅游节”营销策略研究

发布时间：2018-06-16 04:44

  本文选题：文化旅游 + 营销　； 参考：《吉林大学》2012年硕士论文

【摘要】：“铁岭大甸子羊汤文化旅游节”是铁岭市乃至辽宁省知名的特色旅游品牌，从2006年开始每年举办一次，力图通过打造以羊汤为龙头的整体旅游服务产品，应对市场竞争。近年来，铁岭大甸子镇大力发展羊汤产业，挖掘羊汤文化，成功地吸引了大量游客，同时以羊汤为龙头的餐饮业得到了快速发展，然而与此相关的产业却发展缓慢。此外，不断满足游客需求、刺激游客多方面的消费对大甸子镇提出了新的挑战，要想保持良好势头，继续发展扩大，就必须制定新的发展策略。因此，有必要研究分析“大甸子羊汤文化旅游节”现有的营销现状及其存在的问题，进一步分析问题存在的原因，从而提出未来大甸子镇羊汤节品牌营销的对策。 本文运用营销管理的基本理论，重点研究辽宁省铁岭县“大甸子羊汤文化旅游节”的营销策略。首先对“大甸子羊汤文化旅游节”的发展情况进行客观分析，并提出“大甸子羊汤文化旅游节”目前所存在的现实问题；其次，本文分别从市场环境和竞争者两方面进行分析，重新进行市场定位和确立目标客户群，从而探索研究问题的原因；最后，通过对“大甸子羊汤文化旅游节”的品牌营销策略研究，并借鉴国内外先进地区的经验，本文提出“打造“大甸子羊汤”标准化特色品牌”、“相关产品一体化、集团化发展”、“品牌带动规模化发展”、“打造政府与经营者共同参与的平台”四条营销发展策略。本文拟综合运用营销管理的基本理论以及SWOT比较分析法，对“大甸子羊汤文化旅游节”由于市场不断变化而使营销面临的营销要素发展不均衡、营销相关产品开发不足等方面的现实问题进行研究与分析，通过目标市场和竞争者等角度分析，进一步深入探索问题产生的原因。 通过上述分析和讨论，本文对于“大甸子羊汤文化旅游节”的营销提出了相应对策：为实现“大甸子羊汤文化旅游节”营销发展策略新目标，，首先，政府的角色和作用需要重新定位；其次，要不断地引入、培养相关专业人才，组建自己的专业团队。同时，要让更多的经营者积极参与进来，充分发挥他们的主观能动性；第三，要继续坚持整体发展与整体营销相配合。努力实现打造“大甸子羊汤”标准化特色品牌；相关产品一体化、集团化发展；通过品牌带动，实现规模化发展，并且在新的环境下以及新的市场中和新的对手们进行新的竞争。综上所述，本文的研究对实现打造“能够全面满足不同客户需求的完整乡村生态游”的目标，以及今后大甸子镇发展特色旅游经济具有一定的理论指导意义和现实意义。
[Abstract]:Tieling Dadianzi Yangtang Culture Tourism Festival is a famous tourism brand in Tieling City and even Liaoning Province. It is held every year since 2006, trying to cope with the market competition by creating the whole tourism service product with sheep soup as the leading product. In recent years, Tieling Dadianzi Town vigorously developed sheep soup industry, excavated sheep soup culture, and successfully attracted a large number of tourists. Meanwhile, the catering industry with sheep soup as its leader has developed rapidly, but the related industries have developed slowly. In addition, to meet the needs of tourists and stimulate the tourists to consume in many ways has put forward new challenges to the town of Dadianzi. If we want to maintain the good momentum and continue to develop and expand, we must formulate new development strategies. Therefore, it is necessary to study and analyze the present marketing situation and existing problems of "Dadianzi Sheep Soup Culture Tourism Festival", and further analyze the causes of the problems, and then put forward the countermeasures of brand marketing of Dadianzi Sheep Soup Festival in the future. Based on the basic theory of marketing management, this paper focuses on the marketing strategy of "Dadianzi Yangtang Cultural Tourism Festival" in Tieling County, Liaoning Province. Firstly, the development of "Dadianzi Sheep Soup Culture Tourism Festival" is objectively analyzed, and the practical problems existing in "Dadianzi Goat Tang Culture Tourism Festival" are put forward. Secondly, this paper analyzes the market environment and competitors, respectively. To reposition the market and establish the target customer base, so as to explore the reasons for the research; finally, through the research on the brand marketing strategy of the "Dadianzi Yangtang Culture Tourism Festival", and draw lessons from the experience of advanced regions at home and abroad, This paper puts forward four marketing development strategies such as "building" standardized brand "of" Dadianzi sheep soup "," integration of related products, development of collectivization "," promoting large-scale development by brand "and" creating a platform in which the government and the operator participate together ". Based on the basic theory of marketing management and SWOT comparative analysis, this paper intends to make an unbalanced development of the marketing elements of "Dadianzi Yangtang Culture Tourism Festival" due to the constant changes of the market. This paper studies and analyzes the practical problems in marketing related products such as insufficient development, and further explores the causes of the problems through the analysis of the target market and competitors. Through the above analysis and discussion, this paper puts forward the corresponding countermeasures for the marketing of "Dadianzi Yangtang Culture Tourism Festival": in order to realize the new target of marketing development strategy of "Dadianzi Yangtang Culture Tourism Festival", first of all, The role and role of the government need to be reoriented. Secondly, it is necessary to continuously introduce and train relevant professionals and set up their own professional teams. At the same time, to let more operators actively participate in, give full play to their initiative; third, we should continue to adhere to the overall development and overall marketing coordination. Strive to build a standardized brand of "Dadianzi Sheep Soup"; integrate related products and develop into groups; achieve large-scale development through brand driven, And in the new environment and in the new market and new competition with the new competitors. To sum up, the research in this paper has certain theoretical and practical significance to realize the goal of "complete rural ecological tour which can meet the needs of different customers" and to develop the characteristic tourism economy in Dadianzi Town in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7

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