本文選題：上海市 + 鄉(xiāng)村旅游�。� 參考：《華東師范大學(xué)》2009年碩士論文

【摘要】： 隨著工業(yè)化和城市化進(jìn)程的加快,鄉(xiāng)村旅游應(yīng)運(yùn)產(chǎn)生并快速發(fā)展。20世紀(jì)80年代后期,鄉(xiāng)村旅游在我國快速發(fā)展。尤其是國家旅游局確定2006年全國旅游宣傳主題為“2006中國鄉(xiāng)村游”和2007年為“中國城鄉(xiāng)和諧游”,鄉(xiāng)村旅游的發(fā)展已受到國家的高度重視,也給鄉(xiāng)村旅游的發(fā)展提供了好的發(fā)展契機(jī)。 近年來鄉(xiāng)村旅游在上海郊區(qū)縣也是遍地開花,鄉(xiāng)村旅游地之間的競爭也越來越激烈。鄉(xiāng)村旅游業(yè)的大發(fā)展對鄉(xiāng)村旅游管理與運(yùn)作也提出了更高的要求,但上海市鄉(xiāng)村旅游在發(fā)展的過程中存在產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重、品牌意識(shí)缺乏、品牌營銷實(shí)施主體不明確、市場競爭混亂、品牌營銷觀念落后、促銷手段單一等方面的問題。因此,品牌營銷在鄉(xiāng)村旅游業(yè)營銷中作用舉足輕重,鄉(xiāng)村旅游地品牌營銷實(shí)施顯得迫切重要。 本文通過閱讀大量的文獻(xiàn)資料,在借鑒其他產(chǎn)品品牌營銷的經(jīng)驗(yàn)基礎(chǔ)上對上海市鄉(xiāng)村旅游品牌營銷進(jìn)行了分析;并利用實(shí)證分析法對前衛(wèi)村和法國鄉(xiāng)村旅游品牌營銷進(jìn)行了分析,借鑒其成功經(jīng)驗(yàn)對上海市鄉(xiāng)村旅游品牌營銷提出針對性的建議和對策。全文內(nèi)容如下: 第一章闡述品牌、品牌營銷和鄉(xiāng)村旅游的基本概念和一般理論,介紹了國內(nèi)外的最新進(jìn)展?fàn)顩r。第二章分析了上海市鄉(xiāng)村旅游的現(xiàn)狀和上海市鄉(xiāng)村旅游目前處于的階段,并診斷出了現(xiàn)階段上海市鄉(xiāng)村旅游品牌營銷存在的問題。第三章針對品牌營銷的戰(zhàn)略框架進(jìn)行詳細(xì)的闡述,提出了鄉(xiāng)村旅游品牌營銷每一步應(yīng)注意的問題,重點(diǎn)分析了上海市鄉(xiāng)村旅游品牌營銷的定位和細(xì)分市場選擇、鄉(xiāng)村旅游產(chǎn)品的設(shè)計(jì)、鄉(xiāng)村旅游品牌的傳播與傳播營銷手段以及鄉(xiāng)村旅游品牌管理等方面;對前衛(wèi)村和法國鄉(xiāng)村旅游品牌營銷進(jìn)行了分析,根據(jù)其成功經(jīng)驗(yàn)得出了對上海市鄉(xiāng)村旅游發(fā)展的啟示。第四章根據(jù)上海市鄉(xiāng)村旅游品牌營銷存在的問題,借鑒其它行業(yè)品牌營銷的經(jīng)驗(yàn),針對鄉(xiāng)村旅游的特點(diǎn)運(yùn)用相關(guān)理論對上海市村旅游品牌營銷的定位和目標(biāo)市場分析、傳播、管理提出了針對性的對策和建議。
[Abstract]:With the acceleration of industrialization and urbanization, rural tourism has developed rapidly in China in the late 1980s. In particular, the National Tourism Administration has decided that the theme of national tourism publicity in 2006 is "2006 China Rural Tour" and "China Urban-Rural harmonious Tour" in 2007. The development of rural tourism has been attached great importance to by the state. It also provides a good opportunity for the development of rural tourism. In recent years, rural tourism has blossomed everywhere in suburban counties of Shanghai, and the competition between rural tourist destinations is becoming more and more fierce. The great development of rural tourism also puts forward higher requirements for the management and operation of rural tourism. However, in the process of development of rural tourism in Shanghai, the phenomenon of product homogeneity is serious, the brand awareness is lacking, and the main body of brand marketing is not clear. Market competition confusion, brand marketing concept backward, promotion means single and other aspects of the problem. Therefore, brand marketing plays an important role in rural tourism marketing. By reading a lot of literature, this paper analyzes the brand marketing of rural tourism in Shanghai based on the experience of other brand marketing. The paper also analyzes the brand marketing of vanguard villages and French rural tourism by using the empirical analysis method, and puts forward some suggestions and countermeasures for the rural tourism brand marketing in Shanghai based on its successful experience. The text reads as follows: The first chapter describes the basic concepts and general theories of brand, brand marketing and rural tourism, and introduces the latest progress at home and abroad. The second chapter analyzes the current situation of rural tourism in Shanghai and the current stage of rural tourism in Shanghai, and diagnoses the problems existing in brand marketing of rural tourism in Shanghai at this stage. The third chapter elaborates the strategic framework of brand marketing in detail, puts forward the problems that should be paid attention to in every step of rural tourism brand marketing, and focuses on the analysis of the positioning and market segmentation of rural tourism brand marketing in Shanghai. The design of rural tourism products, the dissemination and marketing means of rural tourism brand, and the management of rural tourism brand, etc., the analysis of vanguard village and French rural tourism brand marketing, According to its successful experience, the enlightenment to the development of rural tourism in Shanghai is obtained. According to the problems existing in the brand marketing of rural tourism in Shanghai, the fourth chapter uses the experience of brand marketing of other industries for reference, and applies relevant theories to analyze and spread the positioning and target market of the brand marketing of village tourism in Shanghai, aiming at the characteristics of rural tourism. The management puts forward some countermeasures and suggestions.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592.7

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 趙娜娜;;簡述旅游品牌營銷的對策[J];經(jīng)濟(jì)師;2013年11期

相關(guān)碩士學(xué)位論文 前3條

1 鞠明暉;上海鄉(xiāng)村旅游節(jié)慶活動(dòng)研究[D];華東師范大學(xué);2011年

2 劉新貴;懷化市中小物流企業(yè)發(fā)展戰(zhàn)略研究[D];中南林業(yè)科技大學(xué);2012年

3 張明明;蘇錫常地區(qū)鄉(xiāng)村旅游目的地品牌建設(shè)研究[D];南京師范大學(xué);2013年

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本文編號：1960863