本文關(guān)鍵詞：京明集團(tuán)揭西生態(tài)旅游示范區(qū)營銷策略研究　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 揭西生態(tài)旅游示范區(qū) 營銷策略 SWOT分析 STP戰(zhàn)略 4Ps理論

【摘要】：隨著中國經(jīng)濟(jì)的持續(xù)發(fā)展和國民收入的不斷提高,國民在旅游消費(fèi)的支出比例持續(xù)增長。國內(nèi)旅游產(chǎn)業(yè)作為中國經(jīng)濟(jì)發(fā)展的一大引擎,已進(jìn)入了轉(zhuǎn)型期的運(yùn)行方式,產(chǎn)品呈多元化發(fā)展。生態(tài)旅游作為我國旅游產(chǎn)業(yè)的新熱點(diǎn),發(fā)展速度快、潛力大。與此同時(shí),旅游行業(yè)的競(jìng)爭(zhēng)日益激烈,旅游市場(chǎng)營銷已成為行業(yè)發(fā)展的重要手段,相關(guān)的旅游市場(chǎng)營銷理論正在積極指導(dǎo)旅游行業(yè)的發(fā)展。 揭西生態(tài)旅游示范區(qū)是京明集團(tuán)在廣東省揭陽市最大的旅游投資項(xiàng)目。該生態(tài)旅游示范區(qū)包括京明溫泉度假村、大北山國家森林公園京明度假村和黃滿寨瀑布群旅游區(qū),擁有豐富的自然旅游資源,具有優(yōu)美的景色和獨(dú)特的粵東生態(tài)環(huán)境,集農(nóng)業(yè)生態(tài)、觀光旅游、休閑、探險(xiǎn)、科普教育、革命傳統(tǒng)教育等內(nèi)容為一體。近年來,該示范區(qū)經(jīng)營過程處于微虧損狀態(tài),盈利問題亟待解決。 本文以營銷理論與實(shí)證研究相結(jié)合的方法,通過運(yùn)用SWOT理論對(duì)揭西生態(tài)旅游示范區(qū)的營銷現(xiàn)狀及環(huán)境進(jìn)行分析,明確其優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)及威脅；運(yùn)用STP戰(zhàn)略理論對(duì)揭西生態(tài)旅游示范區(qū)進(jìn)行市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇及市場(chǎng)定位；運(yùn)用4Ps理論從產(chǎn)品、價(jià)格、渠道、促銷等方面提出了相應(yīng)的營銷策略；最后對(duì)揭西生態(tài)旅游示范區(qū)營銷策略提出了實(shí)施建議。主要得出以下結(jié)論：隨著揭陽市及周邊城市經(jīng)濟(jì)的持續(xù)快速發(fā)展,揭西生態(tài)旅游示范區(qū)具有較大的發(fā)展?jié)摿ΑＤ壳敖椅魃鷳B(tài)旅游示范區(qū)存在的主要問題體現(xiàn)在：旅游產(chǎn)品特點(diǎn)不突出,開發(fā)深度不足；旅游產(chǎn)品推廣力度不大,營銷手段缺乏；地理位置較偏,交通不便利；缺乏專業(yè)的產(chǎn)品開發(fā)及營銷團(tuán)隊(duì)。揭西生態(tài)旅游示范區(qū)將通過提高現(xiàn)有旅游產(chǎn)品的發(fā)展主線；合理定位旅游產(chǎn)品以粵東為核心,輻射深圳等珠三角地區(qū)；深化開發(fā)旅游產(chǎn)品資源,逐步擴(kuò)大發(fā)展空間；選擇科學(xué)合理的定價(jià)策略。同時(shí),將加強(qiáng)與旅行社、旅游服務(wù)網(wǎng)站的合作,充分利用各個(gè)有效的營銷渠道,推廣旅游產(chǎn)品。
[Abstract]:With the sustained development of China's economy and the continuous improvement of national income, the proportion of national expenditure on tourism consumption continues to grow. The domestic tourism industry as a major engine of China's economic development. Eco-tourism is a new hot spot of tourism industry in our country. It has fast development speed and great potential. At the same time, the competition of tourism industry is increasingly fierce. Tourism marketing has become an important means of the development of the industry, the related tourism marketing theory is actively guiding the development of tourism industry. Jiexi eco-tourism demonstration area is the largest tourism investment project of Jingming Group in Jieyang City, Guangdong Province. The eco-tourism demonstration area includes Jingming Hot Spring Resort. Dabei Mountain National Forest Park Jingming Resort and Huangmanzhai Falls tourist area, with rich natural tourism resources, beautiful scenery and unique ecological environment in eastern Guangdong, collection of agricultural ecology, tourism, leisure. Exploration, popular science education, revolutionary traditional education and so on. In recent years, the operation process of this demonstration area is in a state of slight loss, and the profit problem needs to be solved urgently. By combining marketing theory with empirical research, this paper analyzes the marketing situation and environment of Jiexi Eco-tourism demonstration area by using SWOT theory, and makes clear its advantages, disadvantages, opportunities and threats. Using the STP strategy theory to carry on the market segmentation, the target market choice and the market localization to the Jiexi eco-tourism demonstration area; Using 4Ps theory, this paper puts forward the corresponding marketing strategies from the aspects of product, price, channel, promotion, etc. Finally, the author puts forward some suggestions on the marketing strategy of Jiexi Eco-tourism demonstration Zone. The main conclusions are as follows: with the sustained and rapid economic development of Jieyang City and its surrounding cities. Jiexi eco-tourism demonstration area has great development potential. At present, the main problems in Jexi eco-tourism demonstration zone are: the characteristics of tourism products are not prominent, the depth of development is insufficient; The promotion of tourism products is not strong enough, and the marketing means are lacking; The geographical location is more partial, the transportation is not convenient; Lack of professional product development and marketing team. Jiexi eco-tourism demonstration zone will improve the existing tourism products development of the main line; Reasonable positioning of tourism products to Guangdong as the core radiation Shenzhen and other Pearl River Delta region; Deepen the development of tourism products resources, gradually expand the space for development; At the same time, we will strengthen the cooperation with travel agencies and tourism service websites, make full use of all effective marketing channels to promote tourism products.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6

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