本文關(guān)鍵詞： 岱山湖 營(yíng)銷策略 湖泊型景區(qū) STP理論 SWOT理論　出處：《安徽大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的不斷發(fā)展和人們生活水平的日益提高,旅游已經(jīng)成為居民不可缺少的生活休閑方式之一。隨著旅游行業(yè)的不斷發(fā)展,行業(yè)內(nèi)的競(jìng)爭(zhēng)也日趨激烈,所以對(duì)旅游行業(yè)營(yíng)銷策略研究是旅游行業(yè)管理者必須進(jìn)行的工作。 本文主要對(duì)安徽岱山湖旅游景區(qū)進(jìn)行了旅游營(yíng)銷策略分析。安徽岱山湖旅游景區(qū)位于合肥郊區(qū),是合肥唯一的4A級(jí)湖泊型旅游景區(qū)。安徽岱山湖旅游景區(qū)擁有豐富的自然生態(tài)觀光資源和度假休閑的生態(tài)環(huán)境。安徽岱山湖景區(qū)自2002年開放以來,旅游景區(qū)不斷發(fā)展。在2009年后,經(jīng)過管理層的調(diào)整,岱山湖的經(jīng)營(yíng)狀況和發(fā)展面貌發(fā)生了重大的變化。在文中首先分析了湖泊型旅游景區(qū)的相關(guān)性研究和營(yíng)銷理論研究,給出了國(guó)內(nèi)知名湖泊型景區(qū)的發(fā)展特點(diǎn)和國(guó)外湖泊型旅游景區(qū)的發(fā)展概述。然后進(jìn)行了旅游營(yíng)銷理論的分析,運(yùn)用了STP理論、SWOT理論、4Ps與4Cs理論和定性與定量調(diào)研的方法。再結(jié)合岱山湖的宏觀和微觀的環(huán)境分析,岱山湖經(jīng)營(yíng)發(fā)展中出現(xiàn)的一些問題,運(yùn)用SWOT方法做出了客觀的分析。在安徽岱山旅游景區(qū)的營(yíng)銷策略制定中,文中主要在市場(chǎng)調(diào)研、目標(biāo)市場(chǎng)定位、產(chǎn)品方面、價(jià)格方面、渠道方面和推廣方面等進(jìn)行了具體的分析。后面作者主要描述了營(yíng)銷策略推廣后的效果和對(duì)于岱山湖營(yíng)銷的后續(xù)思考問題。最后分析了安徽岱山湖旅游營(yíng)銷對(duì)湖泊型旅游營(yíng)銷的啟迪作用以及論文的不足之處。
[Abstract]:With the development of our economy and the improvement of people's living standard, tourism has become one of the indispensable ways of life and leisure for the residents. With the continuous development of tourism industry, the competition in the industry is becoming more and more fierce. Therefore, the tourism industry marketing strategy research is the tourism industry managers must carry out the work. This paper mainly analyzes the tourism marketing strategy of Anhui Daishan Lake tourist area, which is located in the suburbs of Hefei. It is the only 4A class lake scenic spot in Hefei. Daishan Lake tourist area in Anhui Province has abundant natural ecological sightseeing resources and an ecological environment for vacation and leisure. Since its opening in 2002, the Daishan Lake scenic spot in Anhui Province has been open to the public since 2002. Since 2009, the management of Daishan Lake has changed greatly after the adjustment of management. In this paper, the relevance and marketing theory of lake scenic spots are analyzed. The development characteristics of famous lake scenic spots in China and the development of lake type tourist attractions abroad are given, and then the analysis of tourism marketing theory is carried out. In this paper, we apply the STP theory, 4Ps and 4Cs theories and qualitative and quantitative investigation methods, and combine with the macro and micro environmental analysis of Daishan Lake, some problems in the management and development of Daishan Lake are discussed. In the marketing strategy formulation of Daishan tourist area in Anhui Province, the paper mainly focuses on market research, target market positioning, product, price, etc. The author mainly describes the effect of marketing strategy after promotion and the following thinking about Daishan Lake marketing. Finally, the author analyzes the tourism marketing of Anhui Daishan Lake to Lake. The enlightening function of tourism marketing and the deficiency of the thesis.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F592.7

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