本文選題：休閑農(nóng)莊 + STP戰(zhàn)略�。� 參考：《中南林業(yè)科技大學》2012年碩士論文

【摘要】：隨著休閑旅游的興起,休閑農(nóng)業(yè)作為朝陽產(chǎn)業(yè)吸引了很多資金,資金的投入帶來了長沙休閑農(nóng)莊的蓬勃發(fā)展。在休閑農(nóng)莊快速發(fā)展的同時,不可避免存在一些問題。本文從市場細分、目標市場和市場定位的角度窺探長沙休閑農(nóng)莊存在的問題,針對休閑農(nóng)莊的品牌打造方面提出相應的營銷對策,具體內(nèi)容如下： (1)對星級農(nóng)莊和小型農(nóng)莊(農(nóng)家樂)的發(fā)展和營銷現(xiàn)狀進行現(xiàn)場調(diào)研,休閑農(nóng)莊普遍存在重發(fā)展輕營銷的現(xiàn)象,在發(fā)展和營銷上存在很多問題,休閑農(nóng)莊的營銷滯后于休閑農(nóng)莊的發(fā)展、網(wǎng)路營銷做得很不規(guī)范。 (2)對長沙休閑旅游消費者的人口學特征和消費者行為特征進行調(diào)研,人口學特征主要是性別、受教育水平、職業(yè)分布、收入情況,現(xiàn)居地,消費者行為則主要為旅游動機、出游方式、出游頻率、信息來源、消費者滿意度等,采取數(shù)據(jù)統(tǒng)計分析的方法總結休閑旅游市場的相關特征。 (3)總結了長沙休閑農(nóng)莊發(fā)展和營銷存在的問題、休閑旅游的發(fā)展趨勢以及長沙休閑農(nóng)莊發(fā)展的外部機遇和外部挑戰(zhàn),指出了長沙休閑農(nóng)莊有三點競爭優(yōu)勢：二型社會下的綠色品牌高地優(yōu)勢、人才聚集優(yōu)勢、市場優(yōu)勢。 (4)對長沙休閑旅游市場進行市場細分,休閑企業(yè)應當明確自己的核心競爭力。目標市場上休閑企業(yè)眾多,每個休閑企業(yè)應當明確自己在目標市場的位置采取相應的營銷策略,進而打造休閑農(nóng)莊個性品牌。 (5)對有機觀光體驗休閑農(nóng)莊浩博農(nóng)莊的STP戰(zhàn)略進行了簡單的介紹和評價。浩博農(nóng)莊作為湖南省有機休閑觀光體驗農(nóng)莊的市場領先者,應當采取發(fā)展的策略,擴大省內(nèi)市場占有量的同時積極開拓省外市場。
[Abstract]:With the rise of leisure tourism, leisure agriculture as a sunrise industry attracted a lot of funds, the investment of funds brought about the vigorous development of Changsha leisure farm. In the leisure farm rapid development, there are inevitably some problems. From the angle of market segmentation, target market and market positioning, this paper explores the problems existing in Changsha leisure farm, and puts forward the corresponding marketing countermeasures for the brand building of leisure farm. The specific contents are as follows: 1) the field investigation on the development and marketing status of star-level farm and small farm (farmhouse) shows that leisure farm has the phenomenon of attaching importance to development and light marketing, and there are many problems in development and marketing. The marketing of leisure farm lags behind the development of leisure farm. (2) the demographic characteristics and consumer behavior characteristics of leisure tourism consumers in Changsha are investigated. The demographic characteristics are mainly gender, education level, occupation distribution, income, current residence, and consumer behavior is mainly tourism motivation. The methods of travel, travel frequency, information source, consumer satisfaction and so on are used to summarize the relevant characteristics of leisure tourism market. This paper summarizes the problems existing in the development and marketing of Changsha leisure farm, the development trend of leisure tourism, and the external opportunities and challenges for the development of Changsha leisure farm. It points out that Changsha leisure farm has three competitive advantages: green brand highland advantage, talent gathering advantage and market advantage. Fourth, the market segmentation of Changsha leisure tourism market, leisure enterprises should clarify their core competitiveness. There are many leisure enterprises in the target market. Each leisure enterprise should make clear its own position in the target market and adopt corresponding marketing strategy to build the individual brand of leisure farm. This paper briefly introduces and evaluates the STP strategy of the organic sightseeing and leisure farm. As the market leader of organic leisure and sightseeing experience farm in Hunan province, Haobo farm should adopt the strategy of development, expand the amount of market in the province and actively open up the market outside the province at the same time.
【學位授予單位】：中南林業(yè)科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F327

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