發(fā)布時間：2018-05-25 05:38

  本文選題：蘇家屯東部旅游區(qū) + 旅游營銷��； 參考：《沈陽大學(xué)》2017年碩士論文

【摘要】：近些年來,隨著國家對于旅游政策的不斷開放以及人們生活質(zhì)量的不斷提高,越來越多的人們愿意走出家門到戶外去體驗旅游的休閑與樂趣,這給旅游業(yè)的發(fā)展帶來了新的機(jī)遇。蘇家屯區(qū)作為沈陽最南端區(qū)域,其東部享有白清寨滑雪、馬耳山生態(tài)旅游、楊城寨草莓采摘等豐富的旅游資源,深得人們的認(rèn)可與喜愛。但在實踐中,蘇家屯區(qū)東部旅游發(fā)展水平與周邊縣區(qū)相比較還有一定的距離,因此,制定切實有效的營銷策略以保障東部旅游市場健康發(fā)展勢在必行。本論文主要探討蘇家屯區(qū)東部旅游市場的營銷策略,并給出該營銷策略得以順利實施的保障措施。論文運用市場營銷的知識和理論,采取文獻(xiàn)、實證研究和問卷調(diào)查等方法對蘇家屯區(qū)東部旅游市場的實踐進(jìn)行了分析。全文由七章組成,第一章是緒論;第二章為相關(guān)理論概述,主要介紹旅游市場消費者需求理論、市場競爭理論、STP等理論,為論文的分析提供理論依據(jù);第三章主要是對蘇家屯區(qū)東部旅游市場的營銷現(xiàn)狀進(jìn)行分析,具體包括對旅游資源概況、旅游市場發(fā)展概況、營銷中現(xiàn)存的問題及成因進(jìn)行分析;第四章為蘇家屯區(qū)東部旅游市場營銷環(huán)境分析與市場定位;第五章從產(chǎn)品、定價、分銷渠道、促銷四點出發(fā),制定具體的營銷策略;第六章從政府角度出發(fā)制定營銷保障措施;第七章為結(jié)論。通過本文的研究,使蘇家屯區(qū)東部旅游市場有了一套完整的營銷策略,對于突破蘇家屯區(qū)東部旅游市場發(fā)展瓶頸,提高旅游區(qū)的知名度與影響力具有積極作用。蘇家屯區(qū)東部旅游市場營銷策略的制定符合目前的發(fā)展實際,具有實際可操作性,對于推進(jìn)蘇家屯區(qū)東部旅游市場的健康可持續(xù)發(fā)展具有重要意義。
[Abstract]:In recent years, with the continuous opening of the national tourism policy and the continuous improvement of people's quality of life, more and more people are willing to go out of their homes to experience the leisure and fun of tourism. This brings new opportunities to the development of tourism. As the southernmost part of Shenyang Sujiatun enjoys rich tourist resources such as skiing in Baiqing Mountain Eco-tourism in Mal'shan and strawberry picking in Yangcheng Zhai. However, in practice, the level of tourism development in the eastern part of Sujiatun is still far from that of the surrounding counties. Therefore, it is imperative to formulate effective marketing strategies to ensure the healthy development of the eastern tourism market. This paper mainly discusses the marketing strategy of the eastern tourism market in Sujiatun district, and gives the guarantee measures for the successful implementation of the marketing strategy. Based on the knowledge and theory of marketing, the paper analyzes the practice of tourism market in the eastern part of Sujiatun by means of literature, empirical research and questionnaire survey. The paper is composed of seven chapters, the first chapter is the introduction, the second chapter is a summary of the related theories, mainly introduces the tourism market consumer demand theory, market competition theory and STP theory, provides the theoretical basis for the analysis of the paper. The third chapter mainly analyzes the marketing situation of the eastern tourism market in Sujiatun District, including the general situation of tourism resources, the general situation of tourism market development, the existing problems in marketing and the causes of formation. The fourth chapter is the analysis and the market orientation of the eastern tourism marketing environment in Sujiatun, the fifth chapter is from the product, the pricing, the distribution channel, the promotion four points, formulates the concrete marketing strategy, the sixth chapter starts from the government angle to formulate the marketing safeguard measure; Chapter seven is the conclusion. Through the study of this paper, the eastern tourism market of Sujiatun has a set of complete marketing strategy, which has a positive effect on breaking through the bottleneck of the development of the eastern tourism market in Sujiatun and improving the popularity and influence of the tourism area. The formulation of tourism marketing strategy in the eastern part of Sujiatun is in line with the current development reality and has practical maneuverability. It is of great significance to promote the healthy and sustainable development of the eastern tourism market in Sujiatun.
【學(xué)位授予單位】：沈陽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F592.6

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本文編號：1932341