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  本文關(guān)鍵詞：常寧市旅游市場定位及營銷策略研究　出處：《南華大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 常寧旅游 SWOT分析 市場定位 營銷戰(zhàn)略

【摘要】：隨著我國全面建設(shè)小康社會不斷推進(jìn)和中國經(jīng)濟(jì)的持續(xù)快速增長，中國旅游業(yè)發(fā)展面臨重大機(jī)遇。2009年，國家出臺的第41號文件——《國務(wù)院關(guān)于加快旅游業(yè)發(fā)展的意見》，首次提出“把旅游業(yè)培育成國民經(jīng)濟(jì)的戰(zhàn)略性支柱產(chǎn)業(yè)和人民群眾更加滿意的現(xiàn)代服務(wù)業(yè)”，將旅游業(yè)全面融入國家戰(zhàn)略體系，實現(xiàn)了旅游產(chǎn)業(yè)定位的歷史性突破。 2011年，我國人均GDP已超過5000美元。在人們的消費結(jié)構(gòu)中，已逐漸呈現(xiàn)出對旅游產(chǎn)品需求的上升趨勢。旅游業(yè)被稱為朝陽產(chǎn)業(yè)、環(huán)保型產(chǎn)業(yè)，因此越來越受到各級政府的重視。常寧市作為衡陽的縣級市，地形地貌奇特、風(fēng)光秀麗迷人、民俗風(fēng)情濃郁、蘊藏著豐富的旅游資源。然而，由于政府缺乏對旅游營銷的重視和分析，常寧市旅游卻是“養(yǎng)在深閨人未識”，旅游業(yè)的發(fā)展情況并不樂觀。 本論文以常寧市旅游市場定位及旅游市場營銷策略研究為研究內(nèi)容，在對常寧市的基本概況、常寧市的豐富旅游資源及旅游市場相關(guān)情況與開發(fā)條件進(jìn)行詳細(xì)分析的基礎(chǔ)上，提出常寧市的旅游發(fā)展定位與發(fā)展目標(biāo)，進(jìn)而運用營銷組合理論，針對常寧市旅游市場營銷策略進(jìn)行了具體而深入的探討。 本論文的研究主要基于以下學(xué)說和理論：旅游資源開發(fā)理論、旅游市場分析理論和旅游營銷組合理論，采用的研究方法有：調(diào)查法、文獻(xiàn)研究法、定量分析法、定性分析法和系統(tǒng)科學(xué)方法。 論文的設(shè)計依照“提出問題—分析問題—解決問題”這一思路，首先提出問題，即衡陽常寧市應(yīng)怎樣進(jìn)行旅游市場營銷，，積極爭奪目標(biāo)客源市場？然后深入探討常寧市的旅游資源具有哪些特色，與周邊地區(qū)的旅游資源相比，鮮明的差異性在哪里，以及常寧市的旅游市場定位與旅游開發(fā)條件的SWOT分析。最后在確立常寧市旅游發(fā)展定位與發(fā)展目標(biāo)的前提下，從產(chǎn)品、價格、渠道與促銷四個方面，對于常寧市的旅游營銷策略進(jìn)行重點剖析，提出了一系列富于創(chuàng)意并切實可行的具體方案。 通過上述分析，對常寧市旅游市場的市場總體定位是：湘江文化休閑旅游目的地，主題定位是國家文化遺產(chǎn)、湘南休閑勝地，形象定位是湘南休閑，常寧獨好。
[Abstract]:With the sustained and rapid growth of China's comprehensive construction of a well-off society and constantly promote the economic development of China, China tourism industry faces major opportunities for.2009 years, state issued document No. forty-first: opinions on accelerating the development of tourism in the State Council, first proposed to cultivate tourism as a strategic pillar industry of the national economy and the people more satisfied the modern service industry, the tourism industry will be fully integrated into the national strategy system, to achieve a historic breakthrough in the tourism industry positioning.
In 2011, China's per capita GDP has exceeded 5000 US dollars. In people's consumption structure, has been showing a rising trend of demand for tourism products. Tourism is known as the sunrise industry, environmental protection industry, so more and more attention at all levels of government. In Changning City as a county-level city of Hengyang topography peculiar scenery. Beautiful and charming, rich folk customs, rich in tourism resources. However, due to the importance and the analysis of the lack of government tourism marketing, Changning City tourism is kept in purdah did not know, the development of the tourism industry is not optimistic.
Study on Changning City tourism market positioning and marketing strategy of the tourism market as the research content, the basic situation of Changning, based on detailed analysis of abundant tourism resources and tourism market situation and development conditions of Changning City, tourism development orientation and development goals of Changning City, and the use of marketing mix theory for, Changning city tourism marketing strategies are discussed in-depth.
The research of this paper is based on the following theories and theories: tourism resources development theory, tourism market analysis theory and tourism marketing mix theory. The research methods adopted include: survey method, literature research method, quantitative analysis method, qualitative analysis method and system science method.
The design in accordance with the "questions analysis question - the ideas to solve the problem, the first question, namely Hengyang Changning about the conduct of tourism marketing, actively compete for the target market? Then deeply discuss Changning City tourism resources which have characteristics, compared with the surrounding areas of tourism resources, the difference in distinct where, SWOT analysis and tourism market positioning in Changning City and tourism development conditions. Finally established in the premise of tourism development orientation and development goals of Changning, from product, price, channel and promotion four aspects, the tourism marketing strategy of Changning City key analysis, put forward a series of specific programs and creative feasible.
Through the above analysis, the overall market positioning of Changning City Tourism Market: Xiangjiang cultural tourism destination, theme positioning is the national cultural heritage, Hunan Leisure Resort, image positioning is Hunan Leisure, Changning alone.

【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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本文編號：1408695