本文關(guān)鍵詞： 棲熙園 休閑農(nóng)莊 市場(chǎng)營(yíng)銷 案例研究　出處：《鄭州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：晉城作為全國(guó)資源型地區(qū)綜合改革試點(diǎn),在休閑經(jīng)濟(jì)崛起的市場(chǎng)背景下,一方面努力探索休閑經(jīng)濟(jì)可能給區(qū)域經(jīng)濟(jì)帶來(lái)的空間,一方面探索經(jīng)濟(jì)轉(zhuǎn)型對(duì)環(huán)境資源的積極利用。休閑農(nóng)莊作為農(nóng)業(yè)生態(tài)旅游和體驗(yàn)經(jīng)濟(jì)的結(jié)合體,其市場(chǎng)營(yíng)銷涵蓋了區(qū)域經(jīng)濟(jì)與產(chǎn)業(yè)經(jīng)濟(jì)轉(zhuǎn)型的自性發(fā)展,企業(yè)營(yíng)銷模式受到了前所未有的關(guān)注,差異化、特色化的營(yíng)銷是企業(yè)營(yíng)銷模式構(gòu)建的關(guān)鍵,更是企業(yè)的戰(zhàn)略重心。本文以晉城市棲熙園‘犧熙七夕”營(yíng)銷案例研究為研究對(duì)象,主要采用了案例分析法,通過對(duì)棲熙園七夕營(yíng)銷方案的策劃和實(shí)施的研究,結(jié)合棲熙園的實(shí)際情況,運(yùn)用市場(chǎng)營(yíng)銷和管理學(xué)的基本理論對(duì)七夕營(yíng)銷案例進(jìn)行了深度剖析。 首先在案例描述部分中,系統(tǒng)介紹了休閑農(nóng)莊行業(yè)的背景信息和棲熙園的基本情況,通過對(duì)棲熙園各個(gè)項(xiàng)目的經(jīng)營(yíng)現(xiàn)狀和市場(chǎng)競(jìng)爭(zhēng)對(duì)手的簡(jiǎn)要介紹和分析,結(jié)合市場(chǎng)營(yíng)銷的理論對(duì)棲熙園七夕營(yíng)銷的市場(chǎng)定位做了科學(xué)分析,特別對(duì)營(yíng)銷方案的策略選擇做了細(xì)致描述和分析,具體詳細(xì)地介紹了棲熙園七夕的營(yíng)銷方案的策劃與實(shí)施過程,并簡(jiǎn)要介紹了七夕營(yíng)銷活動(dòng)開展以來(lái)的市場(chǎng)反應(yīng)。在案例分析部分,深度分析了七夕營(yíng)銷方案在市場(chǎng)細(xì)分、目標(biāo)群體、采取策略等方面的成功與不足,在此基礎(chǔ)上歸納出莊園在以后營(yíng)銷中的優(yōu)化建議及相關(guān)的保障措施,并給同行業(yè)以及其他體驗(yàn)經(jīng)濟(jì)類的企業(yè)提出一些可供參考的意見和建議。在結(jié)論部分,著重對(duì)棲熙園休閑農(nóng)莊的前景以及挖掘品牌、結(jié)合本土文化等幾方面提出建議,尤其是對(duì)于營(yíng)銷模式的構(gòu)建提出了新的看法,為本文的研究做了一定的延伸。 休閑經(jīng)濟(jì)在晉城作為全國(guó)資源型地區(qū)綜合改革試點(diǎn)這一大的政治背景下,擁有廣泛的發(fā)展前景,同時(shí)也對(duì)體驗(yàn)經(jīng)濟(jì)尤其是休閑農(nóng)業(yè)的市場(chǎng)營(yíng)銷提出了更高標(biāo)準(zhǔn)的要求。希望通過七夕營(yíng)銷案例及其分析研究,能為棲熙園在今后制定營(yíng)銷策略、擴(kuò)大市場(chǎng)份額、提高品牌美譽(yù)度和價(jià)值提供一定的思路和方法,更重要的是棲熙園以及同行其他企業(yè)能在此營(yíng)銷案例基礎(chǔ)上推陳出新,在激烈的市場(chǎng)競(jìng)爭(zhēng)中實(shí)現(xiàn)可持續(xù)發(fā)展。
[Abstract]:Jincheng as a comprehensive reform of the national resource-based region pilot, in the context of the rise of leisure economy market background, on the one hand efforts to explore the leisure economy may bring space to the regional economy. On the one hand, it explores the positive use of environmental resources in economic transformation. As a combination of agro-ecotourism and experiential economy, leisure farm covers the self-development of regional economy and industrial economic transformation. The enterprise marketing mode has received unprecedented attention, the differentiation, the characteristic marketing is the enterprise marketing pattern construction key. It is the strategic focus of the enterprise. This paper takes the "sacrifice Xi Qixi Festival" marketing case study as the research object, mainly adopts the case analysis method, through the research on the planning and implementation of Qixi Festival marketing program in Qixi Park. Combined with the actual situation of Qixi Garden, this paper makes a deep analysis of Qixi Festival's marketing case by using the basic theories of marketing and management. First of all, in the part of case description, the background information of leisure farm industry and the basic situation of Qixi Garden are introduced systematically. Combined with the theory of marketing, this paper makes a scientific analysis of the positioning of Qixi Festival's marketing, especially describes and analyzes the strategic choice of the marketing scheme. Detailed introduction of Qixi Park Qixi Festival marketing plan and implementation process, and a brief introduction of Qixi Festival marketing activities since the launch of the market reaction. In the case analysis part. This paper deeply analyzes the success and shortage of Qixi Festival's marketing scheme in market segmentation, target group, strategy and so on. On this basis, the author summarizes the optimization suggestions and relevant safeguard measures in the future marketing of the estate. And to the same industry and other experience of economic enterprises to provide some suggestions for reference. In the conclusion part, focus on the prospects of Xiyuan leisure farm and brand mining. Combining with local culture, this paper puts forward some suggestions, especially on the construction of marketing model, which extends the research of this paper. Leisure economy in Jincheng as a comprehensive reform of the national resource-based region pilot this big political background, has a wide range of development prospects. At the same time, the experience economy, especially the leisure agriculture marketing has put forward a higher standard. It is hoped that through the Qixi Festival marketing case and its analysis, Qixi Garden can formulate marketing strategy and expand its market share in the future. To improve the reputation and value of the brand to provide certain ideas and methods, more importantly, Qixi Garden and other enterprises in the same trade can bring forth new ideas on the basis of this marketing case, and realize sustainable development in the fierce market competition.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.6;F323.4

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