【摘要】：園區(qū)旅游是旅游業(yè)的一個(gè)組成部分。也是深度旅游發(fā)展的一個(gè)趨勢。對于藥用植物園旅游而言,除了對園區(qū)進(jìn)行合理的旅游規(guī)劃外,根據(jù)目標(biāo)市場需求狀況,打造具有吸引力的旅游產(chǎn)品組合,并依據(jù)市場情態(tài)和旅游產(chǎn)品組合的特點(diǎn),利用相關(guān)促銷手段,是實(shí)現(xiàn)其旅游發(fā)展的基礎(chǔ)。 本文從旅游產(chǎn)品的相關(guān)理論入手,圍繞旅游產(chǎn)品及促銷組合的概念、組合形式、組合策略展開了分析研究,參考了大量文獻(xiàn)資料,從廣西藥用植物園的實(shí)際情況出發(fā),通過對藥物園旅游資源現(xiàn)狀的具體分析,對廣西藥用植物園在旅游產(chǎn)品進(jìn)行了研究。結(jié)合以及藥物園旅游總體規(guī)劃、旅游產(chǎn)品營銷規(guī)劃,采用旅游產(chǎn)品及促銷組合的相關(guān)理論和方法,對藥物園的旅游產(chǎn)品及促銷組合進(jìn)行策劃。提出了藥物園五條旅游產(chǎn)品線,并對每條產(chǎn)品線進(jìn)行了深度分析,還確定了旅游產(chǎn)品等級體系。在旅游產(chǎn)品的基礎(chǔ)上,又提出促銷組合的目標(biāo)、策略、原則以及四種主要促銷手段的優(yōu)勢及運(yùn)用計(jì)劃。最后,用目標(biāo)任務(wù)法估計(jì)了三類主要細(xì)分目標(biāo)市場的電視廣告資金投入。希望能對廣西藥用植物園旅游今后的發(fā)展帶來積極的效果,也能為相關(guān)行業(yè)的旅游產(chǎn)品及促銷組合的策劃提供一定的參考作用。
[Abstract]:Park tourism is an integral part of tourism. It is also a trend of deep tourism development. For the medicinal botanical garden tourism, in addition to the reasonable tourism planning, according to the demand of the target market, to create an attractive tourism product mix, and according to the market mood and the characteristics of the tourism product mix, The use of relevant promotional measures is the basis for the realization of tourism development. Starting with the related theories of tourism products, this paper analyzes and studies the concepts, forms and strategies of tourism products and promotional combinations, and refers to a large number of literature, starting from the actual situation of Guangxi Medical Botanical Garden. The tourism products of Guangxi Medicinal Botanical Garden were studied by analyzing the current situation of tourism resources. Combining with the overall plan of tourism and the marketing planning of tourism products, the author plans the tourism products and sales promotion mix of the drug park by using the related theories and methods of tourism products and sales promotion mix. This paper puts forward five tourism product lines of the Drug Garden, and makes a deep analysis of each product line, and also determines the tourism product grade system. On the basis of tourism products, the aim, strategy, principle, advantage and application plan of the promotion combination are put forward. Finally, the target task method is used to estimate the investment of TV advertising in three main segments of target market. It is hoped that it will bring positive effect to the future development of Guangxi Medicinal Botanical Garden, and can also provide some reference for the planning of tourism products and sales promotion mix in related industries.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

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