本文選題：四川TS文旅集團(tuán)　切入點(diǎn)：佛教文化　出處：《四川師范大學(xué)》2015年碩士論文

【摘要】：隨著改革開放的不斷推進(jìn),我國(guó)的綜合實(shí)力大幅提升,旅游業(yè)正處在一個(gè)蓬勃發(fā)展的時(shí)期,人們對(duì)旅游的訴求達(dá)到了空前的高度。在這樣的大環(huán)境下,旅游業(yè)已經(jīng)成為各地政府、企業(yè)投資建設(shè)的重要領(lǐng)域。四川TS文旅集團(tuán)正是在此背景下成立的一個(gè)地方性國(guó)有獨(dú)資旅游開發(fā)企業(yè)。該企業(yè)成立于2008年10月,整合了遂寧市城區(qū)范圍內(nèi)最重要的旅游資源,主要目標(biāo)是將遂寧市打造成中國(guó)西南地區(qū)知名的旅游度假目的地。在市場(chǎng)經(jīng)濟(jì)的作用下,全國(guó)各地各類景區(qū)充分利用市場(chǎng)原則,對(duì)各自的產(chǎn)品加強(qiáng)包裝宣傳,手段方法層出不窮,無所不用其極。作為一個(gè)新興的以佛教文化資源為核心的景區(qū)如何能夠在競(jìng)爭(zhēng)激烈的市場(chǎng)上抓住轉(zhuǎn)眼即逝的機(jī)會(huì),站穩(wěn)腳跟,穩(wěn)步發(fā)展,是一個(gè)非常重要的命題。因此,論文選題具有重要意義。筆者在該企業(yè)任職多年,輪換多個(gè)崗位,對(duì)企業(yè)運(yùn)營(yíng)情況較為清楚。通過各項(xiàng)數(shù)據(jù)的分析,發(fā)現(xiàn)在運(yùn)營(yíng)過程中企業(yè)的市場(chǎng)營(yíng)銷功能沒有充分發(fā)揮。本文試圖通過對(duì)企業(yè)自身資源分析、問卷調(diào)查、客源市場(chǎng)分析、游客特征分析等手段,充分了解目標(biāo)市場(chǎng)的行為特征,并運(yùn)用SWOT態(tài)勢(shì)分析法,明確自身的優(yōu)劣勢(shì),對(duì)自身進(jìn)行準(zhǔn)確定位,從而制定出相應(yīng)的市場(chǎng)營(yíng)銷策略,以營(yíng)銷為龍頭為企業(yè)的運(yùn)營(yíng)發(fā)展梳理出明確的線路。同時(shí)也希望通過本文的研究,對(duì)同類型的企業(yè)、景區(qū)的運(yùn)營(yíng)具有一定的借鑒意義。
[Abstract]:With the continuous promotion of reform and opening up, the comprehensive strength of our country has been greatly enhanced, and the tourism industry is in a period of vigorous development, and people's demands on tourism have reached an unprecedented height. Tourism has become an important area of investment and construction for local governments and enterprises. Sichuan TS Tours Group established a local state-owned tourism development enterprise in this context. The enterprise was established in October 2008. It has integrated the most important tourist resources in the urban area of Suining, with the main goal of turning Suining into a famous tourist resort destination in southwest China. Under the influence of the market economy, all kinds of scenic spots throughout the country make full use of market principles. To strengthen packaging publicity for their respective products, the means and methods emerge in endlessly, without any means. As a newly emerging scenic spot with Buddhist cultural resources as its core, how can the scenic spots, as a new type of scenic spot with Buddhist cultural resources as the core, seize the opportunity of passing in an instant and stand firm in a competitive market? Steady development, is a very important proposition. Therefore, the thesis topic is of great significance. The author has worked in the enterprise for many years, rotates many posts, and has a clear understanding of the operation of the enterprise. Through the analysis of various data, It is found that the marketing function of the enterprise is not fully developed in the course of operation. This paper attempts to fully understand the behavioral characteristics of the target market through the analysis of the enterprise's own resources, questionnaires, tourist market analysis, tourist characteristics, etc. And using the SWOT situation analysis method, the advantages and disadvantages of their own advantages and disadvantages are defined, and the accurate positioning of their own, so as to formulate the corresponding marketing strategy. At the same time, it is hoped that through the research of this paper, it will have some reference significance for the operation of the same type of enterprises and scenic spots.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F592.6

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本文編號(hào)：1669700