新疆玛纳斯县旅游业营销策略研究

发布时间：2018-12-12 22:39

【摘要】：旅游业是战略性的产业。随着经济的快速发展，我国旅游业的发展取得了长足的进步，旅游业对经济产业链的拉动作用也越来越明显，旅游市场营销在其中发挥的作用越来越重要。市场营销策略不仅影响到一地旅游业的发展，而且也关系到当地旅游总收入的提高以及对当地旅游经济拉动作用的发挥。经过近些年来的发展,玛纳斯县旅游产业也在产品包装、宣传促销、发展规划等方面取得了较大的成就，但是在市场细分、市场定位、营销策略和服务方面还存在一些问题，市场定位不准确和市场营销策略模糊严重影响了玛纳斯旅游产业的快速持续发展。如何提高玛纳斯县的知名度，挖掘其深厚的文化底蕴和丰富的旅游资源，实现经济利益最大化，是玛纳斯县旅游发展面临问题。本文是在参考大量国内外相关领域的文献资料的基础上，运用文献调研法、实地调查法。本文的研究内容是玛纳斯县的旅游营销，由六个章节组成，第一章为绪论，简单阐述旅游业的概况，提出本文的研究方法、思路。第二章为概念界定与相关理论述评。第三章介绍了玛纳斯节组成。第一章为县旅游业发展环境与现状分析.第四章，第五章是本文的核心内容，，其结合了玛纳斯县实际，利用了SWOT分析、市场细分、目标市场选择、定位、4C营销组合等经典营销理论对玛纳斯县的旅游营销进行梳理和研究。第六章是玛纳斯县旅游营销策略保障措施。本文通过运用工商管理相关理论，深入进行玛纳斯县旅游营销环境分析，看清玛纳斯县旅游发展的机会、威胁、优势、劣势，制定相应的战略；进行市场细分，结合自身旅游资源评价，确立不同的目标市场，并提出自己的独特定位；在营销策略方面，除了按照4C策略框架从消费者，成本，便利和沟通四方面进行分析考虑，更是强调了品牌建设以及在新的技术环境下产生的网络营销的重要性。通过研究，本文为玛纳斯县旅游未来发展提供了一些参考。但由于本人阅历尚浅，有些问题还需更深一步的研究，文中不足之处，恳请各位专家学者指正。
[Abstract]:Tourism is a strategic industry. With the rapid development of economy, the development of tourism industry in China has made great progress, the role of tourism to the economic and industrial chain is more and more obvious, and the role of tourism marketing is becoming more and more important. Marketing strategy not only affects the development of tourism, but also relates to the increase of local tourism income and the development of local tourism economy. After recent years of development, the tourism industry in Manas County has also made great achievements in product packaging, promotion and promotion, development planning, etc. However, there are still some problems in market segmentation, market positioning, marketing strategies and services. Inaccurate market positioning and vague marketing strategy have seriously affected the rapid and sustainable development of Manas tourism industry. How to improve the popularity of Manas County, excavate its profound cultural background and rich tourism resources, and realize the maximum economic benefits are the problems facing the tourism development of Manas County. On the basis of reference to a large number of domestic and foreign literature, this paper applies the method of literature investigation and field investigation. The research content of this paper is the tourism marketing of Manas County, which is composed of six chapters. The first chapter is the introduction, which briefly expounds the general situation of tourism industry, and puts forward the research methods and ideas of this paper. The second chapter is a review of the definition of concepts and related theories. The third chapter introduces the composition of Manas Festival. The first chapter is the analysis of the development environment and present situation of county tourism. Chapter four, Chapter five is the core content of this paper, which combines the reality of Manas County, using SWOT analysis, market segmentation, target market selection, positioning, 4 C marketing combination and other classic marketing theory of Manas County tourism marketing comb and research. The sixth chapter is Manas county tourism marketing strategy safeguard measure. Based on the theory of business administration, this paper makes a thorough analysis of the tourism marketing environment in Manas County, and makes a clear understanding of the opportunities, threats, strengths and weaknesses of tourism development in Manas County, and formulates the corresponding strategies. Market segmentation, combined with their own tourism resources evaluation, establish different target markets, and put forward their own unique positioning; In the aspect of marketing strategy, in addition to analyzing and considering from consumer, cost, convenience and communication according to 4C strategic framework, it emphasizes the importance of brand building and network marketing under the new technology environment. Through the study, this paper provides some references for the future development of tourism in Manas County. However, due to my shallow experience, some problems need to be further studied, so I urge all experts and scholars to correct them.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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