本文選題：薊縣 + 鄉(xiāng)村旅游�。� 參考：《河北工業(yè)大學(xué)》2013年碩士論文

【摘要】：中國(guó)鄉(xiāng)村地域廣闊,鄉(xiāng)村人口眾多(約占全國(guó)人口的近60%)，隨著經(jīng)濟(jì)的發(fā)展和社會(huì)的進(jìn)步，中國(guó)鄉(xiāng)村旅游的年接待游客人數(shù)已經(jīng)達(dá)到三億人次，旅游收入超過(guò)400億元，占全國(guó)出游總量的近三分之一。每年的三個(gè)黃金周，，全國(guó)城市居民出游選擇鄉(xiāng)村旅游的比例約占70%，每個(gè)黃金周形成大約6000萬(wàn)人次的鄉(xiāng)村旅游市場(chǎng)，鄉(xiāng)村旅游已經(jīng)成為旅游業(yè)新的增長(zhǎng)點(diǎn)。 我國(guó)的鄉(xiāng)村旅游與國(guó)外的鄉(xiāng)村旅游比較而言起步較晚，目前尚處于初級(jí)階段，而且我國(guó)鄉(xiāng)村旅游市場(chǎng)營(yíng)銷則更是處于摸索的初級(jí)階段，面臨著一系列市場(chǎng)營(yíng)銷的問(wèn)題。因此，結(jié)合目前我國(guó)鄉(xiāng)村旅游發(fā)展的市場(chǎng)現(xiàn)狀，探索一條適合其發(fā)展的市場(chǎng)營(yíng)銷道路，對(duì)指導(dǎo)我國(guó)鄉(xiāng)村旅游的和諧發(fā)展、科學(xué)發(fā)展、生態(tài)發(fā)展，提高鄉(xiāng)村旅游競(jìng)爭(zhēng)力，實(shí)現(xiàn)旅游可持續(xù)發(fā)展，具有理論指導(dǎo)與實(shí)踐的雙重意義。 本文以作者家鄉(xiāng)所在地，天津薊縣鄉(xiāng)村旅游市場(chǎng)營(yíng)銷現(xiàn)狀為例，運(yùn)用市場(chǎng)營(yíng)銷專業(yè)相關(guān)理論，結(jié)合薊縣鄉(xiāng)村旅游市場(chǎng)發(fā)展的實(shí)際情況來(lái)分析研究。從國(guó)內(nèi)外鄉(xiāng)村旅游研究和發(fā)展現(xiàn)狀為起點(diǎn)，運(yùn)用營(yíng)銷管理理論中SWOT分析工具，對(duì)薊縣鄉(xiāng)村旅游發(fā)展的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和挑戰(zhàn)進(jìn)行分析，以認(rèn)清薊縣鄉(xiāng)村旅游發(fā)展的方向和目標(biāo),使該地區(qū)旅游市場(chǎng)的潛在優(yōu)勢(shì)得以最大效率地挖掘。而后對(duì)薊縣鄉(xiāng)村旅游進(jìn)行STP分析，即市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位，明確了薊縣鄉(xiāng)村旅游市場(chǎng)的發(fā)展方向。在此基礎(chǔ)上，從產(chǎn)品策略、品牌策略、定價(jià)策略和促銷策略四個(gè)方面分別論述薊縣鄉(xiāng)村旅游的營(yíng)銷策略。最后，對(duì)薊縣鄉(xiāng)村旅游的服務(wù)體系進(jìn)行整體規(guī)劃,對(duì)保障鄉(xiāng)村旅游市場(chǎng)營(yíng)銷的措施進(jìn)行構(gòu)建,以保障市場(chǎng)營(yíng)銷策略能夠的順利實(shí)施，從而探索一條適合薊縣鄉(xiāng)村旅游可持續(xù)發(fā)展的市場(chǎng)營(yíng)銷道路。
[Abstract]:China has a vast rural area and a large rural population (accounting for nearly 60 percent of the country's population. With the development of the economy and social progress, the annual number of tourists receiving rural tourism in China has reached 300 million, and the tourism income exceeds 40 billion yuan.It accounts for nearly 1/3 of the country's total travel.In the three golden weeks of each year, the proportion of urban residents choosing rural tourism is about 700.Each golden week has formed about 60 million rural tourism markets, rural tourism has become a new growth point of tourism.Compared with foreign rural tourism, the rural tourism of our country starts relatively late and is still in the primary stage. Moreover, the marketing of rural tourism in our country is in the initial stage of groping, and is facing a series of problems of marketing.Therefore, combining with the current market situation of rural tourism development in China, to explore a marketing road suitable for the development of rural tourism, to guide the harmonious development, scientific development and ecological development of rural tourism in China, and to improve the competitiveness of rural tourism.To realize the sustainable development of tourism is of both theoretical guidance and practical significance.In this paper, the author's hometown, Tianjin Jixian rural tourism marketing situation as an example, the use of marketing professional theory, combined with Jixian rural tourism market development of the actual situation to analyze and research.Starting from the research and development of rural tourism at home and abroad, this paper analyzes the advantages, disadvantages, opportunities and challenges of rural tourism development in Jixian by using the SWOT analysis tool of marketing management theory.In order to recognize the direction and goal of the development of rural tourism in Jixian County, the potential advantages of tourism market in this area can be excavated in maximum efficiency.Then the STP analysis of rural tourism in Jixian County is carried out, that is, market segmentation, target market and market positioning, and the development direction of rural tourism market in Jixian County is clarified.On this basis, this paper discusses the marketing strategies of Jixian rural tourism from four aspects: product strategy, brand strategy, pricing strategy and promotion strategy.Finally, the service system of rural tourism in Jixian County is planned as a whole, and the measures to ensure the marketing of rural tourism are constructed to ensure the smooth implementation of marketing strategy.In order to explore a suitable for the sustainable development of rural tourism Jixian marketing road.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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