發(fā)布時(shí)間：2018-07-01 14:45

  本文選題：諸城 + 縣域旅游��； 參考：《山東大學(xué)》2014年碩士論文

【摘要】：隨著人們可支配收入的增加、環(huán)境保護(hù)意識(shí)的普遍提高,旅游產(chǎn)業(yè)在我國(guó)得以迅猛發(fā)展。各級(jí)地市,特別是縣級(jí)地市,加大開(kāi)發(fā)力度,與此同時(shí)過(guò)度開(kāi)發(fā)、重復(fù)建設(shè)等現(xiàn)象層出不窮。相似產(chǎn)品和項(xiàng)目的開(kāi)發(fā)導(dǎo)致旅游市場(chǎng)競(jìng)爭(zhēng)日益激烈,旅游環(huán)境遭到一定破壞,影響了旅游業(yè)的健康快速發(fā)展。結(jié)合本地特色旅游資源,大力發(fā)展縣域旅游營(yíng)銷(xiāo)是應(yīng)對(duì)激烈競(jìng)爭(zhēng),拓展旅游市場(chǎng),推進(jìn)縣域經(jīng)濟(jì)發(fā)展的重要途徑。 位于山東半島城市群中的諸城(縣級(jí)市),擁有豐富的旅游資源,具有優(yōu)美的景色和生態(tài)環(huán)境。但當(dāng)前旅游市場(chǎng)的定位還不明確,品牌知名度較低,營(yíng)銷(xiāo)措施和方法還不到位,旅游產(chǎn)品研發(fā)、更新較慢,旅游路線設(shè)計(jì)還不盡合理,旅游項(xiàng)目配套設(shè)施不完善。本文參考了大量國(guó)內(nèi)外相關(guān)領(lǐng)域的文獻(xiàn)資料,運(yùn)用調(diào)研法結(jié)合具體案例進(jìn)行分析,給諸城旅游的營(yíng)銷(xiāo)提出一些建議。 首先從諸城旅游市場(chǎng)需求、產(chǎn)品結(jié)構(gòu)及策略營(yíng)銷(xiāo)現(xiàn)狀三個(gè)方面闡述諸城旅游的營(yíng)銷(xiāo)現(xiàn)狀。通過(guò)對(duì)諸城旅游資源和旅游環(huán)境進(jìn)行SWOT分析,并對(duì)諸城旅游客源市場(chǎng)進(jìn)行調(diào)查和分析,細(xì)分諸城旅游的客源市場(chǎng),從中選擇合適的目標(biāo)市場(chǎng),擬定長(zhǎng)期營(yíng)銷(xiāo)戰(zhàn)略。然后根據(jù)4C理論就消費(fèi)者、便利、成本、溝通四個(gè)方面提出了有建設(shè)性的旅游營(yíng)銷(xiāo)策略建議�？偨Y(jié)主要結(jié)論如下：諸城要堅(jiān)持目標(biāo)市場(chǎng)為導(dǎo)向,不斷加強(qiáng)旅游產(chǎn)品深層開(kāi)發(fā),創(chuàng)建有較高知名度的品牌。抓住建設(shè)半島經(jīng)濟(jì)開(kāi)發(fā)區(qū)這一發(fā)展機(jī)遇,加強(qiáng)區(qū)域旅游一體化建設(shè)。選擇科學(xué)合理的營(yíng)銷(xiāo)策略,充分利用新技術(shù)媒體,通過(guò)微博、微信、郵件、網(wǎng)站等信息平臺(tái),拓寬溝通渠道,豐富市場(chǎng)營(yíng)銷(xiāo)途徑。 本文最大的理論創(chuàng)新點(diǎn),是在旅游營(yíng)銷(xiāo)相關(guān)理論指導(dǎo)下,以諸城為案例,深入研究縣域旅游營(yíng)銷(xiāo)目前存在的問(wèn)題,在區(qū)域旅游一體化背景下制定出相應(yīng)策略。筆者希望通過(guò)上述研究,為縣級(jí)地市旅游營(yíng)銷(xiāo)理論的發(fā)展做出努力。通過(guò)諸城營(yíng)銷(xiāo)案例研究,為其提供持續(xù)、健康發(fā)展的可行的理論指導(dǎo),并促進(jìn)同類(lèi)地區(qū)旅游業(yè)的發(fā)展。
[Abstract]:With the increase of disposable income and the general improvement of environmental protection consciousness, tourism industry has developed rapidly in China. Cities at all levels, especially at the county level, have stepped up development, while excessive exploitation and repeated construction have emerged in endlessly. The development of similar products and projects has led to the increasingly fierce competition in the tourism market and the destruction of the tourism environment, which has affected the healthy and rapid development of the tourism industry. Combining with local tourism resources, developing county tourism marketing is an important way to deal with the fierce competition, expand the tourism market and promote the development of county economy. Zhucheng (county level city), located in Shandong Peninsula urban agglomeration, has rich tourist resources, beautiful scenery and ecological environment. However, the current tourism market positioning is not clear, brand awareness is low, marketing measures and methods are not in place, tourism product research and development, update slowly, tourism route design is not reasonable, tourism project supporting facilities are not perfect. This paper refers to a large number of domestic and foreign literature in related fields, using the method of investigation and analysis of specific cases, to give some suggestions for the marketing of tourism in Zhucheng. Firstly, this paper expounds the present situation of tourism marketing in Zhucheng from three aspects: the demand of tourism market, the structure of products and the present situation of strategic marketing. Through SWOT analysis of tourism resources and environment of Zhucheng, and investigation and analysis of tourist market in Zhucheng, the tourist market of Zhucheng is subdivided, the suitable target market is selected, and the long-term marketing strategy is drawn up. Then, according to the 4C theory, the author puts forward some constructive suggestions on tourism marketing strategy from four aspects: consumer, convenience, cost and communication. The main conclusions are as follows: Zhucheng should adhere to the target market orientation, constantly strengthen the deep development of tourism products, and create a brand with high visibility. Seize the construction of Peninsula Economic Development Zone this development opportunity, strengthen the integration of regional tourism construction. Choose scientific and reasonable marketing strategy, make full use of new technology media, through Weibo, WeChat, email, website and other information platforms, broaden communication channels, enrich marketing channels. Under the guidance of tourism marketing theory and taking Zhucheng as a case, the biggest theoretical innovation of this paper is to deeply study the existing problems of county tourism marketing, and work out the corresponding strategies under the background of regional tourism integration. The author hopes to make efforts for the development of county-level tourism marketing theory through the above-mentioned research. Through the case study of Zhucheng marketing, it provides feasible theoretical guidance for its sustained and healthy development, and promotes the development of tourism in the same region.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F592.7

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