本文選題：南陽 + 老年群體��； 參考：《河南大學(xué)》2012年碩士論文

【摘要】：隨著我國(guó)老齡化問題的凸顯，老年群體所引發(fā)的一系列問題逐漸引起社會(huì)的關(guān)注。其中，關(guān)于如何養(yǎng)老的話題更被人們熱議。隨著人們經(jīng)濟(jì)水平的提高和生活觀念的改變，越來越多老年人對(duì)生活的追求已經(jīng)從原來的物質(zhì)生活轉(zhuǎn)變?yōu)閷?duì)精神生活的追求和改善。從市場(chǎng)營(yíng)銷學(xué)角度分析，作為宏觀環(huán)境之一的人口因素的改變勢(shì)必會(huì)給企業(yè)的生存帶來機(jī)遇或威脅。顯而易見，老齡人口的劇增勢(shì)必會(huì)給旅游產(chǎn)業(yè)提供更廣闊的消費(fèi)市場(chǎng)，為旅游業(yè)的發(fā)展提供新的契機(jī)，更為該地區(qū)的經(jīng)濟(jì)增長(zhǎng)帶來新的動(dòng)力。以上分析則表明本選題有具現(xiàn)實(shí)的社會(huì)意義。 位于河南省西南部的人口大市南陽，把“旅游帶動(dòng)經(jīng)濟(jì)”作為發(fā)展主戰(zhàn)略，在2000年前后已經(jīng)進(jìn)入人口老齡化。老齡化的加劇和旅游經(jīng)濟(jì)帶動(dòng)城市的發(fā)展思路更使得南陽老年旅游市場(chǎng)開發(fā)成為可能。本選題試圖在對(duì)老年人旅游動(dòng)機(jī)和行為特征分析的基礎(chǔ)上，論證了南陽開發(fā)老年旅游市場(chǎng)的可行性，運(yùn)用市場(chǎng)營(yíng)銷理論從旅游企業(yè)的供給角度給出技術(shù)性的開發(fā)策略并提出相關(guān)配套的保障措施。 研究認(rèn)為，老年人在對(duì)旅游需求的動(dòng)機(jī)滿足上比較關(guān)注身體健康和精神滿足的生理和心理需求；在旅游行為特征上有明顯區(qū)別于其他年齡群體的選擇偏好，如偏愛文化類、健康類養(yǎng)生產(chǎn)品，產(chǎn)品信息獲取較狹窄，注重口碑等特點(diǎn)。另外，在對(duì)南陽老年旅游市場(chǎng)開發(fā)現(xiàn)狀的研究中發(fā)現(xiàn)，南陽老年旅游存在諸多問題的根本結(jié)癥在于供需雙方的銜接出了問題，即南陽老年群體對(duì)旅游的需求仍處于潛在需求狀態(tài)，老年需求得不到有效刺激，難以釋放。使得旅游企業(yè)在意識(shí)到老年旅游能夠帶來可觀收益的前提下也難越“雷池”一步�；谝陨戏治觯P者最后構(gòu)建出“政府領(lǐng)導(dǎo)、企業(yè)參與、配套保障”的三方參與模式，并從技術(shù)層面向旅游企業(yè)提出營(yíng)銷戰(zhàn)略及組合策略。 其中，在對(duì)營(yíng)銷戰(zhàn)略的論述中，提出應(yīng)結(jié)合南陽實(shí)際情況，總體上以低齡老年人，且收入水平較高者，，出于健康及社交欲望的老年群體作為首選目標(biāo)市場(chǎng)，具體包括公企離退休人員、較為富裕的城鎮(zhèn)老年人、市郊富裕的鄉(xiāng)村老年人。在營(yíng)銷策略上筆者從產(chǎn)品、價(jià)格、渠道、促銷四方面進(jìn)行論述。研究認(rèn)為，老年旅游產(chǎn)品開發(fā)應(yīng)以個(gè)性化、安全性、服務(wù)性為原則，著重開發(fā)文化歷史類、紅色懷舊類、山水觀光類、康體保健類、市觀光類產(chǎn)品；產(chǎn)品定價(jià)方面，新產(chǎn)品比較適合低價(jià)滲透策略，現(xiàn)有產(chǎn)品應(yīng)迎合老年人喜好采用細(xì)分市場(chǎng)定價(jià)、產(chǎn)品捆綁定價(jià)、促銷定價(jià)三大策略；銷售渠道方面，筆者提出把諸如老齡委、老年大學(xué)等老年團(tuán)體組織作為“中間商”的概念，通過同以上團(tuán)體加強(qiáng)合作，完成產(chǎn)品銷售工作；在產(chǎn)品促銷上，筆者認(rèn)為應(yīng)以“情”貫穿始終，淡化商業(yè)味，注入情感因素，將敬老、尊老、愛老的傳統(tǒng)文化融入到促銷手段中。
[Abstract]:With the aging problem of our country prominent, a series of problems caused by the elderly group gradually aroused the attention of the society. Among them, the topic of how to provide for the aged has been hot discussed by people. With the improvement of people's economic level and the change of life concept, more and more old people's pursuit of life has changed from the original material life to the pursuit and improvement of spiritual life. From the point of view of marketing, the change of population factors, as one of the macro environments, will inevitably bring opportunities or threats to the survival of enterprises. It is obvious that the sharp increase in the aging population will inevitably provide a broader consumer market for the tourism industry, a new opportunity for the development of tourism, and a new impetus for economic growth in the region. The above analysis shows that this topic has realistic social significance. Nanyang, a large population city in the southwest of Henan Province, regards "tourism-driven economy" as the main strategy of development, and has already entered the aging of population around 2000. The aggravation of aging and the development of tourism economy make it possible to develop the aged tourism market in Nanyang. Based on the analysis of the tourism motivation and behavior characteristics of the elderly, this paper tries to demonstrate the feasibility of developing the elderly tourism market in Nanyang. Using marketing theory, this paper puts forward the technical development strategy from the angle of supply of tourism enterprises and puts forward relevant supporting measures. The study shows that the older people pay more attention to the physical and psychological needs of physical and mental satisfaction in terms of their motivation to meet their tourism needs, and that the characteristics of tourism behavior are obviously different from those of other age groups, such as cultural preference. Health products, product information is relatively narrow, pay attention to word-of-mouth and other characteristics. In addition, in the study of the current situation of the development of Nanyang elderly tourism market, it is found that the fundamental problem in Nanyang elderly tourism is the connection between supply and demand. That is, the demand for tourism is still in the potential state of Nanyang elderly group, the elderly needs can not be effectively stimulated, difficult to release. Tourism enterprises realize that the elderly tourism can bring considerable income, and it is difficult for them to cross the "thunder pool". Based on the above analysis, the author finally constructs a tripartite participation model of "government leadership, enterprise participation and supporting guarantee", and puts forward marketing strategy and combination strategy to tourism enterprises from the technical level. Among them, in the discussion of marketing strategy, we should combine the actual situation of Nanyang and take the younger aged people with high income level as the first target market for their health and social desire. These include retirees from public enterprises, the more affluent urban elderly, and the affluent rural elderly in the suburbs. In the marketing strategy, the author from the product, price, channel, promotion four aspects to discuss. The research holds that the development of tourism products for the aged should be based on the principles of individuation, safety and service, focusing on the development of cultural history, red nostalgia, landscape tourism, recreation and health care, city tourism, and product pricing. New products are more suitable for low price penetration strategy, existing products should meet the needs of the elderly to adopt three strategies: subdivision market pricing, product bundling pricing, and promotion pricing. As the concept of "middleman", the senior group organizations such as the university for the aged, through strengthening cooperation with the above groups, complete the work of product sales. In terms of product promotion, the author thinks that "emotion" should be used throughout the whole process to desalinate the commercial flavor and inject emotional factors. The traditional culture of respecting, respecting and loving the elderly is integrated into the sales promotion.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 姚寶榮,韓琪;關(guān)于開發(fā)國(guó)內(nèi)老年人旅游市場(chǎng)的一點(diǎn)構(gòu)想[J];西安外國(guó)語學(xué)院學(xué)報(bào);2001年04期

2 黃華,明慶忠;論云南老年旅游市場(chǎng)的開發(fā)[J];西北人口;2003年03期

3 余穎,張捷,任黎秀;老年旅游者的出游行為決策研究——以江西省老年旅游市場(chǎng)為例[J];旅游學(xué)刊;2003年03期

4 侯國(guó)林,尹貽梅,陳兢;上海老年人旅游行為特征及市場(chǎng)開發(fā)策略探討[J];人口與經(jīng)濟(jì);2005年05期

5 劉芳;傅云新;;我國(guó)城市低齡老年旅游市場(chǎng)的營(yíng)銷策略研究[J];商場(chǎng)現(xiàn)代化;2006年23期

本文編號(hào)：2062894