重庆市旅游商品营销策略研究
发布时间：2019-06-13 21:35
【摘要】： 旅游购物在旅游消费中所占比重的大小,一直被视为衡量旅游消费水平层次高低的重要尺度。旅游商品作为旅游购物的对象,具有深厚的发展潜力。然而旅游购物一直是我国旅游业发展的一块“短板”,旅游商品收入在我国旅游业总收入的比重长期在低水平徘徊。近年来,随着重庆旅游业的持续快速发展,旅游购物发展的滞后日益凸显,也开始受到市委市政府和旅游行政管理部门的重视。但行业发展的最终力量还是要依靠作为主体的企业,因此站在企业的角度来研究重庆市旅游商品,具有至关重要的意义。 本文首先介绍了研究的背景和意义,并在总结国内外对旅游商品的研究成果基础上,论述了旅游商品的基本理论和营销过程中涉及的主要理论。然后,本文重点分析了国内旅游者对旅游商品的共性需求、重庆市的旅游客源市场和重庆市旅游商品的营销状况,从而得到重庆市的旅游商品营销中存在的主要问题。在此基础上,本文运用营销组合的4C理论、网络营销和绿色营销理论,提出了包括需求、成本、便利和沟通四方面的重庆市旅游商品市场营销组合策略,网络营销和绿色营销策略。 这些策略主要包括：一是围绕旅游者需求的层次性,可设计满足旅游者现有需求的整体产品策略、适应旅游者需求变化的产品创新策略；二是按照旅游者对旅游商品价值认知的不同,结合不同的认知特点制定相应的成本策略；三是将便利归纳为“便利地买”和“买得便利”,并分别从销售网点布局、销售网点的商业业态和现场商品陈列等方面提出了策略构想；四是运用整合营销传播理论,建议采用以广告宣传、公共关系、节事活动等方式为主的间接沟通策略,以人员促销和销售促进等方式为主的直接沟通策略；五是构思了可用的网络营销和绿色营销策略。 本文主要站在企业的角度,运用现有的营销理论和方法对重庆市的旅游商品营销进行了分析,希望通过研究能为重庆市旅游商品的营销工作提供有参考价值的分析思路,从而推动行业朝着又好又快的方向发展。
[Abstract]:The proportion of tourism shopping in tourism consumption has always been regarded as an important measure of tourism consumption level. As the object of tourism shopping, tourism commodities have profound development potential. However, tourism shopping has always been a "deficiency" in the development of tourism in China, and the proportion of tourism commodity income in the total income of tourism in China has been hovering at a low level for a long time. In recent years, with the sustained and rapid development of tourism in Chongqing, the lag of tourism shopping development is becoming more and more prominent, and it has also begun to be attached importance to by the municipal government and tourism administrative departments. However, the ultimate force of industry development still depends on the enterprise as the main body, so it is of great significance to study tourism commodities in Chongqing from the perspective of enterprises. This paper first introduces the background and significance of the study, and on the basis of summing up the research results of tourism commodities at home and abroad, discusses the basic theory of tourism commodities and the main theories involved in the marketing process. Then, this paper focuses on the analysis of the common demand of domestic tourists for tourism commodities, the tourist source market of Chongqing and the marketing situation of tourism commodities in Chongqing, so as to get the main problems existing in the marketing of tourism commodities in Chongqing. On this basis, based on 4C theory of marketing mix, network marketing and green marketing theory, this paper puts forward Chongqing tourism commodity marketing combination strategy, network marketing and green marketing strategy, including demand, cost, convenience and communication. These strategies mainly include: first, around the level of tourists' demand, can design the overall product strategy to meet the existing needs of tourists, adapt to the change of tourists' demand of product innovation strategy, second, according to the different cognition of tourism commodity value, formulate the corresponding cost strategy according to the different cognitive characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists. The third is to sum up the convenience as "convenient to buy" and "to buy conveniently", and puts forward the strategic ideas from the aspects of the layout of the sales network, the commercial form of the sales network and the display of on-site goods respectively. Fourth, using the theory of integrated marketing communication, it is suggested to adopt the indirect communication strategy based on advertising, public relations and festival activities, and the direct communication strategy based on personnel promotion and sales promotion. The fifth is to conceive the available network marketing and green marketing strategy. From the point of view of enterprises, this paper analyzes the marketing of tourism commodities in Chongqing by using the existing marketing theories and methods, hoping that the research can provide valuable analytical ideas for the marketing of tourism commodities in Chongqing, so as to promote the development of the industry in a good and fast direction.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F592.7
本文编号：2498831
[Abstract]:The proportion of tourism shopping in tourism consumption has always been regarded as an important measure of tourism consumption level. As the object of tourism shopping, tourism commodities have profound development potential. However, tourism shopping has always been a "deficiency" in the development of tourism in China, and the proportion of tourism commodity income in the total income of tourism in China has been hovering at a low level for a long time. In recent years, with the sustained and rapid development of tourism in Chongqing, the lag of tourism shopping development is becoming more and more prominent, and it has also begun to be attached importance to by the municipal government and tourism administrative departments. However, the ultimate force of industry development still depends on the enterprise as the main body, so it is of great significance to study tourism commodities in Chongqing from the perspective of enterprises. This paper first introduces the background and significance of the study, and on the basis of summing up the research results of tourism commodities at home and abroad, discusses the basic theory of tourism commodities and the main theories involved in the marketing process. Then, this paper focuses on the analysis of the common demand of domestic tourists for tourism commodities, the tourist source market of Chongqing and the marketing situation of tourism commodities in Chongqing, so as to get the main problems existing in the marketing of tourism commodities in Chongqing. On this basis, based on 4C theory of marketing mix, network marketing and green marketing theory, this paper puts forward Chongqing tourism commodity marketing combination strategy, network marketing and green marketing strategy, including demand, cost, convenience and communication. These strategies mainly include: first, around the level of tourists' demand, can design the overall product strategy to meet the existing needs of tourists, adapt to the change of tourists' demand of product innovation strategy, second, according to the different cognition of tourism commodity value, formulate the corresponding cost strategy according to the different cognitive characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists. The third is to sum up the convenience as "convenient to buy" and "to buy conveniently", and puts forward the strategic ideas from the aspects of the layout of the sales network, the commercial form of the sales network and the display of on-site goods respectively. Fourth, using the theory of integrated marketing communication, it is suggested to adopt the indirect communication strategy based on advertising, public relations and festival activities, and the direct communication strategy based on personnel promotion and sales promotion. The fifth is to conceive the available network marketing and green marketing strategy. From the point of view of enterprises, this paper analyzes the marketing of tourism commodities in Chongqing by using the existing marketing theories and methods, hoping that the research can provide valuable analytical ideas for the marketing of tourism commodities in Chongqing, so as to promote the development of the industry in a good and fast direction.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F592.7
【引证文献】
相关硕士学位论文 前5条
1 贾兆颍;旅游纪念品的再设计分析研究[D];山东轻工业学院;2011年
2 温敏惠;泰国工艺品昆明市场的营销策略研究[D];昆明理工大学;2012年
3 周明;基于顾客资产价值提升的4RS营销组合研究[D];广西工学院;2012年
4 宋娓娓;基于徽州地域文化背景的旅游产品设计研究[D];安徽工程大学;2012年
5 张映;上海旅游商品生产经营企业研究[D];华东师范大学;2012年
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