【摘要】：旅游產(chǎn)業(yè)由于具有較高的就業(yè)乘數(shù)效應(yīng)和經(jīng)濟(jì)乘數(shù)效應(yīng)，已成為推動(dòng)一個(gè)國(guó)家或地區(qū)經(jīng)濟(jì)發(fā)展的主要?jiǎng)恿�。�?guó)家經(jīng)濟(jì)體制改革不斷深入，發(fā)展旅游產(chǎn)業(yè)也就成為各地區(qū)、各級(jí)政府調(diào)整產(chǎn)業(yè)結(jié)構(gòu)的重大舉措。隨著旅游市場(chǎng)的日漸成熟以及競(jìng)爭(zhēng)的日益加劇，各地紛紛挖掘旅游資源來發(fā)展地區(qū)旅游，旅游營(yíng)銷已成為旅游業(yè)經(jīng)營(yíng)管理的一個(gè)現(xiàn)實(shí)而重要的研究領(lǐng)域，應(yīng)得到相關(guān)學(xué)者及利益相關(guān)者的重視。 烏審旗位于內(nèi)蒙古鄂爾多斯市西南部，地處毛烏素沙漠腹地，南面與產(chǎn)煤大省陜西接壤，西面和天然氣化工基地寧夏為鄰，區(qū)位優(yōu)勢(shì)顯著。烏審旗是煤炭、天然氣、天然堿、方沸石等自然資源的富集區(qū)域。2012年，烏審旗地區(qū)生產(chǎn)總值達(dá)322.7億元，財(cái)政收入30.01億元，經(jīng)濟(jì)發(fā)展迅速。烏審旗歷史文化源遠(yuǎn)流長(zhǎng)，“鄂爾多斯（河套）人”在這里繁衍生息，并孕育了舉世聞名的“薩拉烏蘇文化”，蒙古族的民族風(fēng)情與宗教祭祀禮儀在這里得到了比較好的傳承，是“獨(dú)貴龍”運(yùn)動(dòng)的策源地，也是內(nèi)蒙古最早的革命根據(jù)地和解放區(qū)之一。烏審旗目前的經(jīng)濟(jì)發(fā)展以資源型產(chǎn)業(yè)為主，政府對(duì)產(chǎn)業(yè)結(jié)構(gòu)的優(yōu)化調(diào)整為第三產(chǎn)業(yè)的發(fā)展帶來了春天，旅游業(yè)發(fā)展迅速。但由于自然、歷史等原因，烏審旗旅游發(fā)展的制約因素還有很多，造成旅游業(yè)對(duì)第三產(chǎn)業(yè)和國(guó)民經(jīng)濟(jì)發(fā)展的貢獻(xiàn)率還相對(duì)較小，旅游業(yè)開發(fā)還有極大的提升空間。近年來，烏審旗政府積極調(diào)整發(fā)展戰(zhàn)略，旅游業(yè)史無前例地與工業(yè)、農(nóng)牧業(yè)等傳統(tǒng)產(chǎn)業(yè)并駕齊驅(qū)被提上議事日程。因此，進(jìn)行相應(yīng)的旅游產(chǎn)業(yè)營(yíng)銷戰(zhàn)略研究也就變得更加迫在眉睫。 本文綜合運(yùn)用市場(chǎng)營(yíng)銷、戰(zhàn)略管理等專業(yè)知識(shí)，深入研究旅游產(chǎn)業(yè)營(yíng)銷戰(zhàn)略的相關(guān)理論，，在認(rèn)真分析烏審旗旅游資源現(xiàn)狀及旅游產(chǎn)業(yè)當(dāng)前發(fā)展所存在困難和問題的基礎(chǔ)上，結(jié)合先進(jìn)地區(qū)的發(fā)展經(jīng)驗(yàn)，制定烏審旗發(fā)展旅游產(chǎn)業(yè)的營(yíng)銷戰(zhàn)略，并提出具體的營(yíng)銷策略創(chuàng)新，以期為烏審旗旅游產(chǎn)業(yè)的發(fā)展提供參考，從而進(jìn)一步為當(dāng)?shù)禺a(chǎn)業(yè)結(jié)構(gòu)調(diào)整提供借鑒。
[Abstract]:Because of its high employment multiplier effect and economic multiplier effect, tourism industry has become the main driving force to promote the economic development of a country or region. With the deepening of the reform of national economic system, the development of tourism industry has become an important measure for governments at all levels to adjust their industrial structure. With the development of tourism market and competition, tourism marketing has become a realistic and important research field of tourism management. Should be concerned with the attention of scholars and stakeholders. Wushen Banner is located in the southwest of Ordos City, Inner Mongolia, located in the hinterland of Maowusu Desert, bordering Shaanxi Province, a big coal-producing province in the south, and Ningxia, a natural gas chemical industry base, in the west. Wushenqi is a rich area of natural resources, such as coal, natural gas, natural alkali and alpinite. In 2012, the gross domestic product of Wushenqi region reached 32.27 billion yuan, and the fiscal revenue was 3.001 billion yuan, and the economy developed rapidly. The history and culture of Wushen Banner have a long history. "Ordos (Hetao) people" multiply here and breed the world-famous "Saravusu Culture." the Mongolian ethnic customs and religious sacrificial rites have been better passed on here. It is the birthplace of the "solitary Dragon" movement, and one of the earliest revolutionary base areas and liberated areas in Inner Mongolia. At present, the economic development of Ushen Banner is mainly based on resource-based industry. The government's optimization and adjustment of industrial structure bring spring to the development of the tertiary industry, and the tourism industry develops rapidly. However, due to natural, historical and other reasons, there are still many constraints on the development of tourism in Wuheng Banner, resulting in a relatively small contribution rate of tourism to the tertiary industry and the development of the national economy, and there is great room for improvement in the development of tourism. In recent years, the government of Ushenqi has actively adjusted its development strategy, and the tourism industry has been put on the agenda as unprecedented as traditional industries such as industry, agriculture and animal husbandry. Therefore, the corresponding tourism industry marketing strategy research has become more urgent. Based on the analysis of the present situation of tourism resources and the difficulties and problems existing in the current development of the tourism industry, this paper makes a thorough study of the relevant theories of the tourism industry marketing strategy by using the specialized knowledge of marketing and strategic management, and analyzes the present situation of the tourism resources and the current development of the tourism industry. Combined with the development experience of the advanced regions, the paper formulates the marketing strategy of developing the tourism industry in Wushen Banner, and puts forward concrete marketing strategy innovation in order to provide reference for the development of the tourism industry in Wuheng Banner. Thus further for the local industrial structure adjustment to provide reference.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7

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