本文選題：湖南莽山國家森林公園 + 顧客滿意　； 參考：《湖南大學》2013年碩士論文

【摘要】：如今全球經(jīng)濟日漸呈現(xiàn)萎靡的狀態(tài),作為成長最快的“朝陽產(chǎn)業(yè)”,旅游業(yè)仍保持著迅速的增長。作為新型的現(xiàn)代旅游資源,森林公園的發(fā)展一直備受業(yè)界關注。隨著我國旅游業(yè)的蓬勃發(fā)展,森林公園的旅游服務已成為業(yè)界競爭的主要籌碼。只有制定完善的服務營銷策略,提升景區(qū)知名度和美譽度,才能實現(xiàn)旅游景區(qū)在經(jīng)營上的可持續(xù)發(fā)展。 本文在國內外營銷戰(zhàn)略理論、服務營銷理論、顧客價值理論的研究基礎上,通過對湖南省莽山國家森林公園的服務營銷現(xiàn)狀進行分析,采用理論分析與實例相結合、借鑒成功經(jīng)驗與開拓創(chuàng)新相結合的方法,對莽山國家森林公園的服務營銷策略進行了研究和探討,期望建立一套符合莽山國家森林公園的服務營銷模式。在制定莽山國家森林公園的服務營銷戰(zhàn)略方面,通過市場細分、目標市場選擇和市場定位,來實現(xiàn)吸引消費者的目的；在構建莽山國家森林公園的服務營銷組合方面,運用產(chǎn)品、價格、渠道、溝通、人員、有形展示和服務過程七個要素,來滿足消費者需求,實現(xiàn)顧客滿意和顧客忠誠；在莽山國家森林公園服務營銷策略的組織實施方面,擬定了實施的保障措施。 本文通過把服務營銷的理論與莽山國家森林公園的經(jīng)營實踐相結合,提出了適合行業(yè)特點與企業(yè)現(xiàn)狀的服務營銷策略和實施保障措施,具有一定的針對性和操作性,對莽山國家森林公園應對日益復雜化的旅游市場競爭、全面提升企業(yè)競爭力具有積極的指導意義。
[Abstract]:As the fastest growing "sunrise industry", the tourism industry is still growing rapidly. As a new modern tourist resource, the development of Forest Park has always been paid attention to. With the vigorous development of China's tourism industry, the tourism service of Forest Park has become the main competition in the industry. Only by developing a perfect service marketing strategy and enhancing the visibility and reputation of scenic spots can we achieve the sustainable development of tourist attractions.
On the basis of the domestic and foreign marketing strategy theory, service marketing theory and customer value theory, the present situation of service marketing in Hunan Mang Mountain National Forest Park is analyzed by combining theoretical analysis with examples and using the method of combining successful experience with pioneering and innovation, and the service camp of Mang Mountain National Forest Park. The marketing strategy is studied and discussed in order to establish a service marketing model conforming to the Forest Park of the Mang Mountain National Forest Park. In the formulation of the service marketing strategy of the Forest Park in the Mang Mountain National Forest Park, market segmentation, target market selection and market positioning are used to achieve the purpose of attracting consumers; and the service camp of the Forest Park of the Mang Mountain is constructed. In the aspect of marketing and marketing, seven elements of product, price, channel, communication, personnel, tangible display and service process are used to meet the needs of consumers and realize customer satisfaction and customer loyalty. In the organization and implementation of service marketing strategy in Mang Mountain National Forest Park, the guarantee measures are drawn up.
By combining the theory of service marketing with the management practice of the Forest Park in Mang Mountain, this paper puts forward the service marketing strategy and implementation guarantee measures suitable for the industry characteristics and the current situation of the enterprise. It has certain pertinence and operability. It will improve the enterprise of the Forest Park of Mang Mountain to deal with the increasingly complex tourism market and promote the enterprise in an all-round way. Competitiveness has a positive guiding significance.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7;F274

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