【摘要】：棗莊市作為一座資源枯竭型城市,經(jīng)濟(jì)轉(zhuǎn)型之路在全國上下引起很大的轟動效應(yīng),其中轉(zhuǎn)型之一文化旅游產(chǎn)業(yè)——臺兒莊古城便是其中的一個核心旅游產(chǎn)品,聚集了很大的人氣。臺兒莊古城2008年恢復(fù)重建,2010年五一對外試運營,先后被評為中國最美水鄉(xiāng)、全國首家文化遺產(chǎn)公園、國家AAAAA級旅游景區(qū)等殊榮,入圍中國最具潛力十大古城。2012年累計接待游客近500萬人次。一個新建的古城景區(qū),其作為旅游產(chǎn)品開發(fā)較晚,在很多方面仍處于較低水平,如此短的時間內(nèi),在國內(nèi)外的知名度、美譽度節(jié)節(jié)攀升,其背后的營銷策略值得探討。目前,國內(nèi)還沒有更多的學(xué)者對臺兒莊古城營銷策略進(jìn)行系統(tǒng)的分析,鑒于此,本文試圖通過運用市場營銷理論、營銷觀等理論,對臺兒莊古城的旅游產(chǎn)品進(jìn)行SWOT分析,提出適合臺兒莊古城旅游產(chǎn)品的營銷策略。 本文首先介紹了市場營銷4PS、4CS、4RS、4V理論,總結(jié)國內(nèi)外旅游產(chǎn)品營銷的相關(guān)理論,奠定了整個論文的理論框架。進(jìn)而對臺兒莊古城旅游產(chǎn)品進(jìn)行SWOT分析,找出古城營銷存在的問題、成因、機(jī)遇及挑戰(zhàn),基于4PS與4V營銷理論提出了古城旅游產(chǎn)品營銷的產(chǎn)品策略、價格策略、渠道策略、促銷策略、人員策略等,同時將營銷觀應(yīng)用到古城產(chǎn)品的營銷中,以期完善提升古城營銷理論體系與支撐。第五章提出通過組織保障、投入保障和人力資源保障等措施,保障臺兒莊古城旅游產(chǎn)品營銷策略的實施。本文第六章概括了論文的研究成果及不足之處。 運用現(xiàn)代市場營銷相關(guān)理論、方法和旅游營銷觀對臺兒莊古城旅游產(chǎn)品的營銷活動做了較為系統(tǒng)的分析,具有突出的應(yīng)用特色。
[Abstract]:As a resource-exhausted city, the road of economic transformation in Zaozhuang has caused a great sensation in the whole country. Among them, one of the cultural tourism industry, the ancient city of Taierzhuang, is one of the core tourism products. A great deal of popularity has been gathered. Taierzhuang ancient city was rebuilt in 2008 and put into operation on May 1, 2010. It has been ranked as the most beautiful water town in China, the first cultural heritage park in the country, and the national AAAAA class tourist attraction, etc. The top ten most potential ancient cities in China. In 2012, the total number of tourists received nearly 5 million. A newly built ancient city scenic spot, which is developed late as a tourist product, is still at a low level in many aspects. In such a short time, the popularity and reputation of the scenic spot at home and abroad are rising, and the marketing strategy behind it is worth discussing. At present, there are no more scholars on the Taierzhuang ancient city marketing strategy system analysis, in view of this, this article attempts to use the marketing theory, marketing theory and other theories, the tourism products of Taierzhuang ancient city SWOT analysis, Put forward the marketing strategy suitable for the tourism products of Taierzhuang ancient city. This paper first introduces the theory of marketing 4PSX 4CSN 4RS 4V, summarizes the related theories of domestic and foreign tourism product marketing, and establishes the theoretical framework of the whole paper. Then, through SWOT analysis of the tourism products of Taierzhuang ancient city, the problems, causes, opportunities and challenges of the ancient city marketing are found. Based on the 4PS and 4V marketing theory, the product strategy, price strategy and channel strategy of the ancient city tourism product marketing are put forward. At the same time, the marketing concept is applied to the marketing of ancient city products in order to improve the marketing theory system and support. Chapter five puts forward some measures such as organization guarantee, investment guarantee and human resource guarantee to ensure the implementation of tourism product marketing strategy in Taierzhuang ancient city. The sixth chapter of this paper summarizes the research results and shortcomings. This paper makes a systematic analysis of the marketing activities of tourism products in Taierzhuang ancient city by using the relevant theories, methods and concepts of tourism marketing in Taierzhuang, with outstanding application characteristics.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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