本文選題：云臺山景區(qū)　切入點(diǎn)：整體營銷　出處：《鄭州大學(xué)》2012年碩士論文

【摘要】：河南焦作修武縣云臺山風(fēng)景區(qū)經(jīng)過十二年的發(fā)展,已經(jīng)從一個名不見經(jīng)傳的省內(nèi)景區(qū),發(fā)展成為一個世界知名的國際性景區(qū)。而焦作云臺山景區(qū)的發(fā)展,可以說是中國旅游業(yè)發(fā)展的一個縮影。截止目前,云臺山景區(qū)已經(jīng)獲得世界地質(zhì)公園、國家重點(diǎn)風(fēng)景名勝區(qū)、國家5A級景區(qū)、國家文明風(fēng)景旅游區(qū)、國家森林公園、國家水利風(fēng)景名勝區(qū)、國家獼猴自然保護(hù)區(qū)等眾多榮譽(yù)稱號。這些榮譽(yù)稱號的獲得,一方面是我國旅游業(yè)的發(fā)展,給云臺山景區(qū)的發(fā)展提供了良好的機(jī)會；另一方面,也和云臺山景區(qū)軟硬件建設(shè)的加快、景區(qū)的營銷等各方面是分不開的。正是這兩者的結(jié)合,使云臺山景區(qū)的發(fā)展創(chuàng)造了令世界矚目的“云臺山速度”和“云臺山效應(yīng)”。 近幾年,云臺山景區(qū)得到了長足的發(fā)展,其游客數(shù)量和收益在河南省、乃至在全國都是很高的。但是,游客數(shù)量的增多與景區(qū)的建設(shè)步伐不一致的現(xiàn)象也逐漸顯現(xiàn)出來。在旅游旺季,游客擁擠、景區(qū)內(nèi)工作人員素質(zhì)不高等現(xiàn)象也日益顯現(xiàn)。純粹的追求游客數(shù)量和效益的增加,對云臺山景區(qū)的長遠(yuǎn)發(fā)展是不利的。如何通過整體營銷的方式,使景區(qū)在數(shù)量和質(zhì)量上同步健康發(fā)展,應(yīng)是景區(qū)管理者應(yīng)著重考慮的問題。 本論文將以案例的形式進(jìn)行寫作,共分四個部分,從寫作背景、案例背景、案例分析、存在不足和改進(jìn)建議等方面進(jìn)行論述。主要內(nèi)容包括：云臺山景區(qū)的發(fā)展現(xiàn)狀；云臺山景區(qū)營銷現(xiàn)狀分析；整體營銷的含義及成功案例；云臺山景區(qū)整體營銷推廣研究。 本文將利用市場營銷的基本理論對云臺山景區(qū)現(xiàn)有的營銷模式進(jìn)行分析,并從中找出目前的營銷模式的不足,提出整體營銷的方法；利用企業(yè)戰(zhàn)略中的SWOT分析法,對云臺山景區(qū)的核心競爭力進(jìn)行分析,制定出適合云臺山景區(qū)的整體營銷模式。 文章將通過對云臺山景區(qū)的營銷模式的分析,探索整體營銷這一先進(jìn)的營銷模式,充分調(diào)動景區(qū)利益相關(guān)者的積極性,內(nèi)外聯(lián)動,加強(qiáng)基礎(chǔ)設(shè)施建設(shè)的同時,提高景區(qū)管理人員和景區(qū)從業(yè)者的整體素質(zhì)和工作積極性,切實(shí)提高景區(qū)管理水平,希望對景區(qū)景點(diǎn)的營銷模式制定進(jìn)行探索和嘗試。
[Abstract]:After 12 years of development, the Yuntai Mountain Scenic area in Jiaozuo Xiuwu County, Henan Province, has developed from a little-known scenic spot in the province to a world-famous international scenic spot. And the development of the Yuntai Mountain Scenic area in Jiaozuo, It can be said to be a microcosm of the development of China's tourism industry. Up to now, Yuntai Mountain Scenic spot has been awarded the World Geopark, National key Scenic spot, National 5A Grade Scenic area, National Civilization Scenic Tourism area, National Forest Park, Many honorary titles, such as the National Water Conservancy Scenic spot and the National Rhesus Monkey Nature Reserve, have been awarded. On the one hand, the development of tourism in China has provided a good opportunity for the development of the Yuntai Mountain Scenic spot; on the other hand, It is the combination of these two aspects that makes the development of Yuntai Mountain Scenic spot create the "Yuntai Mountain Speed" and "Yuntai Mountain effect" which attracts the attention of the world. In recent years, Yuntai Mountain Scenic area has been greatly developed, the number and income of tourists are very high in Henan Province and even in the whole country. The phenomenon that the number of tourists is increasing and the pace of construction of scenic spots is not in line with the construction of scenic spots is also gradually emerging. In the peak tourist season, the phenomenon of tourist congestion and the low quality of the staff in the scenic spots are also increasingly apparent. The pure pursuit of the increase in the number and efficiency of tourists, It is unfavorable to the long-term development of Yuntai Mountain Scenic area. How to make the scenic spot develop in quantity and quality simultaneously and healthily through the way of overall marketing should be an important consideration for the scenic spot manager. This paper will be written in the form of a case, a total of four parts, from the writing background, case background, case analysis, shortcomings and suggestions for improvement. Analysis of the present situation of Yuntai Mountain Scenic spot; the meaning and successful case of the whole Marketing; the Research on the whole Marketing Promotion of Yuntai Mountain Scenic spot. This article will use the marketing basic theory to carry on the analysis to the Yuntaishan scenic spot existing marketing pattern, and will find out the present marketing pattern insufficiency, proposes the overall marketing method, uses the enterprise strategy SWOT analysis method, The core competitiveness of Yuntai Mountain Scenic area is analyzed and the overall marketing model suitable for Yuntai Mountain Scenic spot is established. Through the analysis of the marketing mode of Yuntai Mountain Scenic spot, the article will explore the advanced marketing mode of the whole marketing, fully arouse the enthusiasm of the stakeholders of the scenic spot, the internal and external linkage, and strengthen the infrastructure construction at the same time. To improve the overall quality and working enthusiasm of the managers and practitioners of the scenic spots, and to improve the management level of the scenic spots, the author hopes to explore and try to establish the marketing model of the scenic spots.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王轉(zhuǎn)紅;;云臺山旅游市場定位及營銷策略研究[J];重慶科技學(xué)院學(xué)報(社會科學(xué)版);2009年04期

2 王海濤;;焦作云臺山旅游紀(jì)念品設(shè)計開發(fā)與研究[J];機(jī)電產(chǎn)品開發(fā)與創(chuàng)新;2009年05期

3 趙嫵;蔣海波;;關(guān)于制定營銷戰(zhàn)略的幾點(diǎn)思考[J];經(jīng)濟(jì)論壇;2007年09期

4 盧海濤;;現(xiàn)代市場營銷觀念及方法的創(chuàng)新與發(fā)展[J];商業(yè)經(jīng)濟(jì);2006年01期

5 董建新;;旅游目的地品牌構(gòu)建[J];經(jīng)濟(jì)問題探索;2008年08期

6 韓躍平;;云臺山風(fēng)景名勝區(qū)客流特征及對策研究[J];焦作師范高等�？茖W(xué)校學(xué)報;2010年03期

7 楊愛榮;郜艷霞;;云臺山世界地質(zhì)公園開發(fā)建設(shè)對區(qū)域經(jīng)濟(jì)發(fā)展的影響[J];焦作師范高等專科學(xué)校學(xué)報;2010年04期

8 趙曉燕;;中國旅游目的地整體營銷的幾點(diǎn)思考[J];旅游學(xué)刊;2009年06期

9 李俊;;漳河風(fēng)景區(qū)營銷策略探析[J];商場現(xiàn)代化;2011年01期

10 焦春;;“云臺山杯”U17乒乓球挑戰(zhàn)賽對焦作地區(qū)經(jīng)濟(jì)發(fā)展的影響與啟示[J];體育科技文獻(xiàn)通報;2009年12期

，

本文編號：1683503