本文選題：“夜經(jīng)濟(jì)” + 營銷�。� 參考：《北京第二外國語學(xué)院》2013年碩士論文

【摘要】：“夜經(jīng)濟(jì)”作為拉動(dòng)城市經(jīng)濟(jì)發(fā)展的重要引擎，催生出的各種夜間經(jīng)濟(jì)活動(dòng)和夜概念，已成為新時(shí)期經(jīng)濟(jì)發(fā)展和市民生活的重要商業(yè)資源和時(shí)尚潮流。夜經(jīng)濟(jì)的繁榮是城市繁華的表現(xiàn)，也充分反映城市的時(shí)尚度。從某種意義上而言，“夜經(jīng)濟(jì)”越發(fā)達(dá)，其城市的經(jīng)濟(jì)發(fā)展越充滿活力。 杭州，作為知名的“東方休閑之都”、“生活品質(zhì)之城”，其十年如一日的“西湖免票制”和每年成功舉辦的西湖博覽會(huì)為杭州贏得了海內(nèi)外一片贊譽(yù)，數(shù)度蟬聯(lián)“中國最具幸福感城市”榜首。 尤其是繼北京、廣州、上海、重慶、成都、長沙“夜經(jīng)濟(jì)”發(fā)展初見端倪后，如何點(diǎn)亮杭城“夜經(jīng)濟(jì)”這顆熠熠生輝的璀璨明珠，使白天的人聲鼎沸得以延續(xù)到夜幕降臨之后，就成為杭州打造“國際重要旅游休閑中心”進(jìn)程中的一項(xiàng)攻堅(jiān)任務(wù)。 面對(duì)激烈的競爭和挑戰(zhàn)，旅游夜間休閑產(chǎn)品的豐富與否已被擺上議事日程。在此基礎(chǔ)上，如何有效利用多方媒體和公共資源，探析依托本土十大特色潛力行業(yè),鎖定中外游客和本地居民的城市旅游“夜經(jīng)濟(jì)”營銷是一個(gè)值得重點(diǎn)研究的課題。 為科學(xué)評(píng)價(jià)杭州旅游“夜經(jīng)濟(jì)”營銷，本文首先對(duì)中外文獻(xiàn)做回顧和綜述，指出目前國內(nèi)外普遍對(duì)旅游“夜經(jīng)濟(jì)”現(xiàn)象關(guān)注得多，對(duì)營銷探討得少。接著從概念出發(fā)，簡單闡述了城市旅游的定義，著重對(duì)“夜經(jīng)濟(jì)”做了辯證分析。指出當(dāng)前對(duì)“夜經(jīng)濟(jì)”的解釋存在三個(gè)誤區(qū)。分別是將“夜經(jīng)濟(jì)”純粹地等同于“燈光經(jīng)濟(jì)”、“延時(shí)經(jīng)濟(jì)”和“兩高經(jīng)濟(jì)”。再通過國內(nèi)外典型城市旅游“夜經(jīng)濟(jì)”舉例，建立城市旅游“夜經(jīng)濟(jì)”營銷理論體系。陳述杭州旅游“夜經(jīng)濟(jì)”發(fā)展的基礎(chǔ)條件，分析營銷的現(xiàn)狀和問題。在此基礎(chǔ)上提出研究對(duì)策。市場細(xì)分、差異化營銷�？偨Y(jié)出五大針對(duì)杭州旅游“夜經(jīng)濟(jì)”營銷的策略。其中理論體系的建立和營銷策略的總結(jié)是本論文的創(chuàng)新之處。 本文主體分為五部分。 第一章為緒論。主要介紹城市旅游“夜經(jīng)濟(jì)”產(chǎn)生的背景。指出隨著國民經(jīng)濟(jì)的發(fā)展和人民生活水平的提高，在當(dāng)前工作生活作息時(shí)間調(diào)整、大眾消費(fèi)觀念轉(zhuǎn)變、公眾媒體輿論引導(dǎo)和夜間休閑活動(dòng)場所增加等各項(xiàng)因素影響下城市旅游“夜經(jīng)濟(jì)”出現(xiàn)的必然性及其目的和意義。回顧國內(nèi)外文獻(xiàn)和綜述，從杭州的自身?xiàng)l件和戰(zhàn)略定位出發(fā)，說明旅游“夜經(jīng)濟(jì)”對(duì)城市發(fā)展的重要性。同時(shí)論述研究的理論、現(xiàn)實(shí)意義；總結(jié)本文研究內(nèi)容和研究方法。 第二章為城市旅游“夜經(jīng)濟(jì)”營銷的概念和理論體系。本文所指“夜經(jīng)濟(jì)”是指在夜間發(fā)生的位于住所外的各種消費(fèi)，涵蓋夜間吃、住、行、游、購、娛等領(lǐng)域，主要需求對(duì)象為本地市民和中外游客，主要供給以各類營利性企業(yè)為主，也包括一些非營利性和公益性的機(jī)構(gòu)和設(shè)施。接著闡述營銷的概念。通過新加坡和上�！耙菇�(jīng)濟(jì)”發(fā)展的成功案例，建立城市旅游“夜經(jīng)濟(jì)”營銷的理論體系。即環(huán)境分析——市場細(xì)分——定位-品牌-形象——“依戀-忠誠”模式。 第三章為杭州旅游“夜經(jīng)濟(jì)”營銷現(xiàn)狀和問題。首先分析杭州旅游“夜經(jīng)濟(jì)”發(fā)展的基礎(chǔ)條件。接著列舉“全球知名旅游城市夜游項(xiàng)目匯總表”和“2012年杭州‘夜經(jīng)濟(jì)’主題推廣配套活動(dòng)一覽表”。在此基礎(chǔ)上，分析杭州旅游“夜經(jīng)濟(jì)”營銷現(xiàn)狀。夜游主題網(wǎng)站建設(shè)、夜游電子消費(fèi)券的發(fā)放；“明”消費(fèi)聯(lián)盟的成立等，新媒體運(yùn)用充分、法律保障有力。但同時(shí)存在著市場細(xì)分和產(chǎn)品差異化欠缺等問題。 第四章是杭州旅游“夜經(jīng)濟(jì)”營銷對(duì)策研究。具體從市場進(jìn)一步細(xì)分、產(chǎn)品差異化和營銷手段差異化等方面展開；梳理杭州旅游“夜經(jīng)濟(jì)”14大休閑精品；提出針對(duì)杭州旅游“夜經(jīng)濟(jì)”的五大營銷策略：品牌營銷、社會(huì)營銷、弱點(diǎn)營銷、病毒營銷、整合營銷。 第五章是全文回顧和總結(jié)。簡要概括主要的研究工作，提出選題創(chuàng)新和研究方法創(chuàng)新。用北二外旅游管理專業(yè)碩士營銷學(xué)理論指導(dǎo)實(shí)踐，建立城市“夜經(jīng)濟(jì)”旅游營銷理論體系。結(jié)合自己在杭州旅游“夜經(jīng)濟(jì)”主題推廣活動(dòng)前期所做的營銷準(zhǔn)備，大膽探索針對(duì)杭州旅游“夜經(jīng)濟(jì)”量身定制的營銷策略。對(duì)杭州旅游“夜經(jīng)濟(jì)”營銷的未來提出展望，預(yù)測其營銷的愿景、營銷的轉(zhuǎn)型方向和營銷的預(yù)期模式。最后總結(jié)全文，提出城市旅游“夜經(jīng)濟(jì)”營銷是一個(gè)現(xiàn)在進(jìn)行時(shí)，，是一個(gè)全方位不斷自我更新的動(dòng)態(tài)過程。
[Abstract]:"Night economy" as an important engine for stimulating the development of the city's economic development, the nighttime economic activities and nocturnal concepts have become the important commercial resources and fashion trends of the economic development and the living of the citizens in the new period. The prosperity of the night economy is the performance of the city and the fashion of the city. In a sense, " The more developed the night economy, the more vibrant the city's economic development is.
Hangzhou, as the famous "capital of leisure in the East", "the city of quality of life", its ten year "West Lake free ticket system" and the West Lake Expo, which has been successfully held every year, won the praise at home and abroad for Hangzhou, and the number of "China's most happy city" is the top of the number.
In particular, after Beijing, Guangzhou, Shanghai, Chongqing, Chengdu and Changsha "night economy" developed, how to light up the bright bright pearl of the "night economy" of Hangzhou City, so that the day's popularity can continue until the fall of night, it becomes a hard task in the process of creating the "international important tourism and leisure center" in Hangzhou. Business.
In the face of fierce competition and challenge, the richness of leisure products in the night has been put on the agenda. On this basis, how to effectively utilize the multi-party media and public resources and explore the "night economy" marketing, which relies on the ten local characteristics and potential industries, is a key study. Subject.
In order to scientifically evaluate the "night economy" marketing of Hangzhou tourism, this paper first reviews and summarizes the Chinese and foreign literature, points out that there is a lot of attention to the phenomenon of "night economy" at home and abroad and less on marketing. Then from the concept, the definition of urban tourism is briefly expounded, and the dialectical analysis of "night economy" is emphasized. There are three misunderstandings in the former interpretation of the "night economy". The "night economy" is the pure equivalent of "light economy", "time delay economy" and "two high economy". Through the example of "night economy" in typical urban tourism at home and abroad, the "night economy" marketing theory system of urban tourism is set up. The "night economy" of Hangzhou tourism is stated. The basic conditions of the exhibition, the analysis of the current situation and problems of marketing. On this basis, the research countermeasures are put forward. Market segmentation and differential marketing are put forward. Five major strategies for Hangzhou tourism "night economy" marketing are summed up. The establishment of the theoretical system and the summary of marketing strategies are the innovations of this paper.
The main body of this article is divided into five parts.
The first chapter is the introduction. It mainly introduces the background of the "night economy" of urban tourism. It points out that with the development of the national economy and the improvement of the people's living standard, the adjustment of the working life and rest time, the change of the public consumption concept, the guidance of public media and the increase of night leisure activities, and other factors affect the city tourism. The inevitability, purpose and significance of the emergence of the night economy. Review the literature and summary at home and abroad, from the conditions and strategic orientation of Hangzhou, to illustrate the importance of the "night economy" to the development of the city. At the same time, the theory and practical significance of the study are discussed, and the internal capacity and research methods of this study are summarized.
The second chapter is the concept and theoretical system of the "night economy" marketing of urban tourism. This article refers to the "night economy" refers to all kinds of consumption outside the residence at night, covering the areas of night eating, living, traveling, traveling, shopping, entertainment and other fields. The main demand is for local citizens and Chinese and foreign tourists, mainly for all kinds of profit making enterprises, and also include Some non-profit and public welfare institutions and facilities. Then the concept of marketing is expounded. Through the successful cases of "night economy" in Singapore and Shanghai, the theoretical system of "night economy" marketing is set up.
The third chapter is the marketing status and problems of the "night economy" in Hangzhou. First, it analyzes the basic conditions for the development of the "night economy" in Hangzhou. Then it lists "the list of the night travel projects in the world famous tourist cities" and the "2012 Hangzhou 'night economy" theme extension list. On this basis, the "night classics of Hangzhou tourism" are analyzed. The marketing status of "Ji", the construction of the theme website for the night tour, the issuance of the night tour electronic consumer voucher, the establishment of the "Ming" consumption alliance, the full application of the new media and the strong legal guarantee, but there are some problems in the market segmentation and the lack of product differentiation.
The fourth chapter is the research on the marketing strategy of Hangzhou tourism "night economy". From the further segmentation of the market, the difference of product and the difference of marketing means, this paper combs the 14 leisure products of the "night economy" of Hangzhou tourism, and puts forward five marketing strategies for the "night economy" of Hangzhou Tourism: brand marketing, social marketing, and weakness camp Sales, virus marketing, integrated marketing.
The fifth chapter is the review and summary of the full text, briefly summarizing the main research work, putting forward the innovation of topic selection and research method innovation. Using the theory of marketing of the master of Tourism Management in the second foreign country to guide the practice, the theory system of the city "night economy" Tourism marketing is set up. Marketing preparation, boldly exploring the marketing strategy tailored to Hangzhou tourism "night economy". The future of the "night economy" marketing in Hangzhou is prospected, the vision of its marketing, the direction of marketing transformation and the expected mode of marketing are predicted. Finally, the full text is put forward that the marketing of the "night economy" in urban tourism is a present, It is a dynamic process of omni-directional self renewal.
【學(xué)位授予單位】：北京第二外國語學(xué)院
【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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