台儿庄古城景区营销策略研究
发布时间：2018-12-14 18:09
【摘要】：枣庄市台儿庄古城景区自2008年开工建设以来,迅速成为国内比较有影响力的景区,聚集了大量的人气。作为一个新建景区,凭借什么方法能够在竞争日趋激烈的中国旅游市场打出一片天地,这成为许多人想知道的答案。我们认为,这离不开景区一系列营销策略的制定和实施。目前,国内还没有系统对台儿庄古城景区的营销策略进行分析的文章。本文希望通过运用市场营销理论、战略管理理论等,结合台儿庄目前的现状,并采用实地调研和市场调查相结合的方法,系统深入地研究台儿庄古城的营销策略,发现亮点和经验,找出不足和问题,提出改进意见和建议。 本文运用波特五力模型和SWOT分析方法,对古城景区进行了特性分析,得出景区具有线性文化遗产的节点、文化的复合性、江北水城特色的鲜明性和中华民族抗战历史的象征性等特点。在此基础上,通过7P理论系统分析了台儿庄古城景区目前的产品、价格、促销、渠道、人员、有形展示、服务过程策略,得出了现有营销模式的主要特点：政府主导、密集投入、主攻高端、产品复合、紧抓旅行社。之后,对照市场调查结果和市场细分、目标市场选择的分析,提出了基于体验的营销策略模式,比如提升景区品牌形象,打造特色鲜明的主题化体验景观,营造独特的感官体验氛围,举办丰富的体验式活动,推动大型实景演出等等,使之成为富有特色的体验式主题公园,成为富有影响力的国内旅游目的地。
[Abstract]:Zaozhuang Taierzhuang Ancient City Scenic area has rapidly become a relatively influential scenic spot in China since it started construction in 2008, and has gathered a lot of popularity. As a newly built scenic spot, it has become the answer that many people want to know. We believe that this is inseparable from a series of scenic areas marketing strategy formulation and implementation. At present, there is no systematic analysis of the marketing strategy of Taierzhuang Scenic area. This paper hopes that through the use of marketing theory, strategic management theory, combined with the current situation of Taierzhuang, and the combination of field research and market research, the marketing strategy of Taierzhuang ancient city will be studied systematically and deeply. Identify highlights and experiences, identify deficiencies and problems, and put forward suggestions and suggestions for improvement. In this paper, the author analyzes the characteristics of the ancient city scenic spot by using Porter's five-force model and SWOT analysis method, and draws the conclusion that the scenic spot has the node of linear cultural heritage and the cultural complex. The distinctive features of Jiangbei Watertown and the symbolic features of the history of the Chinese anti-Japanese war. On this basis, the paper systematically analyzes the current products, prices, sales promotion, channels, personnel, tangible display and service process strategies of Taierzhuang Ancient City Scenic area through the 7P theory, and obtains the main characteristics of the existing marketing model: government leading, Intensive investment, focus on high-end, product complex, grasp travel agencies. Then, compared with the market survey results and market segmentation, the analysis of target market selection, proposed experience-based marketing strategy model, such as promoting the brand image of scenic spots, creating distinctive thematic experience landscape. Creating a unique sensory experience atmosphere, holding rich experiential activities, promoting large-scale real scene performances, and so on, making it a characteristic experiential theme park and an influential domestic tourist destination.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7
本文编号：2379078
[Abstract]:Zaozhuang Taierzhuang Ancient City Scenic area has rapidly become a relatively influential scenic spot in China since it started construction in 2008, and has gathered a lot of popularity. As a newly built scenic spot, it has become the answer that many people want to know. We believe that this is inseparable from a series of scenic areas marketing strategy formulation and implementation. At present, there is no systematic analysis of the marketing strategy of Taierzhuang Scenic area. This paper hopes that through the use of marketing theory, strategic management theory, combined with the current situation of Taierzhuang, and the combination of field research and market research, the marketing strategy of Taierzhuang ancient city will be studied systematically and deeply. Identify highlights and experiences, identify deficiencies and problems, and put forward suggestions and suggestions for improvement. In this paper, the author analyzes the characteristics of the ancient city scenic spot by using Porter's five-force model and SWOT analysis method, and draws the conclusion that the scenic spot has the node of linear cultural heritage and the cultural complex. The distinctive features of Jiangbei Watertown and the symbolic features of the history of the Chinese anti-Japanese war. On this basis, the paper systematically analyzes the current products, prices, sales promotion, channels, personnel, tangible display and service process strategies of Taierzhuang Ancient City Scenic area through the 7P theory, and obtains the main characteristics of the existing marketing model: government leading, Intensive investment, focus on high-end, product complex, grasp travel agencies. Then, compared with the market survey results and market segmentation, the analysis of target market selection, proposed experience-based marketing strategy model, such as promoting the brand image of scenic spots, creating distinctive thematic experience landscape. Creating a unique sensory experience atmosphere, holding rich experiential activities, promoting large-scale real scene performances, and so on, making it a characteristic experiential theme park and an influential domestic tourist destination.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7
【引证文献】
相关硕士学位论文 前1条
1 王元方;台儿庄古城保护性旅游开发研究[D];山东师范大学;2013年
，本文编号：2379078
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