海南乡村旅游品牌营销研究

发布时间：2018-01-20 09:46

本文关键词： 品牌营销乡村旅游海南　出处：《西南石油大学》2016年硕士论文　论文类型：学位论文

【摘要】：乡村旅游作为连续城市和乡村的纽带,在解决“三农”问题,加快实现社会主义新农产建设和城乡统筹发展过程中起了不可忽视的推动作用。近年来海南乡村旅游得到了长足发展,满足了市场的需求,但乡村旅游地的竞争日益加剧,导致品牌影响薄弱和市场认可度低、缺乏品牌意识和品牌营销观念、主题开发欠缺和缺乏鲜明的乡村旅游形象、乡村旅游网络营销建设滞后,且网络信息不够全面、更新速度慢等方面的问题,严重影响了乡村旅游的发展。再加上我国是个发展中国家,目前乡村旅游的发展还处于初始阶段,乡村旅游的经济效益及营销成为专家学者感兴趣的焦点。因此,跟经济利益直接相关的乡村旅游开发成为当前研究的热点。本文运用文献综述研究的方法,对品牌营销及理论概念进行界定。然后通过海南乡村旅游品牌营销现状,结合具体案例,对海南乡村旅游品牌营销现状进行分析。接着运用SWOT分析对海南乡村旅游品牌营销的环境分析,海南发展乡村旅游品牌营销方面,拥有良好的自然环境、丰富的黎苗风情、便利的区位优势、产业的后发优势等优势条件,面临良好的市场前景、宏观政策支持、地方政府支持、客源基础广泛等外部机遇,但是也有乡村旅游发展规划落后、乡村旅游基础设施薄弱、乡村旅游产品单一、乡村旅游品牌建设缓慢、乡村旅游人才缺乏的劣势条件,同时还面临其他地方的竞争、旅游市场秩序混乱、旅游市场的不稳定、产品创新挑战的外部竞争。最后从品牌定位和目标市场选择、产品设计、营销与传播手段、品牌管理、基础保障等方面提出了海南乡村旅游品牌营销策略。海南乡村旅游品牌营销在品牌定位方面应构建集乡村观光、乡村休闲、乡村度假等为一体的多元化乡村旅游产品体系,瞄准内陆游客市场,优先提升热带海岛观光类旅游产品、不断丰富乡土民俗休闲类旅游产品、大力培育主题休闲度假类型旅游产品。通过节事活动、广告、公关活动、网络营销等渠道进行品牌的宣传。通过品牌建设支持系统、品牌监测、品牌危机管理,加强乡村旅游品牌的管理。同时,通过科学规划、完善基础设施、注重人才作用,做好海南乡村旅游品牌营销的基础保障。
[Abstract]:Rural tourism as a continuous city and rural ties, in the solution of the "three rural" problem. Accelerating the realization of socialist new agricultural products construction and the overall development of urban and rural areas has played an important role in promoting. In recent years, rural tourism in Hainan has been greatly developed to meet the needs of the market. However, the competition of rural tourism places is increasingly intensified, leading to weak brand impact and low market recognition, lack of brand awareness and brand marketing concept, lack of theme development and lack of a clear image of rural tourism. The rural tourism network marketing construction lags behind, and the network information is not comprehensive enough, the renewal speed is slow, has seriously affected the rural tourism development. In addition, our country is a developing country. At present, the development of rural tourism is still in the initial stage, the economic benefits of rural tourism and marketing has become the focus of interest of experts and scholars. The development of rural tourism, which is directly related to economic benefits, has become the focus of current research. Then through the current situation of Hainan rural tourism brand marketing combined with specific cases. This paper analyzes the current situation of rural tourism brand marketing in Hainan, and then uses SWOT analysis to analyze the environment of Hainan rural tourism brand marketing. Hainan has a good natural environment for the development of rural tourism brand marketing. Rich Li Miao amorous feelings, convenient location advantages, industrial advantages and other advantages, facing good market prospects, macro policy support, local government support, a wide base of customers and other external opportunities. But there are also backward rural tourism development planning, rural tourism infrastructure is weak, rural tourism products are single, rural tourism brand construction is slow, rural tourism talents lack of inferior conditions. At the same time, it also faces the competition of other places, the chaos of tourism market, the instability of tourism market, the external competition of product innovation challenge. Finally, from the brand positioning and target market selection, product design. Marketing and communication means, brand management, basic security and other aspects of Hainan rural tourism brand marketing strategy. Hainan rural tourism brand marketing in brand positioning should build a collection of rural tourism, rural leisure. Rural vacation and other diversified rural tourism products system, aiming at the inland tourist market, priority to promote the tropical island tourism products, and constantly enrich the local folk leisure tourism products. Vigorously cultivate theme leisure vacation type of tourism products. Through festival activities, advertising, public relations activities, network marketing and other channels to promote the brand. Through brand building support system, brand monitoring, brand crisis management. At the same time, through scientific planning, perfecting infrastructure, paying attention to the role of talents, we should do a good job of the basic guarantee of rural tourism brand marketing in Hainan.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7;F327

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