立体交通线成型后天水旅游营销策略研究
发布时间：2018-11-13 12:07
【摘要】：随着天水将成为“大西三角经济区”的核心城市,针对天水将在十二五期间构建以中心城区为中心,集公路、铁路、航空三位一体的立体式综合运输枢纽体系,面对天水旅游营销的实际现状,需要对营销战略定位并提出具体旅游营销组合策略。 根据本文通过分析立体交通网络辐射的新优势,交通规划,分析交通与旅游相关性的分析。目前天水地区的公路建设以公路建设以“二横三纵”双“井”字型高速公路主骨架,铁路建设以十字型建设为规划,扩大了1日经济圈的辐射。随着天宝,天定高速天水过境段的完成,天水的旅游吸引物亟待挖掘以发展旅游产业提高游客的粘性。 首先结合天水本地景区的游客需求倾向问卷调研和西安市景区游客调研问卷对旅游消费需求和旅游消费习惯做的问卷调查,经过对目标消费群体调查问卷进行SPSS分析,得出结论：天水旅游市场现状是：游客主要以周边中短线游客为主体,游客以家庭为单位,休闲游为主要目的,自驾游为主要形式。通过对天水市目前旅游营销现状采用了SWOT分析,确定了解决中短线客户的休闲游、自驾游的方案是打造以健康休闲主题乐园为核心,依托乐园建设自驾游基地项目。本文运用吸引物管理理论和旅游目的地营销理论为重点的旅游产品策略和旅游渠道策略做指导,参考国内外可以借鉴的旅游营销思路,以旅游营销G+4P观念为主线,从旅游产品策略,渠道策略,价格策略,促销策略以及政府营销等5个角度进行具体的营销策略研究,同时提出营销策略实施的要点。 本论文的主要解决的是交通便捷后,天水中短线目标客户群的休闲游和自驾游市场的营销问题,在研究中创新性的提出了建设西部最大的健康休闲主题乐园的提法,初步构建了天水旅游吸引物体系并用产品营销的思路予以诠释,构架了天水旅游目的地营销系统结构。引入了微博营销,口碑营销,情感营销,交叉营销等新的营销理念以提高发展地区旅游产业为主要目标提出了立体交通线形成后天水旅游营销组合策略。
[Abstract]:As Tianshui will become the core city of the "Great Western Triangle Economic Zone", a three-dimensional integrated transportation hub system will be constructed in the 12th Five-Year Plan period with the central urban area as the center, including highways, railways, and aviation. In the face of the actual situation of Tianshui tourism marketing, it is necessary to position the marketing strategy and put forward the specific tourism marketing combination strategy. Based on the analysis of the new advantages of stereo traffic network radiation and traffic planning, this paper analyzes the correlation between traffic and tourism. At present, the highway construction in Tianshui area is based on the main skeleton of "two horizontal, three vertical" and "double" well type freeway, and the railway construction is planned by cross-type construction, which expands the radiation of economic circle for one day. With the completion of Tianbao and Tianding high-speed Tianshui transit section, the tourist attraction of Tianshui needs to be excavated urgently in order to develop tourism industry to improve the viscidity of tourists. First of all, combining the questionnaire of tourist demand tendency of Tianshui local scenic spot and Xi'an scenic spot tourist survey questionnaire to the tourism consumption demand and the tourism consumption habit questionnaire, through the SPSS analysis to the target consumer group questionnaire. It is concluded that the present situation of Tianshui tourism market is that tourists mainly take the peripheral short-range tourists as the main body, the tourists take the family as the unit, the leisure travel as the main purpose, and the self-driving tour as the main form. Based on the SWOT analysis of the present tourism marketing situation in Tianshui City, this paper determines the solution to the leisure tour of short-range customers. The scheme of self-driving tour is to build a theme park with healthy leisure as the core and build a self-driving base project based on the park. This article uses the attraction management theory and the tourism destination marketing theory as the key tourism product strategy and the tourism channel strategy as the instruction, consults the domestic and foreign tourism marketing thought which may draw lessons from, takes the tourism marketing G4P idea as the main line, From five aspects of tourism product strategy, channel strategy, price strategy, promotion strategy and government marketing, the paper studies the specific marketing strategy, and puts forward the key points of the implementation of marketing strategy. The main solution of this paper is to solve the marketing problems of leisure tour and self-driving tour market in Tianshui short term target customer group after convenient transportation. In the research, the author puts forward the proposal of constructing the largest healthy leisure theme park in the west. This paper preliminarily constructs the attraction system of Tianshui tourism and interprets it with the idea of product marketing, and constructs the structure of the tourism destination marketing system of Tianshui. Introducing new marketing concepts such as Weibo marketing, word-of-mouth marketing, emotional marketing, cross-marketing and so on, this paper puts forward the marketing combination strategy of Tianshui tourism after the formation of three-dimensional traffic line.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F274
本文编号：2329057
[Abstract]:As Tianshui will become the core city of the "Great Western Triangle Economic Zone", a three-dimensional integrated transportation hub system will be constructed in the 12th Five-Year Plan period with the central urban area as the center, including highways, railways, and aviation. In the face of the actual situation of Tianshui tourism marketing, it is necessary to position the marketing strategy and put forward the specific tourism marketing combination strategy. Based on the analysis of the new advantages of stereo traffic network radiation and traffic planning, this paper analyzes the correlation between traffic and tourism. At present, the highway construction in Tianshui area is based on the main skeleton of "two horizontal, three vertical" and "double" well type freeway, and the railway construction is planned by cross-type construction, which expands the radiation of economic circle for one day. With the completion of Tianbao and Tianding high-speed Tianshui transit section, the tourist attraction of Tianshui needs to be excavated urgently in order to develop tourism industry to improve the viscidity of tourists. First of all, combining the questionnaire of tourist demand tendency of Tianshui local scenic spot and Xi'an scenic spot tourist survey questionnaire to the tourism consumption demand and the tourism consumption habit questionnaire, through the SPSS analysis to the target consumer group questionnaire. It is concluded that the present situation of Tianshui tourism market is that tourists mainly take the peripheral short-range tourists as the main body, the tourists take the family as the unit, the leisure travel as the main purpose, and the self-driving tour as the main form. Based on the SWOT analysis of the present tourism marketing situation in Tianshui City, this paper determines the solution to the leisure tour of short-range customers. The scheme of self-driving tour is to build a theme park with healthy leisure as the core and build a self-driving base project based on the park. This article uses the attraction management theory and the tourism destination marketing theory as the key tourism product strategy and the tourism channel strategy as the instruction, consults the domestic and foreign tourism marketing thought which may draw lessons from, takes the tourism marketing G4P idea as the main line, From five aspects of tourism product strategy, channel strategy, price strategy, promotion strategy and government marketing, the paper studies the specific marketing strategy, and puts forward the key points of the implementation of marketing strategy. The main solution of this paper is to solve the marketing problems of leisure tour and self-driving tour market in Tianshui short term target customer group after convenient transportation. In the research, the author puts forward the proposal of constructing the largest healthy leisure theme park in the west. This paper preliminarily constructs the attraction system of Tianshui tourism and interprets it with the idea of product marketing, and constructs the structure of the tourism destination marketing system of Tianshui. Introducing new marketing concepts such as Weibo marketing, word-of-mouth marketing, emotional marketing, cross-marketing and so on, this paper puts forward the marketing combination strategy of Tianshui tourism after the formation of three-dimensional traffic line.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F274
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