本文選題：沈陽及周邊地區(qū)　切入點：旅游　出處：《武漢工程大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著社會的發(fā)展和人民生活水平的提高，人們對生活質(zhì)量的要求越來越高，不僅要求物質(zhì)的豐裕，還追求精神層面的滿足。外出旅游逐漸成為大部分人的選擇，促使旅游業(yè)的發(fā)展取得了輝煌的成就。旅游業(yè)是第三產(chǎn)業(yè)的重要組成部分，具有投資小、見效快、無污染等眾多優(yōu)點。隨著旅游業(yè)的發(fā)展，旅游營銷也逐漸受到人們的關注，全國各地的旅游景點積極的推出各種市場營銷策略，發(fā)展旅游行業(yè)。為了在爭奪客源市場的激烈競爭中占據(jù)優(yōu)勢地位，各個旅游景點必須進行準確定位，確定旅游資源優(yōu)勢，在此基礎上合理的進行資源整合，科學的進行營銷策略規(guī)劃，掌握旅游市場的經(jīng)濟發(fā)展規(guī)律。因此，對城市旅游營銷策略的研究具有十分重要的意義。 位于我國東北的沈陽地區(qū)擁有豐富的旅游資源，冬季多冰雪，夏季氣候涼爽宜人，還擁有具有濃厚滿族特色的皇家建筑群等旅游景點。但目前景區(qū)內(nèi)許多旅游產(chǎn)品開發(fā)層次不高，營銷手段和方法都不到位，制約著該地區(qū)的發(fā)展。本文在理論探索和實證研究的基礎上，合理運用旅游經(jīng)濟學、資源經(jīng)濟學、城市經(jīng)濟學和市場營銷學的相關知識，對沈陽及周邊地區(qū)特色旅游景點進行詳細的介紹，并對其營銷現(xiàn)狀和營銷環(huán)境進行分析，并在綜合分析的基礎上對沈陽及其周邊地區(qū)進行市場細分、目標市場選擇和準確的市場定位；然后根據(jù)本地區(qū)旅游經(jīng)濟的實際情況，，從產(chǎn)品、價格、銷售渠道和促銷策略等方面提出具體的旅游資源營銷策略。本文對沈陽及其周邊地區(qū)的旅游營銷方案的研究是對旅游營銷理論的豐富和充實，是資源整合理論在旅游營銷中的應用探索，對沈陽旅游營銷策劃有一定的參考作用，在促進沈陽地區(qū)高效運用旅游資源提高景區(qū)效益的同時，對其他旅游景點的營銷策略研究也有一定的借鑒意義，希望能夠達到促進中國旅游業(yè)又好又快發(fā)展的目的。
[Abstract]:With the development of society and the improvement of people's living standard, people's demand for the quality of life is higher and higher, not only for material abundance, but also for spiritual satisfaction. Traveling has gradually become the choice of most people. Tourism is an important part of the tertiary industry, which has many advantages, such as small investment, quick effect, no pollution and so on. With the development of tourism, tourism marketing has gradually attracted people's attention. Tourist attractions throughout the country actively launch various marketing strategies to develop the tourism industry. In order to occupy an advantageous position in the fierce competition for the source market, each tourist attraction must be accurately positioned to determine the advantages of tourism resources. On this basis, the rational integration of resources, the scientific planning of marketing strategies, the understanding of the economic development law of the tourism market, therefore, the study of urban tourism marketing strategy has a very important significance. Shenyang, located in northeast China, is rich in tourism resources, snowy in winter and cool in summer. It also has many tourist attractions such as the Royal buildings complex with strong Manchu characteristics. However, at present, many tourist products in the scenic areas are not at a high level of development and marketing methods and methods are not in place. On the basis of theoretical exploration and empirical research, this paper makes rational use of the relevant knowledge of tourism economics, resource economics, urban economics and marketing. This paper introduces the characteristic tourist attractions of Shenyang and its surrounding areas in detail, analyzes its marketing status and marketing environment, and segments the market of Shenyang and its surrounding areas on the basis of comprehensive analysis. Target market selection and accurate market positioning; then according to the actual conditions of the local tourism economy, from the products, prices, In this paper, the research on the tourism marketing scheme in Shenyang and its surrounding areas is a rich and substantial study of tourism marketing theory. It is the application of the theory of resources integration in tourism marketing, which has a certain reference role for Shenyang tourism marketing planning, while promoting the efficient use of tourism resources in Shenyang area to improve the efficiency of scenic spots. It also has certain reference significance to the marketing strategy research of other tourist attractions, hoping to achieve the purpose of promoting Chinese tourism to develop well and quickly.
【學位授予單位】：武漢工程大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

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