广西药用植物园旅游产品及促销组合策划研究
发布时间：2018-10-09 17:01
【摘要】：园区旅游是旅游业的一个组成部分。也是深度旅游发展的一个趋势。对于药用植物园旅游而言,除了对园区进行合理的旅游规划外,根据目标市场需求状况,打造具有吸引力的旅游产品组合,并依据市场情态和旅游产品组合的特点,利用相关促销手段,是实现其旅游发展的基础。 本文从旅游产品的相关理论入手,围绕旅游产品及促销组合的概念、组合形式、组合策略展开了分析研究,参考了大量文献资料,从广西药用植物园的实际情况出发,通过对药物园旅游资源现状的具体分析,对广西药用植物园在旅游产品进行了研究。结合以及药物园旅游总体规划、旅游产品营销规划,采用旅游产品及促销组合的相关理论和方法,对药物园的旅游产品及促销组合进行策划。提出了药物园五条旅游产品线,并对每条产品线进行了深度分析,还确定了旅游产品等级体系。在旅游产品的基础上,又提出促销组合的目标、策略、原则以及四种主要促销手段的优势及运用计划。最后,用目标任务法估计了三类主要细分目标市场的电视广告资金投入。希望能对广西药用植物园旅游今后的发展带来积极的效果,也能为相关行业的旅游产品及促销组合的策划提供一定的参考作用。
[Abstract]:Park tourism is an integral part of tourism. It is also a trend of deep tourism development. For the medicinal botanical garden tourism, in addition to the reasonable tourism planning, according to the demand of the target market, to create an attractive tourism product mix, and according to the market mood and the characteristics of the tourism product mix, The use of relevant promotional measures is the basis for the realization of tourism development. Starting with the related theories of tourism products, this paper analyzes and studies the concepts, forms and strategies of tourism products and promotional combinations, and refers to a large number of literature, starting from the actual situation of Guangxi Medical Botanical Garden. The tourism products of Guangxi Medicinal Botanical Garden were studied by analyzing the current situation of tourism resources. Combining with the overall plan of tourism and the marketing planning of tourism products, the author plans the tourism products and sales promotion mix of the drug park by using the related theories and methods of tourism products and sales promotion mix. This paper puts forward five tourism product lines of the Drug Garden, and makes a deep analysis of each product line, and also determines the tourism product grade system. On the basis of tourism products, the aim, strategy, principle, advantage and application plan of the promotion combination are put forward. Finally, the target task method is used to estimate the investment of TV advertising in three main segments of target market. It is hoped that it will bring positive effect to the future development of Guangxi Medicinal Botanical Garden, and can also provide some reference for the planning of tourism products and sales promotion mix in related industries.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
本文编号：2260088
[Abstract]:Park tourism is an integral part of tourism. It is also a trend of deep tourism development. For the medicinal botanical garden tourism, in addition to the reasonable tourism planning, according to the demand of the target market, to create an attractive tourism product mix, and according to the market mood and the characteristics of the tourism product mix, The use of relevant promotional measures is the basis for the realization of tourism development. Starting with the related theories of tourism products, this paper analyzes and studies the concepts, forms and strategies of tourism products and promotional combinations, and refers to a large number of literature, starting from the actual situation of Guangxi Medical Botanical Garden. The tourism products of Guangxi Medicinal Botanical Garden were studied by analyzing the current situation of tourism resources. Combining with the overall plan of tourism and the marketing planning of tourism products, the author plans the tourism products and sales promotion mix of the drug park by using the related theories and methods of tourism products and sales promotion mix. This paper puts forward five tourism product lines of the Drug Garden, and makes a deep analysis of each product line, and also determines the tourism product grade system. On the basis of tourism products, the aim, strategy, principle, advantage and application plan of the promotion combination are put forward. Finally, the target task method is used to estimate the investment of TV advertising in three main segments of target market. It is hoped that it will bring positive effect to the future development of Guangxi Medicinal Botanical Garden, and can also provide some reference for the planning of tourism products and sales promotion mix in related industries.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
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