本文選題：旅游目的地營(yíng)銷(xiāo) + 波特五力模型��； 參考：《天津大學(xué)》2013年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展和人們生活水平的不斷提高，越來(lái)越多的人開(kāi)始踏上了旅游的行程。旅游業(yè)作為“無(wú)煙化”“永久化”的新興產(chǎn)業(yè)，已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)的重要來(lái)源之一。天津市東麗湖溫泉度假旅游區(qū)地處天津市中心城區(qū)和濱海新區(qū)核心區(qū)之間，擁有便利的交通條件。還擁有著名的“中國(guó)溫泉之鄉(xiāng)”、國(guó)家級(jí)水利風(fēng)景區(qū)和國(guó)家AAA級(jí)旅游景區(qū)等旅游景點(diǎn)。已被天津市政府作為天津市的旅游支出產(chǎn)業(yè)和重點(diǎn)建設(shè)項(xiàng)目。然而目前東麗湖湖溫泉度假旅游區(qū)的旅游產(chǎn)業(yè)卻沒(méi)有預(yù)想中發(fā)展的迅速，其根本原因是東麗湖游區(qū)的旅游營(yíng)銷(xiāo)過(guò)程中存在諸如營(yíng)銷(xiāo)理念陳舊、缺乏塑造品牌形象、信息化管理程度低等問(wèn)題，從而影響了東麗湖游區(qū)旅游形象和相關(guān)產(chǎn)品的推廣宣傳。 文章通過(guò)利用市場(chǎng)營(yíng)銷(xiāo)、旅游營(yíng)銷(xiāo)以及數(shù)理統(tǒng)計(jì)學(xué)等的相關(guān)理論和知識(shí)，采用理論與實(shí)證相結(jié)合的方法對(duì)東麗湖游區(qū)的營(yíng)銷(xiāo)現(xiàn)狀和營(yíng)銷(xiāo)策略進(jìn)行了分析。擬在總結(jié)以往旅游目的地營(yíng)銷(xiāo)策略研究的基礎(chǔ)上，將旅游目的地營(yíng)銷(xiāo)的基本理論和方法運(yùn)用到東麗湖游區(qū)的營(yíng)銷(xiāo)管理中。文章采用的方法主要體現(xiàn)在：文章在認(rèn)識(shí)東麗湖游區(qū)的基本情況后，采用了PESTG和波特五力模型對(duì)東麗湖游區(qū)營(yíng)銷(xiāo)的宏觀和微觀環(huán)境進(jìn)行了分析，并運(yùn)用SWOT模型分析匯總了東麗湖游區(qū)營(yíng)銷(xiāo)的優(yōu)勢(shì)與劣勢(shì)、機(jī)遇與威脅；隨后采用市場(chǎng)營(yíng)銷(xiāo)STP戰(zhàn)略分析了目的地游區(qū)的目標(biāo)市場(chǎng)和市場(chǎng)定位，并利用層次分析法對(duì)東麗湖游區(qū)8大旅游項(xiàng)目游客吸引度進(jìn)行了分析。 通過(guò)研究，將東麗湖游區(qū)的國(guó)內(nèi)目標(biāo)市場(chǎng)鎖定在京津及周邊地區(qū)，，國(guó)外目標(biāo)市場(chǎng)鎖定在港澳臺(tái)及日韓英美馬等地；將旅游產(chǎn)品定位在特色、生態(tài)休閑與綠色環(huán)保；將旅游的出游形式定位在個(gè)性旅游、自助旅游等新興出游方式。最終得出：東麗湖游區(qū)在制定和實(shí)施營(yíng)銷(xiāo)策略時(shí)，應(yīng)考慮不同旅游項(xiàng)目，制定不同的營(yíng)銷(xiāo)策略，在區(qū)域整體營(yíng)銷(xiāo)時(shí)，則應(yīng)采用諸多營(yíng)銷(xiāo)方式的組合，提升區(qū)域的知名度，打造品牌效應(yīng)，爭(zhēng)取更大的市場(chǎng)空間。
[Abstract]:With the development of social economy and the improvement of people's living standard, more and more people begin to travel. As a new industry of "smokeless" and "permanent", tourism has become one of the important sources of our national economy. Tianjin Donglihu Hot Spring Resort area is located between the downtown area of Tianjin and the core area of Binhai New area, and has convenient transportation conditions. Also has the famous "China hot spring hometown", the national water conservancy scenic spot and the national AAA class traveling scenic spot and so on tourist attraction. Tianjin government has been as a tourism expenditure industry and key construction projects in Tianjin. However, at present, the tourism industry of Donglihu Lake Hot Spring Resort area has not developed rapidly as expected. The fundamental reason is that the tourism marketing process of Donglihu Lake tourist area is characterized by the outmoded marketing idea and the lack of building brand image. The low level of information management has affected the tourism image of Dongli Lake and the promotion of related products. By using the relevant theories and knowledge of marketing, tourism marketing and mathematical statistics, this paper analyzes the present marketing situation and marketing strategies of Dongli Lake Tour area by combining theory with empirical research. On the basis of summarizing the previous research on tourism destination marketing strategy, this paper applies the basic theory and method of tourism destination marketing to the marketing management of Dongli Lake tourism area. The main methods used in this paper are as follows: after understanding the basic situation of Dongli Lake tourism area, the paper analyzes the macro and micro environment of Dongli Lake tourism area by using PESTG and Porter five Force models. The paper uses SWOT model to analyze and summarize the advantages and disadvantages, opportunities and threats of Donglihu tourism area, and then analyzes the target market and market positioning of destination tourism area by using marketing STP strategy. The paper also analyzes the tourist attraction of 8 major tourism projects in Dongli Lake area by using the Analytic hierarchy process (AHP). Through the research, the domestic target market of Dongli Lake tourism area is locked in Beijing, Tianjin and surrounding areas, the foreign target market is locked in Hong Kong, Macao, Taiwan, Japan, Korea, Anglo-American and Malaysia, etc. The travel form of tourism is defined as personality tourism, self-help travel and so on. Finally, it is concluded that when making and implementing marketing strategy, different tourism projects should be taken into account and different marketing strategies should be formulated in Dongli Lake Tour area. In the overall marketing of the region, a combination of many marketing methods should be adopted to enhance the visibility of the region. Build brand effect, strive for bigger market space.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6;F274

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