井冈山景区营销策略研究
发布时间：2018-11-08 15:31
【摘要】：井冈山是全国红色旅游重点景区之一,在红色旅游浪潮中格外引人注目,旅游业也成为地区经济发展中的重要支柱性产业。大力发展红色旅游,对促进井冈山地区社会经济快速健康发展有着十分重要的意义。但是,井冈山景区要在竞争激烈的市场环境中立于不败之地,继续保持旅游带动地区社会经济发展的巨大效应,必须通过系统有效的营销策略研究来进一步强化市场营销。 井冈山有着深刻的历史文化蕴涵与优美的自然生态环境,红色旅游是井冈山旅游的立业之本。目前景区游客以接受红色教育的团队组织为主,客源结构相对比较单一。市场竞争日趋激烈的背景下,井冈山景区必须在保持红色旅游的优势同时打造综合性旅游景区,以满足游客日益多元的旅游需求。因此,景区旅游产品要在保持红色主体特色的前提下进一步多元化,同时大力完善配套设施,提高旅游服务水平。井冈山景区以往的营销效益与同类景区相比还存在很大发展空间；营销策略以节事营销、政治营销为主,过于注重政府主导,不够重视市场需求。针对上述问题,井冈山景区应分别从树立品牌营销意识、运用多元化营销手段、加强营销队伍建设及规范景区管理等方面进一步提升景区市场营销绩效,从而达到提高景区综合竞争力,有效拓展客源市场的目的。
[Abstract]:Jinggang Mountain is one of the key scenic spots of red tourism in China, which attracts special attention in the red tourism tide. Tourism has also become an important pillar industry in the development of regional economy. It is of great significance to develop red tourism to promote the rapid and healthy development of social economy in Jinggang Mountain area. However, if Jinggangshan Scenic area wants to remain invincible in the competitive market environment and continue to maintain the huge effect of tourism driving the social and economic development of the region, it must further strengthen the marketing through systematic and effective marketing strategy research. Jinggang Mountain has profound historical and cultural implication and beautiful natural ecological environment. Red tourism is the foundation of Jinggang Mountain tourism. At present, the scenic area tourists are mainly organized by the red education team, and the tourist source structure is relatively single. Under the background of increasingly fierce market competition, Jinggangshan scenic area must maintain the advantages of red tourism and create comprehensive tourist spots to meet the increasingly diversified tourist demand. Therefore, tourism products of scenic spots should be diversified on the premise of maintaining the main features of the red subject, at the same time, the supporting facilities should be improved and the level of tourism service should be improved. Compared with the similar scenic spots, there is still much room for development in the past marketing benefits of Jinggangshan Scenic spot. The marketing strategy is mainly about saving things and political marketing, and pays too much attention to the government, but not to the market demand. In view of the above problems, Jinggangshan Scenic area should further improve the marketing performance of the scenic spot from the aspects of establishing brand marketing consciousness, using diversified marketing means, strengthening the construction of marketing team and standardizing the management of scenic spots. In order to improve the comprehensive competitiveness of scenic spots, effectively expand the tourist market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.7
本文编号：2318898
[Abstract]:Jinggang Mountain is one of the key scenic spots of red tourism in China, which attracts special attention in the red tourism tide. Tourism has also become an important pillar industry in the development of regional economy. It is of great significance to develop red tourism to promote the rapid and healthy development of social economy in Jinggang Mountain area. However, if Jinggangshan Scenic area wants to remain invincible in the competitive market environment and continue to maintain the huge effect of tourism driving the social and economic development of the region, it must further strengthen the marketing through systematic and effective marketing strategy research. Jinggang Mountain has profound historical and cultural implication and beautiful natural ecological environment. Red tourism is the foundation of Jinggang Mountain tourism. At present, the scenic area tourists are mainly organized by the red education team, and the tourist source structure is relatively single. Under the background of increasingly fierce market competition, Jinggangshan scenic area must maintain the advantages of red tourism and create comprehensive tourist spots to meet the increasingly diversified tourist demand. Therefore, tourism products of scenic spots should be diversified on the premise of maintaining the main features of the red subject, at the same time, the supporting facilities should be improved and the level of tourism service should be improved. Compared with the similar scenic spots, there is still much room for development in the past marketing benefits of Jinggangshan Scenic spot. The marketing strategy is mainly about saving things and political marketing, and pays too much attention to the government, but not to the market demand. In view of the above problems, Jinggangshan Scenic area should further improve the marketing performance of the scenic spot from the aspects of establishing brand marketing consciousness, using diversified marketing means, strengthening the construction of marketing team and standardizing the management of scenic spots. In order to improve the comprehensive competitiveness of scenic spots, effectively expand the tourist market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.7
【引证文献】
相关期刊论文 前1条
1 韩轶君;;武乡县红色旅游市场营销策略探讨[J];经济师;2016年07期
相关硕士学位论文 前1条
1 王石群;扬州瘦西湖风景区旅游营销战略研究[D];扬州大学;2015年
，本文编号：2318898
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