發(fā)布時(shí)間：2018-05-25 05:38

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

【摘要】：近些年來(lái),隨著國(guó)家對(duì)于旅游政策的不斷開(kāi)放以及人們生活質(zhì)量的不斷提高,越來(lái)越多的人們?cè)敢庾叱黾议T(mén)到戶外去體驗(yàn)旅游的休閑與樂(lè)趣,這給旅游業(yè)的發(fā)展帶來(lái)了新的機(jī)遇。蘇家屯區(qū)作為沈陽(yáng)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(ài)。但在實(shí)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(shí)有效的營(yíng)銷策略以保障東部旅游市場(chǎng)健康發(fā)展勢(shì)在必行。本論文主要探討蘇家屯區(qū)東部旅游市場(chǎng)的營(yíng)銷策略,并給出該營(yíng)銷策略得以順利實(shí)施的保障措施。論文運(yùn)用市場(chǎng)營(yíng)銷的知識(shí)和理論,采取文獻(xiàn)、實(shí)證研究和問(wèn)卷調(diào)查等方法對(duì)蘇家屯區(qū)東部旅游市場(chǎng)的實(shí)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(chǎng)消費(fèi)者需求理論、市場(chǎng)競(jìng)爭(zhēng)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(duì)蘇家屯區(qū)東部旅游市場(chǎng)的營(yíng)銷現(xiàn)狀進(jìn)行分析,具體包括對(duì)旅游資源概況、旅游市場(chǎng)發(fā)展概況、營(yíng)銷中現(xiàn)存的問(wèn)題及成因進(jìn)行分析;第四章為蘇家屯區(qū)東部旅游市場(chǎng)營(yíng)銷環(huán)境分析與市場(chǎng)定位;第五章從產(chǎn)品、定價(jià)、分銷渠道、促銷四點(diǎn)出發(fā),制定具體的營(yíng)銷策略;第六章從政府角度出發(fā)制定營(yíng)銷保障措施;第七章為結(jié)論。通過(guò)本文的研究,使蘇家屯區(qū)東部旅游市場(chǎng)有了一套完整的營(yíng)銷策略,對(duì)于突破蘇家屯區(qū)東部旅游市場(chǎng)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(chǎng)營(yíng)銷策略的制定符合目前的發(fā)展實(shí)際,具有實(shí)際可操作性,對(duì)于推進(jìn)蘇家屯區(qū)東部旅游市場(chǎng)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(yáng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F592.6

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本文編號(hào)：1932341