南阳市老年旅游市场开发问题研究

发布时间：2018-06-24 20:50

本文选题：南阳 + 老年群体　；参考：《河南大学》2012年硕士论文

【摘要】：随着我国老龄化问题的凸显，老年群体所引发的一系列问题逐渐引起社会的关注。其中，关于如何养老的话题更被人们热议。随着人们经济水平的提高和生活观念的改变，越来越多老年人对生活的追求已经从原来的物质生活转变为对精神生活的追求和改善。从市场营销学角度分析，作为宏观环境之一的人口因素的改变势必会给企业的生存带来机遇或威胁。显而易见，老龄人口的剧增势必会给旅游产业提供更广阔的消费市场，为旅游业的发展提供新的契机，更为该地区的经济增长带来新的动力。以上分析则表明本选题有具现实的社会意义。位于河南省西南部的人口大市南阳，把“旅游带动经济”作为发展主战略，在2000年前后已经进入人口老龄化。老龄化的加剧和旅游经济带动城市的发展思路更使得南阳老年旅游市场开发成为可能。本选题试图在对老年人旅游动机和行为特征分析的基础上，论证了南阳开发老年旅游市场的可行性，运用市场营销理论从旅游企业的供给角度给出技术性的开发策略并提出相关配套的保障措施。研究认为，老年人在对旅游需求的动机满足上比较关注身体健康和精神满足的生理和心理需求；在旅游行为特征上有明显区别于其他年龄群体的选择偏好，如偏爱文化类、健康类养生产品，产品信息获取较狭窄，注重口碑等特点。另外，在对南阳老年旅游市场开发现状的研究中发现，南阳老年旅游存在诸多问题的根本结症在于供需双方的衔接出了问题，即南阳老年群体对旅游的需求仍处于潜在需求状态，老年需求得不到有效刺激，难以释放。使得旅游企业在意识到老年旅游能够带来可观收益的前提下也难越“雷池”一步。基于以上分析，笔者最后构建出“政府领导、企业参与、配套保障”的三方参与模式，并从技术层面向旅游企业提出营销战略及组合策略。其中，在对营销战略的论述中，提出应结合南阳实际情况，总体上以低龄老年人，且收入水平较高者，，出于健康及社交欲望的老年群体作为首选目标市场，具体包括公企离退休人员、较为富裕的城镇老年人、市郊富裕的乡村老年人。在营销策略上笔者从产品、价格、渠道、促销四方面进行论述。研究认为，老年旅游产品开发应以个性化、安全性、服务性为原则，着重开发文化历史类、红色怀旧类、山水观光类、康体保健类、市观光类产品；产品定价方面，新产品比较适合低价渗透策略，现有产品应迎合老年人喜好采用细分市场定价、产品捆绑定价、促销定价三大策略；销售渠道方面，笔者提出把诸如老龄委、老年大学等老年团体组织作为“中间商”的概念，通过同以上团体加强合作，完成产品销售工作；在产品促销上，笔者认为应以“情”贯穿始终，淡化商业味，注入情感因素，将敬老、尊老、爱老的传统文化融入到促销手段中。
[Abstract]:With the aging problem of our country prominent, a series of problems caused by the elderly group gradually aroused the attention of the society. Among them, the topic of how to provide for the aged has been hot discussed by people. With the improvement of people's economic level and the change of life concept, more and more old people's pursuit of life has changed from the original material life to the pursuit and improvement of spiritual life. From the point of view of marketing, the change of population factors, as one of the macro environments, will inevitably bring opportunities or threats to the survival of enterprises. It is obvious that the sharp increase in the aging population will inevitably provide a broader consumer market for the tourism industry, a new opportunity for the development of tourism, and a new impetus for economic growth in the region. The above analysis shows that this topic has realistic social significance. Nanyang, a large population city in the southwest of Henan Province, regards "tourism-driven economy" as the main strategy of development, and has already entered the aging of population around 2000. The aggravation of aging and the development of tourism economy make it possible to develop the aged tourism market in Nanyang. Based on the analysis of the tourism motivation and behavior characteristics of the elderly, this paper tries to demonstrate the feasibility of developing the elderly tourism market in Nanyang. Using marketing theory, this paper puts forward the technical development strategy from the angle of supply of tourism enterprises and puts forward relevant supporting measures. The study shows that the older people pay more attention to the physical and psychological needs of physical and mental satisfaction in terms of their motivation to meet their tourism needs, and that the characteristics of tourism behavior are obviously different from those of other age groups, such as cultural preference. Health products, product information is relatively narrow, pay attention to word-of-mouth and other characteristics. In addition, in the study of the current situation of the development of Nanyang elderly tourism market, it is found that the fundamental problem in Nanyang elderly tourism is the connection between supply and demand. That is, the demand for tourism is still in the potential state of Nanyang elderly group, the elderly needs can not be effectively stimulated, difficult to release. Tourism enterprises realize that the elderly tourism can bring considerable income, and it is difficult for them to cross the "thunder pool". Based on the above analysis, the author finally constructs a tripartite participation model of "government leadership, enterprise participation and supporting guarantee", and puts forward marketing strategy and combination strategy to tourism enterprises from the technical level. Among them, in the discussion of marketing strategy, we should combine the actual situation of Nanyang and take the younger aged people with high income level as the first target market for their health and social desire. These include retirees from public enterprises, the more affluent urban elderly, and the affluent rural elderly in the suburbs. In the marketing strategy, the author from the product, price, channel, promotion four aspects to discuss. The research holds that the development of tourism products for the aged should be based on the principles of individuation, safety and service, focusing on the development of cultural history, red nostalgia, landscape tourism, recreation and health care, city tourism, and product pricing. New products are more suitable for low price penetration strategy, existing products should meet the needs of the elderly to adopt three strategies: subdivision market pricing, product bundling pricing, and promotion pricing. As the concept of "middleman", the senior group organizations such as the university for the aged, through strengthening cooperation with the above groups, complete the work of product sales. In terms of product promotion, the author thinks that "emotion" should be used throughout the whole process to desalinate the commercial flavor and inject emotional factors. The traditional culture of respecting, respecting and loving the elderly is integrated into the sales promotion.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

【参考文献】