本文關(guān)鍵詞： 旅游 河西走廊 少數(shù)民族地區(qū) 國際營銷策略　出處：《蘭州財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)進(jìn)步和人們要求的提高,旅游活動(dòng)逐漸成為一種大眾性活動(dòng),變成日常生活中不可或缺的一部分。旅游需求的不斷變化使得旅游產(chǎn)品呈現(xiàn)多樣性和獨(dú)特性。少數(shù)民族地區(qū)由于擁有濃郁的民族特色旅游資源和豐富的旅游產(chǎn)品類型而日益受到消費(fèi)者的青睞,正逐步成為旅游發(fā)展的黃金地帶。河西走廊①地區(qū)位于甘肅的西北部,自古就是溝通西域的要道,是古絲綢之路的必經(jīng)之地。這里擁有豐富的自然旅游資源、獨(dú)具特色的人文旅游資源和包括天祝藏族、肅南裕固族、肅北蒙古族和阿克塞哈薩克族等少數(shù)民族在內(nèi)的淳樸濃郁的民族風(fēng)情旅游資源。河西走廊的少數(shù)民族地區(qū)如何利用這些旅游資源,抓住各種發(fā)展機(jī)遇,更好地發(fā)展本區(qū)的旅游業(yè)成為值得思考的問題。文章基于對以上問題的思考從國際營銷的角度進(jìn)行了研究。本文一共分為四篇。第一部分為基礎(chǔ)篇,包括一、二章。主要對選題背景、研究意義和研究文獻(xiàn)做相關(guān)介紹,并運(yùn)用規(guī)范分析法,對相關(guān)理論進(jìn)行梳理,為進(jìn)一步的研究夯實(shí)理論基礎(chǔ);第二部分為分析篇。第三章通過收集相關(guān)數(shù)據(jù)分析了河西走廊少數(shù)民族地區(qū)旅游產(chǎn)品的類型構(gòu)成及特點(diǎn)。第四章運(yùn)用SWOT分析法對該區(qū)開展國際營銷活動(dòng)的可行性進(jìn)行分析;第三部分為借鑒篇。以云南省和廣西壯族自治區(qū)為例,通過對他們的旅游產(chǎn)品開展國際營銷活動(dòng)的分析,總結(jié)其成功經(jīng)驗(yàn)并提煉出可借鑒的舉措;第四部分為結(jié)論篇。通過對現(xiàn)狀和可行性的分析結(jié)合其他地區(qū)經(jīng)驗(yàn)的借鑒,制定出適合河西走廊少數(shù)民族地區(qū)旅游產(chǎn)品的國際營銷策略。具體包括市場開拓策略,產(chǎn)品策略,間接渠道策略,促銷策略和有形展示策略。關(guān)于如何促進(jìn)河西走廊少數(shù)民族地區(qū)旅游業(yè)的發(fā)展問題,其解決思路不只一個(gè)方面,本文僅是針對其現(xiàn)有旅游產(chǎn)品從國際營銷的角度為其發(fā)展提供一個(gè)建議。
[Abstract]:With the development of society and the improvement of people's demands, tourism has gradually become a kind of popular activity. Become an integral part of daily life. The changing demand for tourism makes tourism products diversified and unique. Ethnic minority areas have strong national characteristics of tourism resources and rich tourism products. Type and increasingly favored by consumers. Hexi Corridor 1 is located in the northwest of Gansu Province, which is the main link between the West and the West, and is the only place for the ancient Silk Road. There are abundant natural tourism resources here. Unique cultural tourism resources and including Tianzhu Tibetan, Sunan Yugur. Subei Mongolian and Akse Kazakh ethnic minorities, including the simple and rich ethnic customs tourism resources. Hexi Corridor how to use these tourism resources, seize all kinds of development opportunities. Better development of tourism in this area has become a problem worth thinking about. Based on the thinking of the above issues, this article is studied from the perspective of international marketing. This paper is divided into four parts. The first part is the basis, including one. The second chapter mainly introduces the background, significance and research literature of the topic, and uses the normative analysis method to sort out the relevant theories, so as to lay a solid theoretical foundation for further research. Chapter three analyzes the types and characteristics of tourism products in minority areas of Hexi Corridor by collecting relevant data. Chapter 4th uses SWOT analysis to carry out international marketing activities in this area. Feasibility analysis; The third part takes Yunnan Province and Guangxi Zhuang Autonomous region as examples, through the analysis of their international marketing activities of tourism products, summarizes their successful experience and extracts the measures that can be used for reference; Part 4th is the conclusion part. Through the analysis of the present situation and feasibility, we can draw lessons from the experience of other regions. To formulate international marketing strategies for tourism products in minority areas of Hexi Corridor, including market development strategy, product strategy, indirect channel strategy. About how to promote the development of tourism in the minority areas of Hexi Corridor, there is more than one way to solve the problem. This paper only provides a suggestion for the development of tourism products from the angle of international marketing.
【學(xué)位授予單位】：蘭州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F592.6

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