本文選題：休閑觀光農(nóng)業(yè) + 觀光園��； 參考：《天津大學(xué)》2015年碩士論文

【摘要】：隨著天津城市經(jīng)濟(jì)的快速發(fā)展、城鄉(xiāng)一體化進(jìn)程的不斷加快、城市基礎(chǔ)設(shè)施的快速提升以及人民生活方式的逐步轉(zhuǎn)變,休閑觀光農(nóng)業(yè)迎來了重大發(fā)展機(jī)遇,具有巨大的市場潛力。目前天津休閑觀光農(nóng)業(yè)的發(fā)展模式呈現(xiàn)多種模式,其中主要模式包括以下幾個方面:休閑度假模式,主要是一些大企業(yè)投入;村落產(chǎn)業(yè)模式,主要是村莊集體投資或當(dāng)?shù)卣顿Y;觀光休閑模式,主要是村民合作社投入;家庭農(nóng)家樂模式,主要是農(nóng)戶投入;體驗(yàn)娛樂模式,主要是社會資本投入。但是與此同時(shí)天津休閑觀光農(nóng)業(yè)的發(fā)展卻存在著發(fā)展雷同、市場定位不明、資金投入不足、專業(yè)性人才缺乏、政策缺位、宣傳意識有待提高等問題,本文針對這些問題從產(chǎn)品、價(jià)格、渠道、促銷四個方面設(shè)計(jì)了相應(yīng)的營銷策略。在產(chǎn)品策略上,天津休閑觀光農(nóng)業(yè)應(yīng)該擴(kuò)展觀光園的產(chǎn)品組合,積極打造觀光園的優(yōu)勢產(chǎn)品;在價(jià)格策略上,天津休閑觀光農(nóng)業(yè)應(yīng)該根據(jù)不同的季節(jié)和不同的市場,開展分級定價(jià)、高位定價(jià);在渠道策略上,天津休閑觀光農(nóng)業(yè)可以積極開展網(wǎng)絡(luò)直銷與連鎖經(jīng)營;在促銷策略上,天津休閑觀光農(nóng)業(yè)應(yīng)該積極開展綠色促銷,聯(lián)合多方資源開展聯(lián)合促銷等。最后從企業(yè)管理的其他角度,本文進(jìn)一步提出天津休閑觀光農(nóng)業(yè)的服務(wù)管理工作必須標(biāo)準(zhǔn)化,提高從業(yè)人員素質(zhì)、積極爭取外部資源等保障措施。
[Abstract]:With the rapid development of Tianjin's urban economy, the accelerating process of urban-rural integration, the rapid upgrading of urban infrastructure and the gradual transformation of people's way of life, leisure and sightseeing agriculture has ushered in great opportunities for development. There is great market potential. At present, the development mode of Tianjin leisure and sightseeing agriculture presents a variety of models, among which the main models include the following aspects: leisure vacation mode, mainly some large enterprise investment; village industry model, It is mainly village collective investment or local government investment; sightseeing and leisure mode, mainly villager cooperative investment; family farm happy mode, mainly farmer household investment; experience recreation mode, mainly social capital investment. However, at the same time, the development of leisure and sightseeing agriculture in Tianjin has many problems, such as the same development, unclear market position, insufficient capital investment, lack of professional talents, lack of policy, awareness of propaganda and so on. Price, channel, promotion four aspects of the design of the corresponding marketing strategy. In terms of product strategy, Tianjin's leisure and sightseeing agriculture should expand its product mix and actively build its superior products. In terms of price strategy, Tianjin's leisure and sightseeing agriculture should be based on different seasons and different markets. In terms of channel strategy, Tianjin leisure and sightseeing agriculture can actively carry out direct marketing and chain operation on the network; in terms of promotion strategy, Tianjin leisure tourism agriculture should actively carry out green promotion. Joint multi-party resources to carry out joint promotion and so on. Finally, from other aspects of enterprise management, this paper further proposes that the service management of leisure and sightseeing agriculture in Tianjin must be standardized, improve the quality of employees, and actively strive for external resources and other safeguard measures.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F323.4

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