本文選題：湖南莽山國(guó)家森林公園 + 顧客滿意��； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：如今全球經(jīng)濟(jì)日漸呈現(xiàn)萎靡的狀態(tài),作為成長(zhǎng)最快的“朝陽產(chǎn)業(yè)”,旅游業(yè)仍保持著迅速的增長(zhǎng)。作為新型的現(xiàn)代旅游資源,森林公園的發(fā)展一直備受業(yè)界關(guān)注。隨著我國(guó)旅游業(yè)的蓬勃發(fā)展,森林公園的旅游服務(wù)已成為業(yè)界競(jìng)爭(zhēng)的主要籌碼。只有制定完善的服務(wù)營(yíng)銷策略,提升景區(qū)知名度和美譽(yù)度,才能實(shí)現(xiàn)旅游景區(qū)在經(jīng)營(yíng)上的可持續(xù)發(fā)展。 本文在國(guó)內(nèi)外營(yíng)銷戰(zhàn)略理論、服務(wù)營(yíng)銷理論、顧客價(jià)值理論的研究基礎(chǔ)上,通過對(duì)湖南省莽山國(guó)家森林公園的服務(wù)營(yíng)銷現(xiàn)狀進(jìn)行分析,采用理論分析與實(shí)例相結(jié)合、借鑒成功經(jīng)驗(yàn)與開拓創(chuàng)新相結(jié)合的方法,對(duì)莽山國(guó)家森林公園的服務(wù)營(yíng)銷策略進(jìn)行了研究和探討,期望建立一套符合莽山國(guó)家森林公園的服務(wù)營(yíng)銷模式。在制定莽山國(guó)家森林公園的服務(wù)營(yíng)銷戰(zhàn)略方面,通過市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位,來實(shí)現(xiàn)吸引消費(fèi)者的目的；在構(gòu)建莽山國(guó)家森林公園的服務(wù)營(yíng)銷組合方面,運(yùn)用產(chǎn)品、價(jià)格、渠道、溝通、人員、有形展示和服務(wù)過程七個(gè)要素,來滿足消費(fèi)者需求,實(shí)現(xiàn)顧客滿意和顧客忠誠(chéng)；在莽山國(guó)家森林公園服務(wù)營(yíng)銷策略的組織實(shí)施方面,擬定了實(shí)施的保障措施。 本文通過把服務(wù)營(yíng)銷的理論與莽山國(guó)家森林公園的經(jīng)營(yíng)實(shí)踐相結(jié)合,提出了適合行業(yè)特點(diǎn)與企業(yè)現(xiàn)狀的服務(wù)營(yíng)銷策略和實(shí)施保障措施,具有一定的針對(duì)性和操作性,對(duì)莽山國(guó)家森林公園應(yīng)對(duì)日益復(fù)雜化的旅游市場(chǎng)競(jìng)爭(zhēng)、全面提升企業(yè)競(jìng)爭(zhēng)力具有積極的指導(dǎo)意義。
[Abstract]:As the fastest growing "sunrise industry", the tourism industry is still growing rapidly. As a new modern tourist resource, the development of Forest Park has always been paid attention to. With the vigorous development of China's tourism industry, the tourism service of Forest Park has become the main competition in the industry. Only by developing a perfect service marketing strategy and enhancing the visibility and reputation of scenic spots can we achieve the sustainable development of tourist attractions.
On the basis of the domestic and foreign marketing strategy theory, service marketing theory and customer value theory, the present situation of service marketing in Hunan Mang Mountain National Forest Park is analyzed by combining theoretical analysis with examples and using the method of combining successful experience with pioneering and innovation, and the service camp of Mang Mountain National Forest Park. The marketing strategy is studied and discussed in order to establish a service marketing model conforming to the Forest Park of the Mang Mountain National Forest Park. In the formulation of the service marketing strategy of the Forest Park in the Mang Mountain National Forest Park, market segmentation, target market selection and market positioning are used to achieve the purpose of attracting consumers; and the service camp of the Forest Park of the Mang Mountain is constructed. In the aspect of marketing and marketing, seven elements of product, price, channel, communication, personnel, tangible display and service process are used to meet the needs of consumers and realize customer satisfaction and customer loyalty. In the organization and implementation of service marketing strategy in Mang Mountain National Forest Park, the guarantee measures are drawn up.
By combining the theory of service marketing with the management practice of the Forest Park in Mang Mountain, this paper puts forward the service marketing strategy and implementation guarantee measures suitable for the industry characteristics and the current situation of the enterprise. It has certain pertinence and operability. It will improve the enterprise of the Forest Park of Mang Mountain to deal with the increasingly complex tourism market and promote the enterprise in an all-round way. Competitiveness has a positive guiding significance.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7;F274

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