本文關鍵詞： 鄭州市 親子旅游 親子游網(wǎng)絡營銷　出處：《廣西師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：2010年我國進行了第六次全國人口普查,根據(jù)普查的結(jié)果統(tǒng)計分析顯示,我國31個省(自治區(qū))、直轄市共有家庭40.1萬戶,家庭平均人口 3人,0-18歲人口比例約為25.8%,0-14歲人口數(shù)量達到3.7億人。因此,我國龐大的青少年人口基數(shù),為發(fā)展親子游產(chǎn)品提供了巨大的市場空間,大力發(fā)展親子游市場已經(jīng)成為了旅游行業(yè)的一致共識。2013年以來,帶薪休假制的推行,我國旅游產(chǎn)業(yè)迎來了快速發(fā)展的黃金機遇。隨著行業(yè)的不斷發(fā)展,旅游產(chǎn)業(yè)由過去的粗獷型市場發(fā)展逐步衍變成對細分市場的精耕細作,不斷深度挖掘消費者的旅游需求,涌現(xiàn)了一批細分市場的旅游產(chǎn)品如高考游、蜜月游、夕陽游、親子游等,親子游作為一個細分旅游市場的產(chǎn)品,還有巨大的市場潛力值得挖掘。當前,國內(nèi)外專家學者對“親子游”的研究,主要集中在親子游對家庭關系的和諧促進作用和對青少年身心成長的有益影響,研究方向從人文關懷和家庭傳承的角度出發(fā),從市場營銷的角度出發(fā)研究如何開發(fā)“親子游”市場的理論研究文獻并不多見,再細分到如何運用互聯(lián)網(wǎng)技術對“親子游”消費者精準實施網(wǎng)絡營銷的研究成果更為少見,而實際上,隨著傳統(tǒng)的旅游銷售渠道逐步被網(wǎng)絡化銷售渠道所取代,“親子游”產(chǎn)品同質(zhì)化越來越嚴重,市場競爭越來越依賴打價格戰(zhàn),這些問題的出現(xiàn),就需要站在市場營銷學的角度,在網(wǎng)絡信息化時代的背景下,對親子游的市場開發(fā)開展全面、深入的研究,這不僅是對“親子游”相關課題研究的豐富和補充,更能為相關企業(yè)開展好親子游產(chǎn)品的網(wǎng)絡營銷提供一定的理論參考。在實踐意義方面,對鄭州親子游產(chǎn)品網(wǎng)絡營銷問題及對策的研究將有利于鄭州親子游市場的不斷發(fā)展壯大;有助于探索鄭州親子游市場網(wǎng)絡營銷的成功模式;為其他省市開發(fā)親子游產(chǎn)品提供參考借鑒;有力促進鄭州旅游產(chǎn)業(yè)的轉(zhuǎn)型升級。
[Abstract]:In 2010, 6th national population censuses were conducted in China. According to the statistical analysis of the census results, there are 401,000 families in 31 provinces (autonomous regions and municipalities directly under the Central Government), with an average household population of 3 persons. The proportion of population aged 0-18 is about 25.80.The number of people aged 0-14 reaches 370 million. Therefore, the huge population base of adolescents in China provides a huge market space for the development of parent-child tourism products. Since 2013, with the implementation of paid leave system, China's tourism industry has ushered in a golden opportunity for rapid development. With the continuous development of the industry. Tourism industry from the past rough market development gradually evolved into a subdivision of the intensive cultivation of the market, and continue to dig into consumer demand for tourism, emerged a number of sub-market tourism products such as college entrance examination, honeymoon tour. Sunset tour, parent-child travel, as a subdivision of the tourism market products, there is a huge market potential to explore. At present, experts and scholars at home and abroad to "parent-child travel" research. It mainly focuses on the harmonious promotion of parent-child travel to the family relationship and the beneficial influence on the physical and mental growth of teenagers. The research direction is from the perspective of humanistic care and family inheritance. From the point of view of marketing, there are few theoretical studies on how to develop the "parent-child" market. Subdivided into how to use Internet technology to "parent-child travel" consumers accurate implementation of online marketing research results are more rare, but in fact, with the traditional tourism sales channels are gradually replaced by network sales channels. "Parent-child travel" product homogenization more and more serious, market competition more and more rely on the price war, these problems appear, need to stand in the perspective of marketing, in the context of the network information age. The comprehensive and in-depth research on the market development of parent-child tour is not only the enrichment and supplement to the research of parent-child tour. It can provide a certain theoretical reference for the related enterprises to carry out the network marketing of parent-child travel products. The research on the network marketing problems and countermeasures of Zhengzhou parent-child tour products will be beneficial to the development of Zhengzhou parent-child tour market. It is helpful to explore the successful marketing model of Zhengzhou parent-child travel market. For other provinces and cities to develop parent-child travel products to provide reference; To promote the transformation and upgrading of Zhengzhou tourism industry.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592.7;F724.6

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