基于消費者行為的濟南滑雪旅游市場營銷策略研究
發(fā)布時間：2018-08-07 12:10
【摘要】：21世紀(jì)以來我國經(jīng)濟的高速發(fā)展帶動相關(guān)體育旅游產(chǎn)業(yè)的進步，冬季滑雪旅游逐漸走進人們的視野；同時，隨著人們生活質(zhì)量的提高以及對現(xiàn)代健康意識的追求，人們紛紛希望通過體育旅游形式以達到健身、休閑和放松的目的。冬季的嚴(yán)寒在一定程度上為體育旅游市場經(jīng)營帶來一定阻礙，但滑雪體育旅游卻在這個季節(jié)打得火熱，人們已開始接受這種曾被譽為貴族運動的滑雪旅游活動。冬季旅游受天氣影響較大，而滑雪為人們的冬季出行提供了新形式，成為冬季經(jīng)濟的增長點，在經(jīng)濟發(fā)展中所占比重越來越大。經(jīng)過短短十幾年的發(fā)展，我國的滑雪旅游市場已初具規(guī)模，形成了各地滑雪旅游市場共同穩(wěn)定發(fā)展的新形勢。東北地區(qū)的滑雪旅游市場起步早、發(fā)展快，在經(jīng)營管理營銷方面相對成熟，在我國的整體滑雪旅游市場中處于領(lǐng)先地位；與此相比，濟南市的滑雪旅游市場雖然近幾年發(fā)展勢頭較猛，，但起步較晚，無論在滑雪市場規(guī)模還是經(jīng)營營銷理念上都存在較大差距，滑雪市場營銷策略作為市場經(jīng)營的重中之重尤其值得關(guān)注。消費者作為市場營銷策略的對象，滑雪營銷策略的效果從消費者身上能得到直接體現(xiàn)，因此本文以消費者行為作為切入點，結(jié)合消費者對滑雪市場各方面的滿意評價，對濟南滑雪旅游市場的營銷策略進行分析。 本文以濟南市四家滑雪場的旅游消費者為研究對象，通過文獻查閱、調(diào)查問卷和訪談收集相關(guān)資料以及對滑雪場進行實地考察，并對收集資料進行系統(tǒng)、客觀分析。首先，對濟南滑雪旅游市場的基本情況進行簡要概述，將濟南滑雪旅游消費者的年齡、收入、職業(yè)等基本信息和出行方式、消費方式等基本情況進行客觀的描述與分析；其次，分別從產(chǎn)品、價格、分銷渠道和促銷四個方面結(jié)合消費者的消費行為及相關(guān)滿意評價反饋對濟南滑雪旅游市場的營銷策略進行理性分析與討論，發(fā)現(xiàn)問題，提出對策；最后對上述分析進行總結(jié)，得出結(jié)論。 綜合以上分析研究發(fā)現(xiàn)濟南滑雪旅游市場在產(chǎn)品、價格、分銷渠道和促銷方面各有長處與不足。在產(chǎn)品層面，消費者對濟南滑雪場的服務(wù)比較滿意，但滑雪場在項目種類和產(chǎn)品娛樂性方面有待提高；在價格層面，消費者在門票和娛樂項目上花銷較大，且滑雪場存在收費項目多、亂、透明度低等問題；在分銷渠道層面，濟南滑雪旅游市場的分銷渠道滿意評價較高，但網(wǎng)絡(luò)分銷渠道缺乏市場的有效管理；在促銷層面，總體來看消費者對濟南滑雪旅游市場的促銷評價一般，在促銷方式方法上尚有較大發(fā)展空間。對濟南滑雪旅游市場營銷策略提出以下對策：第一，豐富產(chǎn)品、打造精品，拓寬服務(wù)領(lǐng)域；第二，整頓收費秩序，促進一價全包，營造放心旅游消費環(huán)境；第三，整合分銷渠道，加強渠道管理；第四，創(chuàng)新促銷方式，加快網(wǎng)絡(luò)營銷，提高旅游地形象。
[Abstract]:Since the 21st century, the rapid development of our country's economy has led to the progress of the sports tourism industry, and the ski tourism in winter has gradually come into people's vision, at the same time, with the improvement of people's quality of life and the pursuit of modern health consciousness, People hope to achieve fitness, leisure and relaxation through the form of sports tourism. To some extent, the cold winter brings some obstacles to the management of sports tourism market, but skiing sports tourism is getting hot in this season, people have begun to accept this kind of skiing tourism which was once regarded as aristocratic sports. Winter tourism is greatly affected by the weather, but skiing provides a new form for people to travel in winter, and becomes the growth point of winter economy, which accounts for more and more in the economic development. After a short period of more than ten years, the ski tourism market in China has taken shape, forming a new situation of the stable development of the ski tourism market. The ski tourism market in Northeast China starts early, develops quickly, is relatively mature in management and marketing, and is in a leading position in the overall ski tourism market in China. Although the ski tourism market in Jinan has developed rapidly in recent years, it has started relatively late, and there is a big gap in both the scale of ski market and the concept of management and marketing. Ski marketing strategy as the top priority of market management is especially worthy of attention. As the target of the marketing strategy, the effect of the skiing marketing strategy can be directly reflected by the consumer, so this paper takes the consumer behavior as the starting point, combined with the satisfaction evaluation of all aspects of the skiing market. This paper analyzes the marketing strategy of Jinan ski tourism market. This paper takes the tourist consumers of four ski resorts in Jinan as the research object, through literature review, questionnaires and interviews to collect relevant information, as well as the field investigation of the ski resort, and the collection of information for a systematic and objective analysis. First of all, the basic situation of Jinan ski tourism market is briefly summarized, and the basic information of Jinan ski tourism consumers, such as age, income, occupation, travel mode and consumption mode, are described and analyzed objectively. This paper analyzes and discusses the marketing strategy of Jinan ski tourism market from four aspects of product, price, distribution channel and promotion, combining consumer's consumption behavior and relevant satisfaction evaluation feedback, finds problems and puts forward countermeasures. Finally, the above analysis is summarized and the conclusion is drawn. It is found that Jinan ski tourism market has its own advantages and disadvantages in products, prices, distribution channels and sales promotion. At the product level, consumers are more satisfied with the service of Jinan ski resort, but the ski resort needs to be improved in terms of project type and product entertainment. At the price level, consumers spend more on tickets and entertainment items. In the distribution channel level, the distribution channel of Jinan ski tourism market evaluation is high, but the network distribution channel lacks the effective management of the market; in the promotion level, the distribution channel of Jinan ski tourism market has many problems, such as many items charged, chaos, low transparency and so on. As a whole, consumers generally evaluate the promotion of Jinan ski tourism market, and there is still much room for development in sales promotion methods. Put forward the following countermeasures to Jinan ski tourism marketing strategy: first, enrich products, create boutique, broaden the field of service; second, rectify the order of charges, promote a full price package, create a comfortable environment for tourism consumption; third, Integration of distribution channels, strengthening channel management; fourth, innovation promotion, accelerate network marketing, improve the image of tourist destination.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G863.1;F592.7
本文編號：2169982
[Abstract]:Since the 21st century, the rapid development of our country's economy has led to the progress of the sports tourism industry, and the ski tourism in winter has gradually come into people's vision, at the same time, with the improvement of people's quality of life and the pursuit of modern health consciousness, People hope to achieve fitness, leisure and relaxation through the form of sports tourism. To some extent, the cold winter brings some obstacles to the management of sports tourism market, but skiing sports tourism is getting hot in this season, people have begun to accept this kind of skiing tourism which was once regarded as aristocratic sports. Winter tourism is greatly affected by the weather, but skiing provides a new form for people to travel in winter, and becomes the growth point of winter economy, which accounts for more and more in the economic development. After a short period of more than ten years, the ski tourism market in China has taken shape, forming a new situation of the stable development of the ski tourism market. The ski tourism market in Northeast China starts early, develops quickly, is relatively mature in management and marketing, and is in a leading position in the overall ski tourism market in China. Although the ski tourism market in Jinan has developed rapidly in recent years, it has started relatively late, and there is a big gap in both the scale of ski market and the concept of management and marketing. Ski marketing strategy as the top priority of market management is especially worthy of attention. As the target of the marketing strategy, the effect of the skiing marketing strategy can be directly reflected by the consumer, so this paper takes the consumer behavior as the starting point, combined with the satisfaction evaluation of all aspects of the skiing market. This paper analyzes the marketing strategy of Jinan ski tourism market. This paper takes the tourist consumers of four ski resorts in Jinan as the research object, through literature review, questionnaires and interviews to collect relevant information, as well as the field investigation of the ski resort, and the collection of information for a systematic and objective analysis. First of all, the basic situation of Jinan ski tourism market is briefly summarized, and the basic information of Jinan ski tourism consumers, such as age, income, occupation, travel mode and consumption mode, are described and analyzed objectively. This paper analyzes and discusses the marketing strategy of Jinan ski tourism market from four aspects of product, price, distribution channel and promotion, combining consumer's consumption behavior and relevant satisfaction evaluation feedback, finds problems and puts forward countermeasures. Finally, the above analysis is summarized and the conclusion is drawn. It is found that Jinan ski tourism market has its own advantages and disadvantages in products, prices, distribution channels and sales promotion. At the product level, consumers are more satisfied with the service of Jinan ski resort, but the ski resort needs to be improved in terms of project type and product entertainment. At the price level, consumers spend more on tickets and entertainment items. In the distribution channel level, the distribution channel of Jinan ski tourism market evaluation is high, but the network distribution channel lacks the effective management of the market; in the promotion level, the distribution channel of Jinan ski tourism market has many problems, such as many items charged, chaos, low transparency and so on. As a whole, consumers generally evaluate the promotion of Jinan ski tourism market, and there is still much room for development in sales promotion methods. Put forward the following countermeasures to Jinan ski tourism marketing strategy: first, enrich products, create boutique, broaden the field of service; second, rectify the order of charges, promote a full price package, create a comfortable environment for tourism consumption; third, Integration of distribution channels, strengthening channel management; fourth, innovation promotion, accelerate network marketing, improve the image of tourist destination.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G863.1;F592.7
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