本文選題：崇明旅游 + 旅游產品　； 參考：《上海師范大學》2012年碩士論文

【摘要】：上海崇明縣旅游資源較為豐富，自開放以來始終處于穩(wěn)步緩慢發(fā)展階段，，與同時期上海旅游業(yè)的高速發(fā)展形成強烈的反差。本文運用體驗營銷理論從產品開發(fā)與營銷角度，采用問卷與訪談相結合的方法，針對客源渠道、旅游設施、游客偏好等內容設計問卷和訪談內容（調查共發(fā)出問卷600份，回收564份，有效率達到94%，其中包括26個與顧客密切相關的問題），對崇明的旅游客源市場需求、旅游產品開發(fā)以及營銷現(xiàn)狀進行分析，并提出有針對性的產品開發(fā)定位與營銷對策。 本文從游客角度對崇明旅游產品開發(fā)現(xiàn)狀進行分析，并提出有針對性的旅游產品開發(fā)與營銷策略，給崇明生態(tài)旅游提供可借鑒的指導。從游客感知的旅游產品現(xiàn)狀來看，崇明已經開發(fā)的旅游產品與游客需求之間有交集，但也存在著很大的不同。首先，崇明已經提供了游客所需的基本旅游產品，比如農家樂、度假村等針對不同群體的住宿設施，會議設施等；其次，游客對休閑、體驗式旅游產品的需求尚未得到滿足，比如游客所期望的主題公園、水上活動、康體中心、娛樂演出等，崇明要發(fā)展生態(tài)旅游島，設計與開發(fā)必要的休閑度假產品是十分必要的；再次，崇明較長的淡季（冬季）等自然因素也決定了冬季旅游產品較為匱乏的現(xiàn)狀。 基于此，筆者結合對旅游管理部門的訪談，提出崇明旅游產品的總體定位為生態(tài)、休閑度假旅游產品，功能主要有生態(tài)居住功能、旅游度假功能、科技研發(fā)等功能。將崇明旅游打造成基于自然旅游、生態(tài)旅游的，立足崇明、服務上海、展望西太平洋沿岸的，集島內旅游與環(huán)島旅游、以及淺海下旅游的探險島旅游復合旅游體。在產品定價方面，基于面向的受眾群體的經濟特征，展開有服務質量和服務項目差別的差異化定價、服務策略。在產品渠道方面，不僅開拓網(wǎng)絡渠道、實體店（旅行社）渠道、立體媒體渠道、平面媒體渠道等。而且在重點開發(fā)本地渠道的基礎上，有針對性，有目地的拓展外地渠道和海外渠道。在產品促銷方面，通過不同區(qū)域的不同文化、生活差異，實行不同的促銷策略，保證崇明旅游在同質旅游產品中處于相對優(yōu)勢和絕對優(yōu)勢的地位。以此對崇明旅游開發(fā)進行明確的定位，輔以明確的市場開發(fā)策略、市場營銷策略，從而實現(xiàn)崇明自然旅游、生態(tài)旅游發(fā)展的目的，為崇明旅游業(yè)發(fā)展打下堅定的基礎，為中國旅游市場的擴大提供堅實的保障。
[Abstract]:Chongming County in Shanghai is rich in tourism resources and has been in a steady and slow development stage since the opening up, forming a strong contrast with the rapid development of tourism in the same period. In this paper, from the perspective of product development and marketing, using the method of combining questionnaire with interview, the author designs questionnaires and interviews according to the contents of tourist channels, tourist facilities, tourist preferences, etc. (600 questionnaires were sent out. 564 copies were recovered, and the efficiency reached 94 points, including 26 issues closely related to the customers. The paper analyzed Chongming's tourist market demand, tourism product development and marketing status quo. And put forward targeted product development positioning and marketing countermeasures. This paper analyzes the current situation of Chongming tourism product development from the perspective of tourists, and puts forward targeted tourism product development and marketing strategies, which can be used for reference to Chongming ecotourism. Judging from the current situation of tourism products perceived by tourists, there is an intersection between the tourism products developed by Chongming and tourists' needs, but there are also great differences. First, Chongming has already provided basic tourist products needed by tourists, such as Nongjiale, Resort and other accommodation facilities for different groups, conference facilities, etc. Secondly, tourists' demand for leisure and experiential tourism products has not yet been met. For example, the theme parks, water sports, recreation and sports centers, entertainment performances and so on that tourists expect, it is very necessary for Chongming to develop eco-tourism island, to design and develop necessary leisure and vacation products; again, The long off-season (winter) and other natural factors also determine the lack of tourism products in winter. Based on this, the author puts forward that the overall orientation of Chongming tourism products is ecological, leisure and vacation tourism products, with the main functions of ecological residence, tourism vacation, science and technology research and development, and so on. Chongming tourism will be based on natural tourism, eco-tourism, based on Chongming, serving Shanghai, looking forward to the western Pacific coast, island tourism and island tourism, as well as shallow sea tourism adventure island tourism complex tourism body. In the aspect of product pricing, based on the economic characteristics of the target audience, the differential pricing and service strategy with different service quality and service items are carried out. In product channel, not only open up network channel, physical store (travel agency) channel, stereo media channel, print media channel, etc. And in the development of local channels on the basis of targeted, targeted expansion of foreign channels and overseas channels. In the aspect of product promotion, through different cultures and different living conditions in different regions, different promotion strategies are carried out to ensure Chongming tourism is in the position of relative advantage and absolute advantage in homogeneous tourism products. In this way, the tourism development of Chongming is clearly positioned, supplemented by clear market development strategy and marketing strategy, so as to achieve the purpose of Chongming natural tourism and ecological tourism development, and lay a firm foundation for Chongming tourism development. For the expansion of China's tourism market to provide a solid guarantee.
【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F274

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