本文選題：瑞金 + 紅色景區(qū)��； 參考：《南昌大學(xué)》2013年碩士論文

【摘要】：紅色旅游自2004年以來(lái),呈現(xiàn)出蓬勃發(fā)展的局面,這既是人們需求多樣化的重要選擇,也是經(jīng)濟(jì)社會(huì)發(fā)展的必然趨勢(shì),特別是在政府的鼓勵(lì)和引導(dǎo)下,紅色旅游已吸引越來(lái)越多的人們的興趣和積極參與。在此背景下,瑞金紅色景區(qū)的建設(shè)也應(yīng)運(yùn)而生,但國(guó)內(nèi)紅色旅游產(chǎn)品、線路、服務(wù)的增多,也對(duì)瑞金紅色景區(qū)的建設(shè)提出新的挑戰(zhàn)。 本文旨在通過(guò)對(duì)國(guó)內(nèi)外戰(zhàn)略規(guī)劃、紅色旅游等文獻(xiàn)的分析、研究,對(duì)瑞金發(fā)展紅色景區(qū)的優(yōu)劣勢(shì)、機(jī)會(huì)與威脅等進(jìn)行分析,揚(yáng)長(zhǎng)避短,抓住機(jī)遇、避免威脅,發(fā)揮比較優(yōu)勢(shì)、避免競(jìng)爭(zhēng)誤區(qū)；抓住特色、促進(jìn)轉(zhuǎn)型,突出核心項(xiàng)目、形成核心競(jìng)爭(zhēng)能力。 瑞金紅色景區(qū)建設(shè)的優(yōu)勢(shì)主要有氣候宜人、交通便捷,資源豐富、生態(tài)環(huán)境良好,品牌形象較好、宣傳推廣有力,同時(shí)瑞金還有著豐富的歷史文化和民俗風(fēng)情背景及優(yōu)厚的政策支持等其他優(yōu)勢(shì)。但是瑞金紅色景區(qū)建設(shè)也存在著一些不利的因素,主要表現(xiàn)在資金短缺、基礎(chǔ)服務(wù)設(shè)施落后,公共承載力脆弱,市場(chǎng)管理落后、營(yíng)銷人才匱乏等等方面。國(guó)家和地方政府在產(chǎn)業(yè)發(fā)展政策上的支持和扶持,國(guó)家中部崛起的部署和瑞金“9+6”片區(qū)建設(shè)藍(lán)圖也無(wú)疑成為瑞金紅色景區(qū)建設(shè)難得的良好發(fā)展機(jī)遇。從另一方面來(lái)看,游客旅游動(dòng)機(jī)和需求的多樣化、個(gè)性化,市場(chǎng)開(kāi)發(fā)的同質(zhì)性、紅色旅游的階段性等也給瑞金紅色景區(qū)的發(fā)展帶來(lái)各種各樣、程度各異的沖擊。因此文章建議以‘紅色故都、共和國(guó)搖籃、中央紅軍長(zhǎng)征出發(fā)地”這一主題為突破口,突出特色,強(qiáng)化品牌形象；以紅色景區(qū)配套服務(wù)為抓手,提升瑞金紅色景區(qū)軟實(shí)力：以區(qū)域間的協(xié)調(diào)聯(lián)動(dòng)為紐帶,推動(dòng)景區(qū)抱團(tuán)發(fā)展。 同時(shí),本文也為瑞金紅色景區(qū)戰(zhàn)略規(guī)劃實(shí)施提出了一系列建議：為保障瑞金紅色景區(qū)戰(zhàn)略規(guī)劃的全面、有效落地,要圍繞“紅色故都·七彩瑞金”總目標(biāo),加強(qiáng)品牌提煉、培育和推廣；加強(qiáng)區(qū)域合作,實(shí)行媒介互動(dòng),制造營(yíng)銷事件,吸引社會(huì)眼球,提升知名度、美譽(yù)度,通過(guò)擴(kuò)大市場(chǎng)心理占有度,提高市場(chǎng)的實(shí)際占有率；完善市場(chǎng)合作開(kāi)發(fā)互補(bǔ)機(jī)制、經(jīng)營(yíng)管理績(jī)效考核機(jī)制、景區(qū)服務(wù)機(jī)制等配套服務(wù)機(jī)制,增強(qiáng)景區(qū)管理和運(yùn)行活力,提升景區(qū)的組織、銷售和競(jìng)爭(zhēng)能力；政府通過(guò)政策調(diào)控實(shí)現(xiàn)對(duì)瑞金紅色景區(qū)發(fā)展進(jìn)行規(guī)范、引導(dǎo)和保護(hù),實(shí)現(xiàn)依法治旅；豐富融資方式,拓展融資渠道,通過(guò)不同投資主體的參與,規(guī)范、約束和促進(jìn)項(xiàng)目市場(chǎng)化運(yùn)作；多渠道培養(yǎng)引導(dǎo)和治理,滿足景區(qū)發(fā)展各層次發(fā)展需求；完善基礎(chǔ)設(shè)施和管理體系,提高管理水平,注重環(huán)境保護(hù),實(shí)現(xiàn)可持續(xù)發(fā)展。本文提出的一些建議可為瑞金紅色景區(qū)戰(zhàn)略規(guī)劃與發(fā)展提供可資借鑒的選擇路徑。
[Abstract]:Red tourism has been booming since 2004, which is not only an important choice for people to diversify their needs, but also an inevitable trend of economic and social development, especially under the encouragement and guidance of the government. Red tourism has attracted more and more people's interest and active participation. In this context, the construction of Ruijin Red Scenic spot also came into being, but the increase of domestic red tourism products, routes and services also posed a new challenge to the construction of Ruijin Red Scenic spot. The purpose of this paper is to analyze the advantages and disadvantages, opportunities and threats of Ruijin's development of red scenic spots through the analysis of domestic and foreign strategic planning, red tourism and other documents, so as to take advantage of the advantages and disadvantages, seize the opportunities, avoid threats, and give play to comparative advantages. Avoid the misunderstanding of competition, grasp the characteristics, promote the transformation, highlight the core projects, and form the core competitive ability. The main advantages of Ruijin Red Scenic spot construction are pleasant climate, convenient transportation, rich resources, good ecological environment, good brand image, and strong publicity and promotion. At the same time, Ruijin also has rich historical, cultural and folk customs background and generous policy support and other advantages. However, there are some unfavorable factors in the construction of Ruijin Red Scenic spot, such as shortage of funds, backwardness of basic service facilities, weak public carrying capacity, backward market management, shortage of marketing talents and so on. The support and support of the national and local governments in industrial development policy, the deployment of the rise of the central part of the country and the blueprint for the construction of Ruijin's "9 6" area have undoubtedly become a rare good development opportunity for the construction of Ruijin Red Scenic spot. On the other hand, the diversification and individuation of tourist motivation and demand, the homogeneity of market development and the stage of red tourism also bring various kinds of impacts to the development of Ruijin Red Scenic spot. Therefore, the article suggests that the theme 'Red City, Republic Cradle, Central Red Army's long March departure place' be the breakthrough point, highlight the characteristics, strengthen the brand image, and take the matching service of the Red Scenic spot as the grasp. Promote the soft power of Ruijin Red Scenic spot: promote the development of the scenic spot with coordination and linkage between regions. At the same time, this paper also puts forward a series of suggestions for the implementation of the strategic planning of Ruijin Red Scenic spot: in order to ensure the comprehensive and effective landing of the strategic planning of Ruijin Red Scenic spot, we should focus on the overall goal of "Red and colorful Ruijin" and strengthen brand refining. Foster and promote; strengthen regional cooperation, implement media interaction, create marketing events, attract social attention, enhance popularity, reputation, through expanding the market psychological possession, improve the actual market share; Perfect market cooperation and develop complementary mechanism, management performance appraisal mechanism, scenic spot service mechanism and other supporting service mechanisms, enhance the vitality of the management and operation of scenic spots, enhance the organization, sales and competitiveness of scenic spots; Through policy regulation and control, the government can standardize, guide and protect the development of Ruijin Red Scenic spot, and realize the administration of tourism according to law; enrich financing methods, expand financing channels, and standardize the development of Ruijin Red Scenic spot through the participation of different investors. To restrict and promote the market-oriented operation of the project; to train and guide the projects through multiple channels to meet the needs of the development of scenic spots at all levels; to improve the infrastructure and management system; to improve the management level; to pay attention to environmental protection; to realize sustainable development. Some suggestions in this paper can be used for reference in the strategic planning and development of Ruijin Red Scenic spot.
【學(xué)位授予單位】：南昌大學(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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