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薛庄特色乡镇旅游项目营销策略研究

发布时间:2018-04-10 17:26

  本文选题:特色乡镇旅游项目 + 营销策略 ; 参考:《山东师范大学》2017年硕士论文


【摘要】:特色乡镇旅游项目的出现,是挖掘镇域优势、实现经济快速发展的客观需要,是促进新农村建设,推进城镇化建设,实现城乡和谐发展的必然要求,更是对传统旅游产品、旅游方式、旅游服务的有益补充,满足了日益增长的旅游群体和不断攀升的旅游频率的差异化、个性化需求。薛庄镇作为近年来发展起来的特色旅游乡镇,具有优质的自然景观资源,雄厚的现代农业基础、红色的革命圣地、深厚的文化历史资源,积极打造“文化古镇、红色经典、山水福地、世外田园”的旅游品牌,重点发展生态旅游、红色旅游、文化旅游、农业旅游、工业旅游。目前,薛庄特色乡镇旅游年接待人次20多万人次,居费县各旅游强镇之首,已成为费县乃至鲁西南特色乡镇旅游的优质品牌和地标名片,对其他特色乡镇旅游具有带动和示范意义。薛庄特色乡镇旅游的快速发展,离不开乡镇制定和实施科学合理、丰富有效的营销策略。因此本文选择对其营销策略进行研究,希望能够总结相关经验,发现不足和问题,提出建设性意见和建议。本文主要是通过实地调查、数据分析的手段,研究薛庄镇特色乡镇旅游的发展现状,分析薛庄镇在开展特色乡镇旅游过程中取得成绩和存在的问题,并结合薛庄镇实际,利用工商管理的营销管理知识,提出具有针对性、指导性、实践性、发展性的解决方案。本文首先对文中所使用的管理营销有关概念和旅游营销等一般概念进行概述,对薛庄镇特色旅游乡镇建设和发展情况进行介绍。然后使用PEST模型分析了薛庄镇开展特色乡镇旅游的内部、外部环境,使用波特五力模型对薛庄镇开展特色乡镇旅游的竞争环境进行分析,使用SWOT分析方法对薛庄镇开展特色乡镇旅游进行全面系统的分析,总结出薛庄镇的主要特色和优势定位;使用市场调查、数据分析等方法,对特色乡镇旅游营销市场和客户群体进行细分,进行市场定位;使用7P理论,确定景区的营销体制和策略,并通过体验式营销模式方法,完善营销策略,形成薛庄镇独具特色的旅游营销策略建议。
[Abstract]:The emergence of the characteristic town tourism project is the objective need to excavate the superiority of town area and realize the rapid development of economy. It is also the inevitable requirement of promoting the construction of new countryside, promoting the construction of urbanization and realizing the harmonious development of urban and rural areas, and it is also the requirement of traditional tourism products.The beneficial supplement of tourism mode and tourism service meets the needs of the increasing tourism groups and the increasing frequency of tourism differentiation and individuation.The tourism brand focuses on eco-tourism, red tourism, cultural tourism, agricultural tourism, industrial tourism.At present, Xue Zhuang's characteristic villages and towns have received more than 200,000 people a year, ranking first among the strong tourist towns in Fei County, and have become the high-quality brands and landmarks of villages and towns with special characteristics in Fei County and even southwest Shandong.Other characteristics of township tourism with driving and demonstration significance.The rapid development of township tourism with Xue Zhuang characteristics can not be separated from the establishment and implementation of scientific and rational marketing strategies.Therefore, this paper chooses to study its marketing strategy, hoping to sum up relevant experience, find out shortcomings and problems, and put forward constructive suggestions and suggestions.This article mainly through the field investigation, the data analysis means, studies Xue Zhuangzhen characteristic township tourism development present situation, analyzes Xue Zhuangzhen in the development characteristic township tourism process obtains the achievement and the existence question, and unifies Xue Zhuangzhen actual,Using the marketing management knowledge of business administration, the paper puts forward the solution with pertinence, guidance, practicality and development.This paper first summarizes the related concepts of management marketing and tourism marketing, and introduces the construction and development of Xue Zhuangzhen's characteristic tourist towns.Then using the PEST model to analyze the internal and external environment of Xue Zhuangzhen developing characteristic township tourism, and using Porter's five-force model to analyze the competitive environment of Xuezhuang township tourism with characteristics.Using the SWOT analysis method to carry on the comprehensive and systematic analysis to Xue Zhuangzhen to develop the characteristic township tourism, summarizes the Xuezhuang town's main characteristic and the superiority localization, uses the market investigation, the data analysis and so on method,The marketing system and strategy of scenic spot are determined by using 7p theory, and the marketing strategy is improved by means of experiential marketing mode.Form Xue Zhuangzhen unique tourism marketing strategy suggestions.
【学位授予单位】:山东师范大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F274;F592.7

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