苏家屯区东部旅游市场营销策略研究

发布时间：2018-05-25 05:38

本文选题：苏家屯东部旅游区 + 旅游营销　；参考：《沈阳大学》2017年硕士论文

【摘要】：近些年来,随着国家对于旅游政策的不断开放以及人们生活质量的不断提高,越来越多的人们愿意走出家门到户外去体验旅游的休闲与乐趣,这给旅游业的发展带来了新的机遇。苏家屯区作为沈阳最南端区域,其东部享有白清寨滑雪、马耳山生态旅游、杨城寨草莓采摘等丰富的旅游资源,深得人们的认可与喜爱。但在实践中,苏家屯区东部旅游发展水平与周边县区相比较还有一定的距离,因此,制定切实有效的营销策略以保障东部旅游市场健康发展势在必行。本论文主要探讨苏家屯区东部旅游市场的营销策略,并给出该营销策略得以顺利实施的保障措施。论文运用市场营销的知识和理论,采取文献、实证研究和问卷调查等方法对苏家屯区东部旅游市场的实践进行了分析。全文由七章组成,第一章是绪论;第二章为相关理论概述,主要介绍旅游市场消费者需求理论、市场竞争理论、STP等理论,为论文的分析提供理论依据;第三章主要是对苏家屯区东部旅游市场的营销现状进行分析,具体包括对旅游资源概况、旅游市场发展概况、营销中现存的问题及成因进行分析;第四章为苏家屯区东部旅游市场营销环境分析与市场定位;第五章从产品、定价、分销渠道、促销四点出发,制定具体的营销策略;第六章从政府角度出发制定营销保障措施;第七章为结论。通过本文的研究,使苏家屯区东部旅游市场有了一套完整的营销策略,对于突破苏家屯区东部旅游市场发展瓶颈,提高旅游区的知名度与影响力具有积极作用。苏家屯区东部旅游市场营销策略的制定符合目前的发展实际,具有实际可操作性,对于推进苏家屯区东部旅游市场的健康可持续发展具有重要意义。
[Abstract]:In recent years, with the continuous opening of the national tourism policy and the continuous improvement of people's quality of life, more and more people are willing to go out of their homes to experience the leisure and fun of tourism. This brings new opportunities to the development of tourism. As the southernmost part of Shenyang Sujiatun enjoys rich tourist resources such as skiing in Baiqing Mountain Eco-tourism in Mal'shan and strawberry picking in Yangcheng Zhai. However, in practice, the level of tourism development in the eastern part of Sujiatun is still far from that of the surrounding counties. Therefore, it is imperative to formulate effective marketing strategies to ensure the healthy development of the eastern tourism market. This paper mainly discusses the marketing strategy of the eastern tourism market in Sujiatun district, and gives the guarantee measures for the successful implementation of the marketing strategy. Based on the knowledge and theory of marketing, the paper analyzes the practice of tourism market in the eastern part of Sujiatun by means of literature, empirical research and questionnaire survey. The paper is composed of seven chapters, the first chapter is the introduction, the second chapter is a summary of the related theories, mainly introduces the tourism market consumer demand theory, market competition theory and STP theory, provides the theoretical basis for the analysis of the paper. The third chapter mainly analyzes the marketing situation of the eastern tourism market in Sujiatun District, including the general situation of tourism resources, the general situation of tourism market development, the existing problems in marketing and the causes of formation. The fourth chapter is the analysis and the market orientation of the eastern tourism marketing environment in Sujiatun, the fifth chapter is from the product, the pricing, the distribution channel, the promotion four points, formulates the concrete marketing strategy, the sixth chapter starts from the government angle to formulate the marketing safeguard measure; Chapter seven is the conclusion. Through the study of this paper, the eastern tourism market of Sujiatun has a set of complete marketing strategy, which has a positive effect on breaking through the bottleneck of the development of the eastern tourism market in Sujiatun and improving the popularity and influence of the tourism area. The formulation of tourism marketing strategy in the eastern part of Sujiatun is in line with the current development reality and has practical maneuverability. It is of great significance to promote the healthy and sustainable development of the eastern tourism market in Sujiatun.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.6

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