台儿庄古城旅游产品营销策略研究

发布时间：2018-07-13 19:18

【摘要】：枣庄市作为一座资源枯竭型城市,经济转型之路在全国上下引起很大的轰动效应,其中转型之一文化旅游产业——台儿庄古城便是其中的一个核心旅游产品,聚集了很大的人气。台儿庄古城2008年恢复重建,2010年五一对外试运营,先后被评为中国最美水乡、全国首家文化遗产公园、国家AAAAA级旅游景区等殊荣,入围中国最具潜力十大古城。2012年累计接待游客近500万人次。一个新建的古城景区,其作为旅游产品开发较晚,在很多方面仍处于较低水平,如此短的时间内,在国内外的知名度、美誉度节节攀升,其背后的营销策略值得探讨。目前,国内还没有更多的学者对台儿庄古城营销策略进行系统的分析,鉴于此,本文试图通过运用市场营销理论、营销观等理论,对台儿庄古城的旅游产品进行SWOT分析,提出适合台儿庄古城旅游产品的营销策略。本文首先介绍了市场营销4PS、4CS、4RS、4V理论,总结国内外旅游产品营销的相关理论,奠定了整个论文的理论框架。进而对台儿庄古城旅游产品进行SWOT分析,找出古城营销存在的问题、成因、机遇及挑战,基于4PS与4V营销理论提出了古城旅游产品营销的产品策略、价格策略、渠道策略、促销策略、人员策略等,同时将营销观应用到古城产品的营销中,以期完善提升古城营销理论体系与支撑。第五章提出通过组织保障、投入保障和人力资源保障等措施,保障台儿庄古城旅游产品营销策略的实施。本文第六章概括了论文的研究成果及不足之处。运用现代市场营销相关理论、方法和旅游营销观对台儿庄古城旅游产品的营销活动做了较为系统的分析,具有突出的应用特色。
[Abstract]:As a resource-exhausted city, the road of economic transformation in Zaozhuang has caused a great sensation in the whole country. Among them, one of the cultural tourism industry, the ancient city of Taierzhuang, is one of the core tourism products. A great deal of popularity has been gathered. Taierzhuang ancient city was rebuilt in 2008 and put into operation on May 1, 2010. It has been ranked as the most beautiful water town in China, the first cultural heritage park in the country, and the national AAAAA class tourist attraction, etc. The top ten most potential ancient cities in China. In 2012, the total number of tourists received nearly 5 million. A newly built ancient city scenic spot, which is developed late as a tourist product, is still at a low level in many aspects. In such a short time, the popularity and reputation of the scenic spot at home and abroad are rising, and the marketing strategy behind it is worth discussing. At present, there are no more scholars on the Taierzhuang ancient city marketing strategy system analysis, in view of this, this article attempts to use the marketing theory, marketing theory and other theories, the tourism products of Taierzhuang ancient city SWOT analysis, Put forward the marketing strategy suitable for the tourism products of Taierzhuang ancient city. This paper first introduces the theory of marketing 4PSX 4CSN 4RS 4V, summarizes the related theories of domestic and foreign tourism product marketing, and establishes the theoretical framework of the whole paper. Then, through SWOT analysis of the tourism products of Taierzhuang ancient city, the problems, causes, opportunities and challenges of the ancient city marketing are found. Based on the 4PS and 4V marketing theory, the product strategy, price strategy and channel strategy of the ancient city tourism product marketing are put forward. At the same time, the marketing concept is applied to the marketing of ancient city products in order to improve the marketing theory system and support. Chapter five puts forward some measures such as organization guarantee, investment guarantee and human resource guarantee to ensure the implementation of tourism product marketing strategy in Taierzhuang ancient city. The sixth chapter of this paper summarizes the research results and shortcomings. This paper makes a systematic analysis of the marketing activities of tourism products in Taierzhuang ancient city by using the relevant theories, methods and concepts of tourism marketing in Taierzhuang, with outstanding application characteristics.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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