本文選題：旅游景區(qū)　切入點(diǎn)：營銷渠道　出處：《南昌大學(xué)》2013年碩士論文

【摘要】：我國旅游景區(qū)由外事接待、“無為而治”的時(shí)代已進(jìn)入到群雄并起,白熱競爭的新時(shí)期。其中,作為營銷“4P”中重要“1P”的旅游景區(qū)營銷渠道越來越受到業(yè)界和學(xué)者的關(guān)注和研究。本文試圖吸取近年來關(guān)于旅游景區(qū)營銷渠道建設(shè)與管理方面的成功經(jīng)驗(yàn)和研究成果,分析當(dāng)前我國旅游景區(qū)營銷渠道存在的問題和類型,并以宜春明月山風(fēng)景區(qū)為例,對旅游景區(qū)營銷渠道進(jìn)行歸納總結(jié)和管理優(yōu)化,力求實(shí)現(xiàn)旅游景區(qū)營銷渠道建設(shè)的系統(tǒng)性、多元性、創(chuàng)新性、前瞻性和實(shí)戰(zhàn)性。 本文以市場營銷理論、營銷渠道理論、旅游市場營銷為理論基礎(chǔ),從明月山旅游景區(qū)的渠道現(xiàn)狀分析入手,通過實(shí)地的調(diào)查與專業(yè)的研究,分析了明月山旅游景區(qū)營銷渠道的特點(diǎn),同時(shí)從優(yōu)勢、劣勢、機(jī)會(huì)及威脅四個(gè)方面對宜春明月山風(fēng)景區(qū)的營銷渠道進(jìn)行了評價(jià),指出宜春明月山風(fēng)景區(qū)營銷渠道存在的主要問題,最后還針對營銷渠道未來建設(shè)提出了合理化建議。
[Abstract]:Our country's tourist attractions are received by foreign affairs. The era of "doing nothing and governing" has entered a new era in which the masses are in harmony and the competition is hot. Among them, As an important "1P" in the marketing "4p", the marketing channel of tourist attractions has been paid more and more attention and research by the industry and scholars. This paper attempts to draw on the successful experience and research results of the construction and management of the marketing channels of tourist spots in recent years. This paper analyzes the existing problems and types of marketing channels in scenic spots in our country, and takes Mingyue Mountain scenic spot in Yichun as an example to sum up and optimize the marketing channels of tourist spots in order to realize the systematic construction of marketing channels in tourist spots. Pluralistic, innovative, forward-looking and practical. Based on the marketing theory, marketing channel theory and tourism marketing theory, this paper starts with the analysis of the current situation of the channel in Mingyue Mountain tourist area, and through the field investigation and professional research, This paper analyzes the characteristics of the marketing channel of the Mingyue Mountain tourist area, and evaluates the marketing channel of the Mingyue Mountain Scenic spot in Yichun from the aspects of advantages, disadvantages, opportunities and threats. This paper points out the main problems existing in the marketing channel of Yichun Mingyue Mountain Scenic spot, and finally puts forward some reasonable suggestions for the future construction of the marketing channel.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F592.7

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