本文關鍵詞：淮南市旅游市場營銷策略研究　出處：《安徽大學》2014年碩士論文　論文類型：學位論文

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【摘要】：近幾年,隨著我國居民生活水平的提高,居民外出旅游逐漸成為百姓生活的基本需求。當今旅游者的各種需求和基本動機,發(fā)生了很大的變化。游客的習慣、喜好不斷個性化和復雜化。如何滿足游客的需求,成為許多旅游企業(yè)和旅游地急需解決的問題。近幾年,淮南市旅游業(yè)的發(fā)展雖然取得了一定的成績。但在實踐中,許多先進的營銷理念仍未能得到廣泛的應用。雖有豐富的旅游資源,但與周邊的旅游城市相比�；茨鲜械穆糜伟l(fā)展步伐和營銷管理水平還存在很大的差距。近年來,淮南市許多旅游景區(qū)景點重復建設、盲目開發(fā)。許多旅行社和旅游企業(yè)的無序擴張,使淮南旅游產(chǎn)業(yè)的經(jīng)濟效益提高較慢。同時,各旅游相關機構、社會力量也沒有有效地參與到淮南市旅游營銷活動中去,而且各旅行社和旅游景點之間也缺乏充分的合作。如何更快解決淮南旅游業(yè)面臨的問題,只有盡快發(fā)展淮南旅游產(chǎn)業(yè)。這將是淮南旅游業(yè)者需要解決的一項重要課題。因此,淮南市旅游業(yè)的發(fā)展亟待進行資源的整合與營銷策略的探索創(chuàng)新。 本文基于旅游業(yè)者的視角,以淮南旅游市場為研究對象,以提高淮南市旅游業(yè)的發(fā)展為研究目的,主要采用案例研究和專題研究相結合的方法,同時結合市場營銷學、旅游學、消費心理學、經(jīng)濟學等相關理論,首先對淮南旅游營銷策略的現(xiàn)狀和存在問題進行分析,并在對淮南市旅游市場宏觀環(huán)境、市場競爭者、消費者和淮南旅游市場作出分析的基礎上,對淮南市旅游市場進行準確的細分、目標市場選擇和市場定位,最后對新形勢下淮南的旅游營銷策略分別從產(chǎn)品、價格、渠道和促銷四個方面制定適應淮南市旅游業(yè)發(fā)展的營銷策略,并提出有建設性的意見和建議。本文得出如下研究結論：第一、如今淮南旅游企業(yè)營銷意識淡薄,旅游營銷管理與旅游產(chǎn)品開發(fā)相互脫節(jié)。同時,淮南旅游企業(yè)又面臨很好的發(fā)展機遇和新挑戰(zhàn)。因此淮南旅游業(yè)應抓住機遇實施恰當?shù)臓I銷策略。第二、淮南旅游市場營銷策略設計應以淮南豐富的旅游資源為基礎,以客戶和市場需求為導向,以個性化為原則。不斷提高淮南旅游的經(jīng)濟整體效益,實現(xiàn)淮南經(jīng)濟可持續(xù)快速發(fā)展。第三、作為淮南旅游營銷實施主體之一的旅游企業(yè),應主要從產(chǎn)品、價格、渠道、促銷四個策略促進淮南旅游業(yè)的發(fā)展。
[Abstract]:In recent years, with the improvement of Chinese living standards, residents travel gradually become the basic needs of people's lives. All the basic needs and motivation of tourists nowadays, great changes have taken place. Habits of tourists like to personalized and complicated. How to meet the needs of tourists, tourism enterprises and tourism to become many urgent need to solve the problem. In recent years, the development of tourism industry in Huainan has achieved certain results. But in practice, many of the advanced marketing concept is still not widely used. Although there are abundant tourism resources, but compared with the surrounding tourist city. There is a big gap of tourism in Huainan City the pace of development and marketing management. In recent years, Huainan City, many scenic spots repeated construction and blind development. The disorderly expansion of many travel agencies and tourism enterprises, the economic effect of Huainan tourism industry Yiti High slow. At the same time, the tourism related institutions, social forces have not effectively participate in the Huainan city tourism marketing activities, but also between the travel agency and tourist attractions are also lack of full cooperation. How to quickly resolve problems facing the tourism industry in Huainan as soon as possible, only the development of Tourism industry in Huainan. It will be an important topic Huainan tourism industry needs to be solved. Therefore, the development of tourism industry in Huainan to explore innovative resources integration and marketing strategy.
Based on the tourism industry from the perspective of Huainan tourism market as the research object, in order to improve the development of tourism industry in Huainan for the purpose of the study mainly adopts the methods of case study and monographic study combined, combined with marketing, tourism, consumer psychology, economics and other related theory, first the status of marketing strategy in Huainan tourism and the existing problems are analyzed, and in the city of Huainan tourism market macro environment, competitors, consumers and make the tourism market in Huainan on the basis of the analysis, accurate segmentation of Huainan tourism market, target market selection and market positioning, tourism marketing strategy of Huainan at the end of the new situation separately from the product. The price, the four aspects of marketing channels and develop to adapt to the development of Huainan city tourism marketing strategy, and puts forward some constructive opinions and suggestions. This paper draws the following conclusions: First, now Huainan tourism enterprises marketing consciousness, tourism marketing management and development of tourism products from each other. At the same time, Huainan tourism industry is facing good opportunities for development and new challenges. Therefore, Huainan tourism industry should seize the opportunity to implement the appropriate marketing strategy. Second, design the marketing strategy of Huainan Tourism market should be based on the abundant tourism resources of Huainan based on customer and market demand, personalized principle. Continuously improve the Huainan tourism economic benefit, realize the sustainable rapid development of Huainan's economy. Third, as one of the main body of the Huainan tourism marketing tourism enterprises, should be mainly from the product, price, channel, promotion of the four strategies to promote the development of tourism industry in Huainan.

【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7

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本文編號：1359865