【摘要】：隨著經濟水平的不斷提升以及人們消費水平的提高，更加注重個性化與定制化的主題旅游逐步興起。目前消費者對旅游產品的需求正在向著高層級發(fā)展，普遍追求一種有主題、更深層次旅游體驗。但是，目前大部分旅游公司仍然沒有注意到如今消費者心理的變化趨勢，開發(fā)的旅游產品單一，無法提供專門化的定制服務，這就導致了目前旅游市場上的個性化、主題化旅游產品較少，很難滿足消費者的需求。同時，主題旅游產品缺乏對市場需求數(shù)據(jù)的分析，無論是主題旅游產品的開發(fā)還是營銷策略都存在著很大的局限性。 基于上述情況，本研究以長春文化國際旅行社為基點來分析目前旅游業(yè)以及主題旅游產品的開發(fā)與銷售現(xiàn)狀，并且進一步探討美食主題旅游產品的市場機會。本研究首先簡要介紹了目前國內外關于旅游產品、主題旅游產品的概念、分類等一些相關理論與研究現(xiàn)狀。同時，簡單概述了目前關于主題旅游營銷策略的一些研究現(xiàn)狀與營銷理論，這些理論為本研究所探討的長春文化國際旅行社美食主題旅游產品的營銷策略提供了理論依據(jù)與借鑒。之后對我國的主題旅游產品市場進行了分析，，分別對我國旅游業(yè)市場的發(fā)展現(xiàn)狀、存在問題以及未來趨勢進行了分析，還借助調查問卷的數(shù)據(jù)對我國主題旅游產品市場的需求進行了分析，同時提出了我國主題旅游產品營銷策略的現(xiàn)狀與面臨的困境。接下來，本研究又進一步分析了長春文化國際旅行社美食主題旅游產品的營銷環(huán)境，闡述了長春文化國際旅行社的發(fā)展概況，對長春文化國際旅行社發(fā)展的內外部環(huán)境進行了概述，并結合自身的發(fā)展優(yōu)劣勢對其開發(fā)美食主題旅游產品進行了SWOT矩陣分析。 最后，根據(jù)SWOT分析結果以及問卷調研數(shù)據(jù)，對長春文化國際旅行社開發(fā)美食主題旅游產品進行了市場細分，為其確定了目標市場并進行市場定位。此外，本研究還分別從產品策略、定價策略、渠道策略以及促銷策略四個方面結合主題旅游產品的定制化特點分別進行了分析，為長春文化國際旅行社進行美食主題旅游產品營銷提供了借鑒。 通過分析研究不難得出結論，主題旅游市場存在著巨大的市場機會與發(fā)展空間，其中美食主題旅游產品的市場前景更是十分廣闊。但是由于主題旅游產品的開發(fā)缺乏規(guī)范化管理，并且其營銷策略也缺乏成熟的理論指導。目前大部分主題旅游產品的營銷是簡單的運用傳統(tǒng)的促銷手段達到宣傳的目的，因此主題旅游產品以及美食主題旅游產品的未來營銷策略亟待改進。 總之，在主題旅游業(yè)競爭日益激烈的今天，旅游企業(yè)要想占有一席之地，就必須改進主題旅游產品的營銷策略，真正的運用好定制化營銷在主題旅游產品以及美食主題旅游產品中的應用。本論文的研究既為長春文化國際旅行社開發(fā)美食主題旅游產品提供了一定的市場信息以及營銷策略建議，同時為整個主題旅游行業(yè)的營銷策略創(chuàng)新與改進提供了理論借鑒。
[Abstract]:With the continuous improvement of the economic level and the improvement of people's consumption level, the theme tourism, which is more focused on the individuation and customization, is gradually rising. At present, the demand of the consumer to the tourism product is developing towards the high-level level, and a theme and a deeper tourism experience are generally pursued. However, most of the tourism companies still haven't noticed the changing trend of the consumer's psychology nowadays, the development of the tourism products is single, the specialized customization service can not be provided, which leads to the individuation in the current tourism market, and the theme-oriented tourism products are less, it is difficult to satisfy the consumer's needs. At the same time, the subject tourism product lacks the analysis of the market demand data, whether the development of the subject tourism product or the marketing strategy has a great limitation. Based on the above, the present study is based on the Changchun Culture International Travel Service to analyze the current situation of the development and sales of the tourism and the theme tourism products, and to further explore the market of the food-themed tourism products. The first part of this study is to briefly introduce some relevant theories and research about the concept and classification of tourism products, theme and tourism products at home and abroad. At the same time, the present situation and the marketing theory of some research on the theme tourism marketing strategy are briefly introduced, which provide the theoretical basis for the marketing strategy of the tourism product of the international travel agency of Changchun, which is discussed by the Institute. This paper analyzes the present situation, problems and future trends of our country's tourism market, and analyses the demand of the Chinese theme tourism product market by means of the data of the questionnaire. At the same time, the present situation and the face of the marketing strategy of Chinese theme tourism products are put forward. Then, this study further analyzes the marketing environment of the tourism products of the international travel agency of Changchun, and expounds the development of the international travel agency of Changchun, and the internal and external environment of the development of the international travel agency of Changchun. In this paper, the SWOT matrix of the development of the food-themed tourism products is made based on the development and disadvantage. Finally, according to the results of the SWOT analysis and the survey data of the questionnaire, the market segment of the food-themed tourism products developed by the International Travel Agency of Changchun is divided into the target market and the target market. In addition, the study also analyzes the customized characteristics of the theme tourism products from the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy, respectively, and provides the tourism product marketing for the food of Changchun Culture International Travel Service. This paper provides a reference for reference. It is not difficult to draw a conclusion through the analysis and research that there is a great market opportunity and development space in the subject tourism market, in which the market of the food-themed tourism products The prospect is very broad, but the development of the subject tourism product lacks the standardized management, and its marketing strategy is also short At present, the marketing of most of the theme tourism products is to use the traditional promotion means to reach the purpose of propaganda, so the theme tourism products and the future of the food-themed tourism products The marketing strategies need to be improved. In general, in the event that the competition of the subject tourism is becoming more and more intense, the tourism enterprises should improve the marketing strategy of the subject tourism products, and the real use of the customized marketing in the subject tourism products and the beauty The research of this paper has provided some market information and marketing strategy suggestions for the development of the food-themed tourism products of Changchun Culture International Travel Service, and also created the marketing strategy for the whole theme tourism industry.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F592.6

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