本文選題：文化旅游 + 營銷　； 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：“鐵嶺大甸子羊湯文化旅游節(jié)”是鐵嶺市乃至遼寧省知名的特色旅游品牌，從2006年開始每年舉辦一次，力圖通過打造以羊湯為龍頭的整體旅游服務(wù)產(chǎn)品，應(yīng)對市場競爭。近年來，鐵嶺大甸子鎮(zhèn)大力發(fā)展羊湯產(chǎn)業(yè)，挖掘羊湯文化，成功地吸引了大量游客，同時以羊湯為龍頭的餐飲業(yè)得到了快速發(fā)展，然而與此相關(guān)的產(chǎn)業(yè)卻發(fā)展緩慢。此外，不斷滿足游客需求、刺激游客多方面的消費(fèi)對大甸子鎮(zhèn)提出了新的挑戰(zhàn)，要想保持良好勢頭，繼續(xù)發(fā)展擴(kuò)大，就必須制定新的發(fā)展策略。因此，有必要研究分析“大甸子羊湯文化旅游節(jié)”現(xiàn)有的營銷現(xiàn)狀及其存在的問題，進(jìn)一步分析問題存在的原因，從而提出未來大甸子鎮(zhèn)羊湯節(jié)品牌營銷的對策。 本文運(yùn)用營銷管理的基本理論，重點(diǎn)研究遼寧省鐵嶺縣“大甸子羊湯文化旅游節(jié)”的營銷策略。首先對“大甸子羊湯文化旅游節(jié)”的發(fā)展情況進(jìn)行客觀分析，并提出“大甸子羊湯文化旅游節(jié)”目前所存在的現(xiàn)實(shí)問題；其次，本文分別從市場環(huán)境和競爭者兩方面進(jìn)行分析，重新進(jìn)行市場定位和確立目標(biāo)客戶群，從而探索研究問題的原因；最后，通過對“大甸子羊湯文化旅游節(jié)”的品牌營銷策略研究，并借鑒國內(nèi)外先進(jìn)地區(qū)的經(jīng)驗(yàn)，本文提出“打造“大甸子羊湯”標(biāo)準(zhǔn)化特色品牌”、“相關(guān)產(chǎn)品一體化、集團(tuán)化發(fā)展”、“品牌帶動規(guī)�；l(fā)展”、“打造政府與經(jīng)營者共同參與的平臺”四條營銷發(fā)展策略。本文擬綜合運(yùn)用營銷管理的基本理論以及SWOT比較分析法，對“大甸子羊湯文化旅游節(jié)”由于市場不斷變化而使?fàn)I銷面臨的營銷要素發(fā)展不均衡、營銷相關(guān)產(chǎn)品開發(fā)不足等方面的現(xiàn)實(shí)問題進(jìn)行研究與分析，通過目標(biāo)市場和競爭者等角度分析，進(jìn)一步深入探索問題產(chǎn)生的原因。 通過上述分析和討論，本文對于“大甸子羊湯文化旅游節(jié)”的營銷提出了相應(yīng)對策：為實(shí)現(xiàn)“大甸子羊湯文化旅游節(jié)”營銷發(fā)展策略新目標(biāo)，，首先，政府的角色和作用需要重新定位；其次，要不斷地引入、培養(yǎng)相關(guān)專業(yè)人才，組建自己的專業(yè)團(tuán)隊(duì)。同時，要讓更多的經(jīng)營者積極參與進(jìn)來，充分發(fā)揮他們的主觀能動性；第三，要繼續(xù)堅(jiān)持整體發(fā)展與整體營銷相配合。努力實(shí)現(xiàn)打造“大甸子羊湯”標(biāo)準(zhǔn)化特色品牌；相關(guān)產(chǎn)品一體化、集團(tuán)化發(fā)展；通過品牌帶動，實(shí)現(xiàn)規(guī)模化發(fā)展，并且在新的環(huán)境下以及新的市場中和新的對手們進(jìn)行新的競爭。綜上所述，本文的研究對實(shí)現(xiàn)打造“能夠全面滿足不同客戶需求的完整鄉(xiāng)村生態(tài)游”的目標(biāo)，以及今后大甸子鎮(zhèn)發(fā)展特色旅游經(jīng)濟(jì)具有一定的理論指導(dǎo)意義和現(xiàn)實(shí)意義。
[Abstract]:Tieling Dadianzi Yangtang Culture Tourism Festival is a famous tourism brand in Tieling City and even Liaoning Province. It is held every year since 2006, trying to cope with the market competition by creating the whole tourism service product with sheep soup as the leading product. In recent years, Tieling Dadianzi Town vigorously developed sheep soup industry, excavated sheep soup culture, and successfully attracted a large number of tourists. Meanwhile, the catering industry with sheep soup as its leader has developed rapidly, but the related industries have developed slowly. In addition, to meet the needs of tourists and stimulate the tourists to consume in many ways has put forward new challenges to the town of Dadianzi. If we want to maintain the good momentum and continue to develop and expand, we must formulate new development strategies. Therefore, it is necessary to study and analyze the present marketing situation and existing problems of "Dadianzi Sheep Soup Culture Tourism Festival", and further analyze the causes of the problems, and then put forward the countermeasures of brand marketing of Dadianzi Sheep Soup Festival in the future. Based on the basic theory of marketing management, this paper focuses on the marketing strategy of "Dadianzi Yangtang Cultural Tourism Festival" in Tieling County, Liaoning Province. Firstly, the development of "Dadianzi Sheep Soup Culture Tourism Festival" is objectively analyzed, and the practical problems existing in "Dadianzi Goat Tang Culture Tourism Festival" are put forward. Secondly, this paper analyzes the market environment and competitors, respectively. To reposition the market and establish the target customer base, so as to explore the reasons for the research; finally, through the research on the brand marketing strategy of the "Dadianzi Yangtang Culture Tourism Festival", and draw lessons from the experience of advanced regions at home and abroad, This paper puts forward four marketing development strategies such as "building" standardized brand "of" Dadianzi sheep soup "," integration of related products, development of collectivization "," promoting large-scale development by brand "and" creating a platform in which the government and the operator participate together ". Based on the basic theory of marketing management and SWOT comparative analysis, this paper intends to make an unbalanced development of the marketing elements of "Dadianzi Yangtang Culture Tourism Festival" due to the constant changes of the market. This paper studies and analyzes the practical problems in marketing related products such as insufficient development, and further explores the causes of the problems through the analysis of the target market and competitors. Through the above analysis and discussion, this paper puts forward the corresponding countermeasures for the marketing of "Dadianzi Yangtang Culture Tourism Festival": in order to realize the new target of marketing development strategy of "Dadianzi Yangtang Culture Tourism Festival", first of all, The role and role of the government need to be reoriented. Secondly, it is necessary to continuously introduce and train relevant professionals and set up their own professional teams. At the same time, to let more operators actively participate in, give full play to their initiative; third, we should continue to adhere to the overall development and overall marketing coordination. Strive to build a standardized brand of "Dadianzi Sheep Soup"; integrate related products and develop into groups; achieve large-scale development through brand driven, And in the new environment and in the new market and new competition with the new competitors. To sum up, the research in this paper has certain theoretical and practical significance to realize the goal of "complete rural ecological tour which can meet the needs of different customers" and to develop the characteristic tourism economy in Dadianzi Town in the future.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F592.7

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