【摘要】：棗莊市臺兒莊古城景區(qū)自2008年開工建設(shè)以來,迅速成為國內(nèi)比較有影響力的景區(qū),聚集了大量的人氣。作為一個新建景區(qū),憑借什么方法能夠在競爭日趨激烈的中國旅游市場打出一片天地,這成為許多人想知道的答案。我們認(rèn)為,這離不開景區(qū)一系列營銷策略的制定和實施。目前,國內(nèi)還沒有系統(tǒng)對臺兒莊古城景區(qū)的營銷策略進行分析的文章。本文希望通過運用市場營銷理論、戰(zhàn)略管理理論等,結(jié)合臺兒莊目前的現(xiàn)狀,并采用實地調(diào)研和市場調(diào)查相結(jié)合的方法,系統(tǒng)深入地研究臺兒莊古城的營銷策略,發(fā)現(xiàn)亮點和經(jīng)驗,找出不足和問題,提出改進意見和建議。 本文運用波特五力模型和SWOT分析方法,對古城景區(qū)進行了特性分析,得出景區(qū)具有線性文化遺產(chǎn)的節(jié)點、文化的復(fù)合性、江北水城特色的鮮明性和中華民族抗戰(zhàn)歷史的象征性等特點。在此基礎(chǔ)上,通過7P理論系統(tǒng)分析了臺兒莊古城景區(qū)目前的產(chǎn)品、價格、促銷、渠道、人員、有形展示、服務(wù)過程策略,得出了現(xiàn)有營銷模式的主要特點：政府主導(dǎo)、密集投入、主攻高端、產(chǎn)品復(fù)合、緊抓旅行社。之后,對照市場調(diào)查結(jié)果和市場細(xì)分、目標(biāo)市場選擇的分析,提出了基于體驗的營銷策略模式,比如提升景區(qū)品牌形象,打造特色鮮明的主題化體驗景觀,營造獨特的感官體驗氛圍,舉辦豐富的體驗式活動,推動大型實景演出等等,使之成為富有特色的體驗式主題公園,成為富有影響力的國內(nèi)旅游目的地。
[Abstract]:Zaozhuang Taierzhuang Ancient City Scenic area has rapidly become a relatively influential scenic spot in China since it started construction in 2008, and has gathered a lot of popularity. As a newly built scenic spot, it has become the answer that many people want to know. We believe that this is inseparable from a series of scenic areas marketing strategy formulation and implementation. At present, there is no systematic analysis of the marketing strategy of Taierzhuang Scenic area. This paper hopes that through the use of marketing theory, strategic management theory, combined with the current situation of Taierzhuang, and the combination of field research and market research, the marketing strategy of Taierzhuang ancient city will be studied systematically and deeply. Identify highlights and experiences, identify deficiencies and problems, and put forward suggestions and suggestions for improvement. In this paper, the author analyzes the characteristics of the ancient city scenic spot by using Porter's five-force model and SWOT analysis method, and draws the conclusion that the scenic spot has the node of linear cultural heritage and the cultural complex. The distinctive features of Jiangbei Watertown and the symbolic features of the history of the Chinese anti-Japanese war. On this basis, the paper systematically analyzes the current products, prices, sales promotion, channels, personnel, tangible display and service process strategies of Taierzhuang Ancient City Scenic area through the 7P theory, and obtains the main characteristics of the existing marketing model: government leading, Intensive investment, focus on high-end, product complex, grasp travel agencies. Then, compared with the market survey results and market segmentation, the analysis of target market selection, proposed experience-based marketing strategy model, such as promoting the brand image of scenic spots, creating distinctive thematic experience landscape. Creating a unique sensory experience atmosphere, holding rich experiential activities, promoting large-scale real scene performances, and so on, making it a characteristic experiential theme park and an influential domestic tourist destination.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F592.7

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 王元方;臺兒莊古城保護性旅游開發(fā)研究[D];山東師范大學(xué);2013年

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本文編號：2379078