本文選題：崇明旅游 + 旅游產(chǎn)品��； 參考：《上海師范大學(xué)》2012年碩士論文

【摘要】：上海崇明縣旅游資源較為豐富，自開(kāi)放以來(lái)始終處于穩(wěn)步緩慢發(fā)展階段，，與同時(shí)期上海旅游業(yè)的高速發(fā)展形成強(qiáng)烈的反差。本文運(yùn)用體驗(yàn)營(yíng)銷(xiāo)理論從產(chǎn)品開(kāi)發(fā)與營(yíng)銷(xiāo)角度，采用問(wèn)卷與訪談相結(jié)合的方法，針對(duì)客源渠道、旅游設(shè)施、游客偏好等內(nèi)容設(shè)計(jì)問(wèn)卷和訪談內(nèi)容（調(diào)查共發(fā)出問(wèn)卷600份，回收564份，有效率達(dá)到94%，其中包括26個(gè)與顧客密切相關(guān)的問(wèn)題），對(duì)崇明的旅游客源市場(chǎng)需求、旅游產(chǎn)品開(kāi)發(fā)以及營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析，并提出有針對(duì)性的產(chǎn)品開(kāi)發(fā)定位與營(yíng)銷(xiāo)對(duì)策。 本文從游客角度對(duì)崇明旅游產(chǎn)品開(kāi)發(fā)現(xiàn)狀進(jìn)行分析，并提出有針對(duì)性的旅游產(chǎn)品開(kāi)發(fā)與營(yíng)銷(xiāo)策略，給崇明生態(tài)旅游提供可借鑒的指導(dǎo)。從游客感知的旅游產(chǎn)品現(xiàn)狀來(lái)看，崇明已經(jīng)開(kāi)發(fā)的旅游產(chǎn)品與游客需求之間有交集，但也存在著很大的不同。首先，崇明已經(jīng)提供了游客所需的基本旅游產(chǎn)品，比如農(nóng)家樂(lè)、度假村等針對(duì)不同群體的住宿設(shè)施，會(huì)議設(shè)施等；其次，游客對(duì)休閑、體驗(yàn)式旅游產(chǎn)品的需求尚未得到滿足，比如游客所期望的主題公園、水上活動(dòng)、康體中心、娛樂(lè)演出等，崇明要發(fā)展生態(tài)旅游島，設(shè)計(jì)與開(kāi)發(fā)必要的休閑度假產(chǎn)品是十分必要的；再次，崇明較長(zhǎng)的淡季（冬季）等自然因素也決定了冬季旅游產(chǎn)品較為匱乏的現(xiàn)狀。 基于此，筆者結(jié)合對(duì)旅游管理部門(mén)的訪談，提出崇明旅游產(chǎn)品的總體定位為生態(tài)、休閑度假旅游產(chǎn)品，功能主要有生態(tài)居住功能、旅游度假功能、科技研發(fā)等功能。將崇明旅游打造成基于自然旅游、生態(tài)旅游的，立足崇明、服務(wù)上海、展望西太平洋沿岸的，集島內(nèi)旅游與環(huán)島旅游、以及淺海下旅游的探險(xiǎn)島旅游復(fù)合旅游體。在產(chǎn)品定價(jià)方面，基于面向的受眾群體的經(jīng)濟(jì)特征，展開(kāi)有服務(wù)質(zhì)量和服務(wù)項(xiàng)目差別的差異化定價(jià)、服務(wù)策略。在產(chǎn)品渠道方面，不僅開(kāi)拓網(wǎng)絡(luò)渠道、實(shí)體店（旅行社）渠道、立體媒體渠道、平面媒體渠道等。而且在重點(diǎn)開(kāi)發(fā)本地渠道的基礎(chǔ)上，有針對(duì)性，有目地的拓展外地渠道和海外渠道。在產(chǎn)品促銷(xiāo)方面，通過(guò)不同區(qū)域的不同文化、生活差異，實(shí)行不同的促銷(xiāo)策略，保證崇明旅游在同質(zhì)旅游產(chǎn)品中處于相對(duì)優(yōu)勢(shì)和絕對(duì)優(yōu)勢(shì)的地位。以此對(duì)崇明旅游開(kāi)發(fā)進(jìn)行明確的定位，輔以明確的市場(chǎng)開(kāi)發(fā)策略、市場(chǎng)營(yíng)銷(xiāo)策略，從而實(shí)現(xiàn)崇明自然旅游、生態(tài)旅游發(fā)展的目的，為崇明旅游業(yè)發(fā)展打下堅(jiān)定的基礎(chǔ)，為中國(guó)旅游市場(chǎng)的擴(kuò)大提供堅(jiān)實(shí)的保障。
[Abstract]:Chongming County in Shanghai is rich in tourism resources and has been in a steady and slow development stage since the opening up, forming a strong contrast with the rapid development of tourism in the same period. In this paper, from the perspective of product development and marketing, using the method of combining questionnaire with interview, the author designs questionnaires and interviews according to the contents of tourist channels, tourist facilities, tourist preferences, etc. (600 questionnaires were sent out. 564 copies were recovered, and the efficiency reached 94 points, including 26 issues closely related to the customers. The paper analyzed Chongming's tourist market demand, tourism product development and marketing status quo. And put forward targeted product development positioning and marketing countermeasures. This paper analyzes the current situation of Chongming tourism product development from the perspective of tourists, and puts forward targeted tourism product development and marketing strategies, which can be used for reference to Chongming ecotourism. Judging from the current situation of tourism products perceived by tourists, there is an intersection between the tourism products developed by Chongming and tourists' needs, but there are also great differences. First, Chongming has already provided basic tourist products needed by tourists, such as Nongjiale, Resort and other accommodation facilities for different groups, conference facilities, etc. Secondly, tourists' demand for leisure and experiential tourism products has not yet been met. For example, the theme parks, water sports, recreation and sports centers, entertainment performances and so on that tourists expect, it is very necessary for Chongming to develop eco-tourism island, to design and develop necessary leisure and vacation products; again, The long off-season (winter) and other natural factors also determine the lack of tourism products in winter. Based on this, the author puts forward that the overall orientation of Chongming tourism products is ecological, leisure and vacation tourism products, with the main functions of ecological residence, tourism vacation, science and technology research and development, and so on. Chongming tourism will be based on natural tourism, eco-tourism, based on Chongming, serving Shanghai, looking forward to the western Pacific coast, island tourism and island tourism, as well as shallow sea tourism adventure island tourism complex tourism body. In the aspect of product pricing, based on the economic characteristics of the target audience, the differential pricing and service strategy with different service quality and service items are carried out. In product channel, not only open up network channel, physical store (travel agency) channel, stereo media channel, print media channel, etc. And in the development of local channels on the basis of targeted, targeted expansion of foreign channels and overseas channels. In the aspect of product promotion, through different cultures and different living conditions in different regions, different promotion strategies are carried out to ensure Chongming tourism is in the position of relative advantage and absolute advantage in homogeneous tourism products. In this way, the tourism development of Chongming is clearly positioned, supplemented by clear market development strategy and marketing strategy, so as to achieve the purpose of Chongming natural tourism and ecological tourism development, and lay a firm foundation for Chongming tourism development. For the expansion of China's tourism market to provide a solid guarantee.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F592.7;F274

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