【摘要】：隨著國民經(jīng)濟的快速發(fā)展,旅游業(yè)也得到了巨大的發(fā)展,旅游人數(shù)迅速增加,隨之而來的旅游收入也增長迅速,旅游業(yè)已成為我國發(fā)展最快、最具活力的新興產(chǎn)業(yè)和經(jīng)濟增長點之一。作為旅游營銷中的新理論,旅游目的地營銷是整合旅游地區(qū)所有與旅游相關的企業(yè)、組織、景點進行“打包”營銷。今后旅游目的地營銷的重點是把營銷理結合旅游地區(qū)實際情況來開展。S旅游度假區(qū)是一個以政府來主導經(jīng)營的旅游企業(yè),面臨著市場化企業(yè)‘經(jīng)濟利益”與政策型企業(yè)“社會責任”的雙重發(fā)展任務,作為以紅色旅游為主的度假區(qū),其旅游業(yè)的發(fā)展面臨著諸多的機遇和挑戰(zhàn),需要科學有效的營銷對策進行指導。本文主要是運用SWOT分析法對S旅游度假區(qū)的營銷現(xiàn)狀及其環(huán)境進行分析,找出S旅游度假區(qū)目前存在的優(yōu)勢、劣勢、機遇與挑戰(zhàn),然后在這個基礎上,使用STP戰(zhàn)略理論對S旅游度假區(qū)進行市場細分、目標市場的選擇及市場定位。結論認為,在成功創(chuàng)建國家AAAAA級旅游景區(qū)后,通過3-5年的時間,以國際化標準強化旅游區(qū)特色主題,在完善旅游區(qū)旅游度假服務設施的基礎上,不斷提升旅游區(qū)旅游服務品質,最終把S旅游度假區(qū)建設成為國際上有影響、國內一流的江南休閑度假旅游區(qū)。
[Abstract]:With the rapid development of the national economy, the tourism industry has also got a huge development, the number of tourism has increased rapidly, and the accompanying tourism income has also increased rapidly. Tourism has become the fastest developing country in China. One of the most dynamic emerging industries and economic growth. As a new theory in tourism marketing, tourism destination marketing is the integration of all tourism-related enterprises, organizations and scenic spots to "package" marketing. In the future, the key point of tourism destination marketing is to combine the marketing theory with the actual situation in the tourist region to develop .S tourist resort, which is a tourism enterprise with the government to lead the operation. Faced with the dual development task of market-oriented enterprises' economic interests' and policy-oriented enterprises' social responsibility, as a resort area dominated by red tourism, the development of its tourism industry faces many opportunities and challenges. Need scientific and effective marketing countermeasures to guide. This paper mainly uses SWOT analysis method to analyze the marketing situation and environment of S tourist resort, find out the strengths, weaknesses, opportunities and challenges of S tourist resort, and then on this basis, Using STP strategy theory, the market segmentation, target market selection and market positioning of S tourist resort are carried out. The conclusion is that after the successful establishment of the national AAAAA grade tourist attractions, through 3-5 years' time, the characteristic themes of the tourist areas should be strengthened according to the international standards, and on the basis of perfecting the tourist vacation service facilities in the tourist areas, the quality of tourism services in the tourist areas will be continuously improved. Finally, S tourist resort will be built into an internationally influential, domestic first-class Jiangnan leisure resort.
【學位授予單位】：南京理工大學
【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：2226963