本文關(guān)鍵詞： 和道源 休閑農(nóng)業(yè) 環(huán)境 營銷　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國國民經(jīng)濟(jì)的發(fā)展和人民生活水平的提高,國內(nèi)旅游和普通民眾的休閑娛樂需求出現(xiàn)明顯的增長趨勢。這一改變給服務(wù)行業(yè)特別是休閑農(nóng)業(yè)的發(fā)展帶來了極大的機(jī)會,各種類型的休閑農(nóng)業(yè)企業(yè)在全國各地迅速發(fā)展,市場競爭異常激烈。面對國內(nèi)旅游的增長和國民休閑娛樂需求增加的市場機(jī)會與激烈的市場競爭,作為休閑農(nóng)業(yè)重要組成部分的中、小型休閑農(nóng)業(yè)企業(yè),如何有效利用這一機(jī)會,在激烈的市場競爭中立于不敗之地,成為企業(yè)市場營銷的一個重要研究課題。 本文對和道源生態(tài)酒店的市場營銷戰(zhàn)略問題進(jìn)行研究。從休閑農(nóng)業(yè)行業(yè)的特征和市場宏觀環(huán)境分析出發(fā),在分析和道源生態(tài)酒店的經(jīng)營現(xiàn)狀、存在問題和市場競爭環(huán)境狀況的基礎(chǔ)上,采用SWOT分析法分析了和道源生態(tài)酒店的優(yōu)勢、劣勢、機(jī)會、威脅,提出了和道源生態(tài)酒店的營銷戰(zhàn)略目標(biāo),并采用系統(tǒng)分析法,分析了實現(xiàn)該戰(zhàn)略目標(biāo)的措施組合,由此,提出了和道源生態(tài)酒店市場營銷戰(zhàn)略規(guī)劃,并對相應(yīng)戰(zhàn)略的實施策略和保障措施給出了建議。 本文以市場環(huán)境及市場需求為導(dǎo)向,結(jié)合和道源生態(tài)酒店的實際狀況與能力,探索了中、小型休閑農(nóng)業(yè)企業(yè)的市場營銷戰(zhàn)略與策略,對于我國中、小型休閑農(nóng)業(yè)企業(yè)的營銷戰(zhàn)略管理工作具有一定的借鑒作用。
[Abstract]:With the development of our national economy and the improvement of people's living standard. The domestic tourism and the ordinary people's leisure and entertainment demand appears the obvious growth trend, this change has brought the enormous opportunity to the service industry, especially the leisure agriculture development. Various types of leisure agricultural enterprises in the rapid development of the country, the market competition is extremely fierce. In the face of the growth of domestic tourism and the increasing demand for leisure and entertainment, the market opportunities and fierce market competition. As an important part of leisure agriculture, small leisure agricultural enterprises, how to effectively use this opportunity, in the fierce market competition in an invincible position, has become an important research topic of enterprise marketing. This paper studies the marketing strategy of Daoyuan Eco Hotel. Based on the analysis of the characteristics of leisure agriculture industry and market macro environment, this paper analyzes the current situation of Eco Hotel. On the basis of existing problems and market competitive environment, this paper analyzes the strengths, weaknesses, opportunities and threats of Eco Hotel by using SWOT analysis, and puts forward the marketing strategic objectives of Eco Hotel. The combination of measures to achieve the strategic goal is analyzed by using system analysis method, and the marketing strategy planning of Eco Hotel is put forward, and the corresponding strategies and guarantee measures are proposed. Based on the market environment and market demand, combined with the actual situation and capability of Eco Hotel, this paper explores the marketing strategies and strategies of small and medium-sized leisure agricultural enterprises in China. The marketing strategy management of small leisure agricultural enterprises has certain reference function.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F719

【參考文獻(xiàn)】

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1 程敘;雷q，

本文編號：1477500