本文選題：羌城旅游 + 旅游產(chǎn)品��； 參考：《西南科技大學(xué)》2015年碩士論文

【摘要】：在經(jīng)濟(jì)全球化和世界經(jīng)濟(jì)一體化的作用下,旅游業(yè)進(jìn)入快速發(fā)展的黃金時(shí)代�！�5·12”特大地震災(zāi)后重建后,北川形成了大量?jī)?yōu)質(zhì)旅游資源,特別是北川羌城旅游區(qū)2013年掛牌國家5A級(jí)旅游景區(qū),北川組建了北川羌城旅游區(qū)運(yùn)營管理公司(以下簡(jiǎn)稱北川旅游運(yùn)營管理公司)進(jìn)行經(jīng)營管理,游客接待人數(shù)2013年突破300萬人次,處于關(guān)鍵時(shí)期。但在運(yùn)營探索中,公司仍然在產(chǎn)品開發(fā)與營銷方面在問題,運(yùn)營未能達(dá)到預(yù)期效果。本文采用了問卷調(diào)查和采訪訪談的方式相結(jié)合,特別針對(duì)游客的喜好、對(duì)當(dāng)?shù)卦O(shè)施的滿意程度、客戶渠道等方面進(jìn)行數(shù)據(jù)搜集,其中發(fā)放問卷500份,回收457份,有效率達(dá)到91%,問題共計(jì)22個(gè)。以此在對(duì)北川旅游運(yùn)營的市場(chǎng)狀況及營銷情況有了具體認(rèn)識(shí)的基礎(chǔ)上,從產(chǎn)品開發(fā)和營銷策略的角度入手,提出相應(yīng)的開發(fā)意見及建議,從而促進(jìn)企業(yè)的發(fā)展。本文從北川羌城旅游區(qū)的產(chǎn)品現(xiàn)狀出發(fā),對(duì)具體的產(chǎn)品開發(fā)和營銷策略進(jìn)行針對(duì)性的研究分析。北川羌城旅游區(qū)的一些功能已經(jīng)滿足了消費(fèi)者的部分需求,但并不完全契合,仍舊存在很大的上升空間。北川旅游運(yùn)營管理公司已經(jīng)提供了游客所需的基本旅游產(chǎn)品,但是產(chǎn)品模式仍舊不夠豐富,設(shè)計(jì)與開發(fā)休閑度假產(chǎn)品十分必要�；诖�,本文結(jié)合調(diào)研以及對(duì)政府主管部門和北川旅游運(yùn)營管理公司高、中層管理人員的訪談,根據(jù)旅游產(chǎn)品開發(fā)、營銷的基本理論,結(jié)合實(shí)際提出北川羌城旅游區(qū)運(yùn)營管理公司旅游產(chǎn)品的總體定位為:改變游客對(duì)該公司心目中單一的地震形象,通過建設(shè)參與性、互動(dòng)性、娛樂性、享受性、刺激性和趣味性的休閑旅游項(xiàng)目,凸顯旅游形象的另一面——休閑之都,讓其成功地轉(zhuǎn)型,華麗轉(zhuǎn)身,豐富集地震文化、羌文化、大愛文化于一體的旅游產(chǎn)品。并針對(duì)這一定位,提出了具體應(yīng)實(shí)施的產(chǎn)品開發(fā)項(xiàng)目。同時(shí),針對(duì)產(chǎn)品定價(jià)、促銷等方面提出營銷策略,提高產(chǎn)品的市場(chǎng)占有率。
[Abstract]:Under the influence of economic globalization and the integration of the world economy, tourism has entered a golden age of rapid development. After the reconstruction of the "May 12" earthquake, Beichuan has formed a large number of high-quality tourist resources. In particular, Beichuan Qiang City tourist area was listed as a national 5A class tourist attraction in 2013. Beichuan set up the Beichuan Qiang City Tourism area Operation and Management Company (hereinafter referred to as Beichuan Tourism Operations and Management Company) to operate and manage. The number of visitors in 2013 exceeded 3 million, in a critical period. But in the operation exploration, the company still in the product development and the marketing aspect in the question, the operation has not achieved the anticipated effect. In this paper, questionnaires and interviews are used to collect data, especially for tourists' preferences, satisfaction with local facilities, customer channels and so on. Among them, 500 questionnaires are sent out, 457 of which are returned. The effective rate is 91%, and the total number of problems is 22. Based on the concrete understanding of the market situation and marketing situation of Beichuan tourism operation, this paper puts forward the corresponding suggestions and suggestions from the point of view of product development and marketing strategy, so as to promote the development of enterprises. Based on the current situation of the products in Beichuan Qiang City tourist area, this paper makes a targeted research and analysis on the specific product development and marketing strategies. Some of the functions of Beichuan Qiang City tourist area have met some of the consumer demand, but not fully matched, there is still a lot of room for growth. Beichuan Tourism Operation and Management Company has provided the basic tourism products needed by tourists, but the product pattern is still not rich enough, so it is necessary to design and develop leisure vacation products. Based on this, this paper combines research and interviews with government departments and high and middle managers of Beichuan Tourism Operations Management Company, according to the basic theory of tourism product development and marketing. Combined with the actual situation, this paper puts forward the overall orientation of the tourism products of the Beichuan Qiang City tourist area Operation Management Company: changing the tourist's single earthquake image in the eyes of the company, by building participatory, interactive, entertaining and enjoyable, Stimulating and interesting leisure tourism projects highlight the other side of the tourism image-leisure capital, let it successfully transform, gorgeous turn around, rich seismic culture, Qiang culture, Dadai culture in one of the tourism products. And in view of this position, put forward the specific product development project that should be implemented. At the same time, in view of product pricing, sales promotion and other aspects of marketing strategies to improve the market share of products.
【學(xué)位授予單位】：西南科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F592.6

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