上海海湾国家森林公园的营销策略研究

发布时间：2018-08-16 08:55

【摘要】：旅游业已经成为国民经济的战略性支柱产业。在“十二五”期间,上海的旅游产业定位是“战略性支柱产业”和“人民群众更加满意的现代服务业”。上海市民的休闲意识较为普及、生活较为富裕、闲暇时问较为宽裕,位于上海市郊的森林公园颇受青睐,是市民短途游的理想去处。上海海湾国家森林公园(简称海湾森林公园)由光明食品(集团)有限公司和上海城市建设投资开发总公司两家单位出资共建,坐落于上海奉贤区的五四农场境内,生态资源和旅游资源兼优,外部环境优越。但目前公园在上海市同类旅游景点中,特色并不明显,知名度和影响力不高,市场营销薄弱,但具备发展潜力,应抓住机遇,扬长避短,乘势而为。本文运用现代旅游市场营销学的理论和分析框架,结合营销环境SWOT分析、STP市场定位战略分析,4P营销组合理论等已有的旅游市场营销理论与方法,主要采用定性分析的方法,通过参考大量的研究统计数据,借鉴已有的相关研究成果并予以归纳,对海湾森林公园的市场营销组合策略进行研究并提出建议。本研究以期能为海湾森林公园未来发展提供参考,对同类城郊旅游景点的营销策略研究亦能起到初步的借鉴作用。
[Abstract]:Tourism has become a strategic pillar industry of the national economy. During the twelfth five-year plan, Shanghai's tourism industry position is "strategic pillar industry" and "modern service industry which the people are more satisfied with". The leisure consciousness of Shanghai residents is more popular, the life is richer, the leisure time is more comfortable, the forest park located in the suburb of Shanghai is very popular, it is the ideal place for the citizens to take a short trip. The Shanghai Gulf National Forest Park (referred to as the Bay Forest Park), which was jointly funded by Guangming Food (Group) Co., Ltd. and Shanghai Urban Construction Investment and Development Corporation, is located in the May 4th Farm in Fengxian District, Shanghai. Ecological resources and tourism resources are excellent, the external environment is superior. But at present, the park is not obvious in the similar tourist attractions of Shanghai, its popularity and influence is not high, the marketing is weak, but it has the development potential, it should seize the opportunity, exploit its advantages and avoid its weaknesses, and take advantage of the trend. This paper uses the theory and analysis frame of modern tourism marketing, combining with the marketing environment SWOT to analyze the existing theories and methods of tourism marketing, such as the theory of marketing combination of 4P and so on, mainly adopts the method of qualitative analysis. By referring to a large number of research statistics, referring to the existing research results and summing up, this paper studies the marketing mix strategy of the Bay Forest Park and puts forward some suggestions. The purpose of this study is to provide a reference for the future development of the Bay Forest Park and to provide a reference for the study of the marketing strategies of the similar suburban tourist attractions.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU986.3;F592.7

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