崇明旅游产品开发及营销策略研究

发布时间：2018-06-24 13:31

本文选题：崇明旅游 + 旅游产品　；参考：《上海师范大学》2012年硕士论文

【摘要】：上海崇明县旅游资源较为丰富，自开放以来始终处于稳步缓慢发展阶段，，与同时期上海旅游业的高速发展形成强烈的反差。本文运用体验营销理论从产品开发与营销角度，采用问卷与访谈相结合的方法，针对客源渠道、旅游设施、游客偏好等内容设计问卷和访谈内容（调查共发出问卷600份，回收564份，有效率达到94%，其中包括26个与顾客密切相关的问题），对崇明的旅游客源市场需求、旅游产品开发以及营销现状进行分析，并提出有针对性的产品开发定位与营销对策。本文从游客角度对崇明旅游产品开发现状进行分析，并提出有针对性的旅游产品开发与营销策略，给崇明生态旅游提供可借鉴的指导。从游客感知的旅游产品现状来看，崇明已经开发的旅游产品与游客需求之间有交集，但也存在着很大的不同。首先，崇明已经提供了游客所需的基本旅游产品，比如农家乐、度假村等针对不同群体的住宿设施，会议设施等；其次，游客对休闲、体验式旅游产品的需求尚未得到满足，比如游客所期望的主题公园、水上活动、康体中心、娱乐演出等，崇明要发展生态旅游岛，设计与开发必要的休闲度假产品是十分必要的；再次，崇明较长的淡季（冬季）等自然因素也决定了冬季旅游产品较为匮乏的现状。基于此，笔者结合对旅游管理部门的访谈，提出崇明旅游产品的总体定位为生态、休闲度假旅游产品，功能主要有生态居住功能、旅游度假功能、科技研发等功能。将崇明旅游打造成基于自然旅游、生态旅游的，立足崇明、服务上海、展望西太平洋沿岸的，集岛内旅游与环岛旅游、以及浅海下旅游的探险岛旅游复合旅游体。在产品定价方面，基于面向的受众群体的经济特征，展开有服务质量和服务项目差别的差异化定价、服务策略。在产品渠道方面，不仅开拓网络渠道、实体店（旅行社）渠道、立体媒体渠道、平面媒体渠道等。而且在重点开发本地渠道的基础上，有针对性，有目地的拓展外地渠道和海外渠道。在产品促销方面，通过不同区域的不同文化、生活差异，实行不同的促销策略，保证崇明旅游在同质旅游产品中处于相对优势和绝对优势的地位。以此对崇明旅游开发进行明确的定位，辅以明确的市场开发策略、市场营销策略，从而实现崇明自然旅游、生态旅游发展的目的，为崇明旅游业发展打下坚定的基础，为中国旅游市场的扩大提供坚实的保障。
[Abstract]:Chongming County in Shanghai is rich in tourism resources and has been in a steady and slow development stage since the opening up, forming a strong contrast with the rapid development of tourism in the same period. In this paper, from the perspective of product development and marketing, using the method of combining questionnaire with interview, the author designs questionnaires and interviews according to the contents of tourist channels, tourist facilities, tourist preferences, etc. (600 questionnaires were sent out. 564 copies were recovered, and the efficiency reached 94 points, including 26 issues closely related to the customers. The paper analyzed Chongming's tourist market demand, tourism product development and marketing status quo. And put forward targeted product development positioning and marketing countermeasures. This paper analyzes the current situation of Chongming tourism product development from the perspective of tourists, and puts forward targeted tourism product development and marketing strategies, which can be used for reference to Chongming ecotourism. Judging from the current situation of tourism products perceived by tourists, there is an intersection between the tourism products developed by Chongming and tourists' needs, but there are also great differences. First, Chongming has already provided basic tourist products needed by tourists, such as Nongjiale, Resort and other accommodation facilities for different groups, conference facilities, etc. Secondly, tourists' demand for leisure and experiential tourism products has not yet been met. For example, the theme parks, water sports, recreation and sports centers, entertainment performances and so on that tourists expect, it is very necessary for Chongming to develop eco-tourism island, to design and develop necessary leisure and vacation products; again, The long off-season (winter) and other natural factors also determine the lack of tourism products in winter. Based on this, the author puts forward that the overall orientation of Chongming tourism products is ecological, leisure and vacation tourism products, with the main functions of ecological residence, tourism vacation, science and technology research and development, and so on. Chongming tourism will be based on natural tourism, eco-tourism, based on Chongming, serving Shanghai, looking forward to the western Pacific coast, island tourism and island tourism, as well as shallow sea tourism adventure island tourism complex tourism body. In the aspect of product pricing, based on the economic characteristics of the target audience, the differential pricing and service strategy with different service quality and service items are carried out. In product channel, not only open up network channel, physical store (travel agency) channel, stereo media channel, print media channel, etc. And in the development of local channels on the basis of targeted, targeted expansion of foreign channels and overseas channels. In the aspect of product promotion, through different cultures and different living conditions in different regions, different promotion strategies are carried out to ensure Chongming tourism is in the position of relative advantage and absolute advantage in homogeneous tourism products. In this way, the tourism development of Chongming is clearly positioned, supplemented by clear market development strategy and marketing strategy, so as to achieve the purpose of Chongming natural tourism and ecological tourism development, and lay a firm foundation for Chongming tourism development. For the expansion of China's tourism market to provide a solid guarantee.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F274

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