本文選題：休閑農(nóng)莊 + STP戰(zhàn)略　； 參考：《中南林業(yè)科技大學(xué)》2012年碩士論文

【摘要】：隨著休閑旅游的興起,休閑農(nóng)業(yè)作為朝陽產(chǎn)業(yè)吸引了很多資金,資金的投入帶來了長(zhǎng)沙休閑農(nóng)莊的蓬勃發(fā)展。在休閑農(nóng)莊快速發(fā)展的同時(shí),不可避免存在一些問題。本文從市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位的角度窺探長(zhǎng)沙休閑農(nóng)莊存在的問題,針對(duì)休閑農(nóng)莊的品牌打造方面提出相應(yīng)的營銷對(duì)策,具體內(nèi)容如下： (1)對(duì)星級(jí)農(nóng)莊和小型農(nóng)莊(農(nóng)家樂)的發(fā)展和營銷現(xiàn)狀進(jìn)行現(xiàn)場(chǎng)調(diào)研,休閑農(nóng)莊普遍存在重發(fā)展輕營銷的現(xiàn)象,在發(fā)展和營銷上存在很多問題,休閑農(nóng)莊的營銷滯后于休閑農(nóng)莊的發(fā)展、網(wǎng)路營銷做得很不規(guī)范。 (2)對(duì)長(zhǎng)沙休閑旅游消費(fèi)者的人口學(xué)特征和消費(fèi)者行為特征進(jìn)行調(diào)研,人口學(xué)特征主要是性別、受教育水平、職業(yè)分布、收入情況,現(xiàn)居地,消費(fèi)者行為則主要為旅游動(dòng)機(jī)、出游方式、出游頻率、信息來源、消費(fèi)者滿意度等,采取數(shù)據(jù)統(tǒng)計(jì)分析的方法總結(jié)休閑旅游市場(chǎng)的相關(guān)特征。 (3)總結(jié)了長(zhǎng)沙休閑農(nóng)莊發(fā)展和營銷存在的問題、休閑旅游的發(fā)展趨勢(shì)以及長(zhǎng)沙休閑農(nóng)莊發(fā)展的外部機(jī)遇和外部挑戰(zhàn),指出了長(zhǎng)沙休閑農(nóng)莊有三點(diǎn)競(jìng)爭(zhēng)優(yōu)勢(shì)：二型社會(huì)下的綠色品牌高地優(yōu)勢(shì)、人才聚集優(yōu)勢(shì)、市場(chǎng)優(yōu)勢(shì)。 (4)對(duì)長(zhǎng)沙休閑旅游市場(chǎng)進(jìn)行市場(chǎng)細(xì)分,休閑企業(yè)應(yīng)當(dāng)明確自己的核心競(jìng)爭(zhēng)力。目標(biāo)市場(chǎng)上休閑企業(yè)眾多,每個(gè)休閑企業(yè)應(yīng)當(dāng)明確自己在目標(biāo)市場(chǎng)的位置采取相應(yīng)的營銷策略,進(jìn)而打造休閑農(nóng)莊個(gè)性品牌。 (5)對(duì)有機(jī)觀光體驗(yàn)休閑農(nóng)莊浩博農(nóng)莊的STP戰(zhàn)略進(jìn)行了簡(jiǎn)單的介紹和評(píng)價(jià)。浩博農(nóng)莊作為湖南省有機(jī)休閑觀光體驗(yàn)農(nóng)莊的市場(chǎng)領(lǐng)先者,應(yīng)當(dāng)采取發(fā)展的策略,擴(kuò)大省內(nèi)市場(chǎng)占有量的同時(shí)積極開拓省外市場(chǎng)。
[Abstract]:With the rise of leisure tourism, leisure agriculture as a sunrise industry attracted a lot of funds, the investment of funds brought about the vigorous development of Changsha leisure farm. In the leisure farm rapid development, there are inevitably some problems. From the angle of market segmentation, target market and market positioning, this paper explores the problems existing in Changsha leisure farm, and puts forward the corresponding marketing countermeasures for the brand building of leisure farm. The specific contents are as follows: 1) the field investigation on the development and marketing status of star-level farm and small farm (farmhouse) shows that leisure farm has the phenomenon of attaching importance to development and light marketing, and there are many problems in development and marketing. The marketing of leisure farm lags behind the development of leisure farm. (2) the demographic characteristics and consumer behavior characteristics of leisure tourism consumers in Changsha are investigated. The demographic characteristics are mainly gender, education level, occupation distribution, income, current residence, and consumer behavior is mainly tourism motivation. The methods of travel, travel frequency, information source, consumer satisfaction and so on are used to summarize the relevant characteristics of leisure tourism market. This paper summarizes the problems existing in the development and marketing of Changsha leisure farm, the development trend of leisure tourism, and the external opportunities and challenges for the development of Changsha leisure farm. It points out that Changsha leisure farm has three competitive advantages: green brand highland advantage, talent gathering advantage and market advantage. Fourth, the market segmentation of Changsha leisure tourism market, leisure enterprises should clarify their core competitiveness. There are many leisure enterprises in the target market. Each leisure enterprise should make clear its own position in the target market and adopt corresponding marketing strategy to build the individual brand of leisure farm. This paper briefly introduces and evaluates the STP strategy of the organic sightseeing and leisure farm. As the market leader of organic leisure and sightseeing experience farm in Hunan province, Haobo farm should adopt the strategy of development, expand the amount of market in the province and actively open up the market outside the province at the same time.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F327

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