某鄉(xiāng)村公園市場推廣策略研究

14800字

摘要 我國的旅游業(yè)已經(jīng)進(jìn)入到了以營銷為主導(dǎo)的時代，旅游市場營銷在發(fā)展現(xiàn)代旅游業(yè)中有著極其重要的地位，是獲得經(jīng)濟(jì)效益的重要環(huán)節(jié)。
改革開放以來，我國旅游業(yè)快速升溫，已經(jīng)成為了人們生活中必不可缺的一部分，并漸漸地成為了我國的經(jīng)濟(jì)支柱產(chǎn)業(yè)。旅游業(yè)是一個相對來說比較特殊的行業(yè)，因此市場營銷對于旅游業(yè)來說，比其他行業(yè)更為重要，深入研究和分析旅游市場對于發(fā)展旅游業(yè)有著極為重要的作用。
本文主要研究的是七都格林鄉(xiāng)村公園市場推廣策略。七都格林鄉(xiāng)村公園是極具代表性的現(xiàn)代鄉(xiāng)村公園。本文的研究方法主要采用了文獻(xiàn)調(diào)研法、實(shí)地考察法以及問卷調(diào)查法。結(jié)合現(xiàn)在國內(nèi)外的旅游環(huán)境以及對七都格林鄉(xiāng)村公園所處的各種大環(huán)境分析，利用SWOT分析對七都格林鄉(xiāng)村公園進(jìn)行分析研究。
　　通過研究，本文為七都格林鄉(xiāng)村公園未來的市場推廣提供了一些參考意見,可以使得七都格林鄉(xiāng)村公園更好的了解到消費(fèi)者的需求所在，來吸引更多的消費(fèi)者，推廣自身的優(yōu)勢，拓寬自己市場，以搶占更多的市場份額。

關(guān)鍵詞：旅游業(yè)，旅游市場營銷，市場推廣，SWOT分析


Study on the marketing strategies of Qidu Village Green Park
Abstract Chinese tourism has entered a marketing-driven times, tourism marketing has an extremely important role in the development of modern tourism, is an important part of the economic benefits. Since reform and opening up, Chinese travel industry, arc has become an indispensable part in people's lives, and gradually became the mainstay of Chinese economy and industry. Tourism is a relatively special industry, marketing for tourism, therefore, more important than other industries, in-depth research and analysis of tourist market for the development of the tourism industry has a very important role. This paper is the study of marketing strategies of Qidu Village Green Park. Qidu Village Green Park is highly representative of the modern Village Park. Literature research method this research method is primarily used, field trips, as well as the questionnaire method. Combination of tourism environment at home and abroad, as well as the analysis of the various environment of the Qidu Green Village Park , using SWOT analysis to study Qidu Green Village Park. By studying this Green Village Park for Qidu market offers some suggestions for the future, makes the Qidu Green Village parks to better understand consumers ' needs to attract more consumers to promote their strengths, broaden their markets in order to gain more market share.

Key words: tourism, tourism marketing, marketing, SWOT analysis


目 錄
第一章 導(dǎo)論 1
1.1研究背景 1
1.1.1我國旅游業(yè)發(fā)展概況 1
1.1.2我國鄉(xiāng)村旅游概況 1
1.2 研究意義 2
1.3旅游市場營銷理論 2
1.3.1市場 2
1.3.2旅游市場 3
1.3.3旅游市場營銷 3
1.3.4 SWOT分析理論 4
第二章 七都鎮(zhèn)發(fā)展概況 6
2.1七都鎮(zhèn)概況 6
2.1.1資源狀況 6
2.1.2經(jīng)濟(jì)狀況 6
2.1.3文化及旅游狀況 7
第三章 七都格林鄉(xiāng)村公園旅游市場SWOT分析  8
3.1七都格林鄉(xiāng)村公園概況 8
3.2七都格林鄉(xiāng)村公園市場營銷優(yōu)勢—劣勢分析 8
3.2.1營銷優(yōu)勢分析 8
3.2.2營銷劣勢分析 9
3.3七都格林鄉(xiāng)村公園市場營銷機(jī)會—威脅分析 9
3.3.1營銷機(jī)會分析 9
3.3.2營銷威脅分析 10
3.4 SWOT分析戰(zhàn)略 10
第四章 消費(fèi)者消費(fèi)情況調(diào)查 12
4.1問卷的設(shè)計(jì) 12
4.2問卷統(tǒng)計(jì)結(jié)果 12
4.3數(shù)據(jù)分析 15
4.4調(diào)查總結(jié) 21
第五章 七都格林鄉(xiāng)村公園旅游推廣策略 23
致謝 26
附錄：七都格林鄉(xiāng)村公園消費(fèi)者情況調(diào)查問卷 27
參考文獻(xiàn) 29