基于品牌营销的阿拉善旅游业发展战略研究

发布时间：2018-11-12 14:25

【摘要】：上世纪70年代以来,世界旅游业增长速度居各行业之首。旅游业是个高开放性、综合性的产业,被称为“无烟工业”,是发展中国家的一种“经济催化剂”。阿拉善境内拥有丰富的旅游资源,发展潜力巨大,但是整体产业建设和发展仍处于相对初级阶段,主要存在旅游品牌竞争力不强,品牌营销力度不够、旅游产品结构单一、旅游营销模式滞后等突出问题,严重影响了阿拉善旅游业的发展,与阿拉善盟拥有的特色旅游资源潜在价值不相适应。21世纪是品牌的时代,“品牌经济”已经成为市场普遍认同的概念,品牌营销可以引导旅游业树立良好的市场形象,开发特色、差异化的旅游产品,打造知名的旅游品牌,引导旅游者进行产品选择,缩短旅游者的购买决策过程。本文运用战略管理、市场营销、管理经济学、人力资源管理、组织形为学等知识,充分挖掘阿拉善丰富的旅游资源和深厚的文化底蕴,深入研究阿拉善旅游业发展现状,并对阿拉善旅游品牌营销进行诊断,提出符合阿拉善实际的品牌营销模式,打造“苍天圣地—阿拉善”,提高阿拉善旅游品牌的知名度,促进阿拉善旅游业可持续发展。通过本论文的研究,希望能为政府制定阿拉善旅游业发展的战略时提供一些参考和依据,并对加快阿拉善旅游业的发展具有一定的实际指导意义。
[Abstract]:Since the 1970s, the world's tourism growth rate ranks first in all industries. Tourism is a highly open and comprehensive industry, called "smokeless industry", which is an economic catalyst for developing countries. Alashan has abundant tourism resources and great potential for development. However, the overall industrial construction and development are still in the relatively primary stage. The tourism brand competitiveness is not strong, the brand marketing is not strong enough, and the tourism product structure is single. The lagged tourism marketing model has seriously affected the development of Alashan tourism, which does not fit in with the potential value of characteristic tourism resources owned by Alashan League. The 21st century is the era of brand. "Brand economy" has become a widely accepted concept in the market. Brand marketing can guide tourism to set up a good market image, develop distinctive and differentiated tourism products, create well-known tourism brands, and guide tourists to choose their products. Shorten the purchasing decision making process of tourists. With the knowledge of strategic management, marketing, management economics, human resource management and organization learning, this paper fully excavates Alashan's rich tourism resources and profound cultural background, and deeply studies the present situation of Alashan's tourism development. It also diagnoses the brand marketing of Alashan tourism, puts forward the brand marketing mode which accords with the reality of Alashan, builds "the holy land of heaven-Alashan", improves the popularity of Alashan tourism brand, and promotes the sustainable development of Alashan tourism. Through the research of this paper, we hope to provide some reference and basis for the government to formulate the strategy of Alashan tourism development, and have certain practical guiding significance to accelerate the development of Alashan tourism.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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