【摘要】：經(jīng)歷了景點競爭、線路競爭、城市競爭后，旅游經(jīng)濟開始進入?yún)^(qū)域競爭時代，多邊區(qū)域合作成為旅游發(fā)展的潮流，而旅游資源發(fā)展與開發(fā)也相應(yīng)地由最初的資源導(dǎo)向開發(fā)階段，經(jīng)歷了資源與市場結(jié)合導(dǎo)向階段，發(fā)展到了現(xiàn)在的資源、市場與形象綜合導(dǎo)向階段。 近些年，旅游業(yè)的發(fā)展態(tài)勢如火如荼，旅游營銷也隨著此態(tài)勢而受到越來越多地關(guān)注。各旅游地、旅游景點和旅游企業(yè)都為了爭奪客源市場展開了激烈的營銷競爭，但因缺乏有效的資源整合與營銷策略，一系列問題隨之產(chǎn)生，所以迫切需要我們加大對城市旅游營銷研究的力度。本文采用的是理論探索與實踐研究相結(jié)合的方法，綜合運用市場營銷學(xué)、資源經(jīng)濟學(xué)、旅游營銷學(xué)等領(lǐng)域的有關(guān)理論，以資源整合為出發(fā)點對蕪湖旅游營銷策略的現(xiàn)狀和存在的問題進行了分析，在此基礎(chǔ)上，，對新形勢下蕪湖旅游營銷策略提出了構(gòu)想意見。論文主體部分由以下五章組成： 第一章概述了旅游資源整合和旅游營銷基礎(chǔ)理論，分析了資源整合對旅游營銷的意義，闡述了旅游營銷的發(fā)展歷程，使我們對旅游營銷形成一個基本的認識。 第二章對蕪湖旅游資源進行了詳細的分析，包括旅游資源的類型和特點，并闡述了蕪湖有利資源對安徽省的重要意義。 第三章對蕪湖旅游市場進行了梳理和分析，闡述了四種市場類型，并從宏觀和微觀兩個角度詳細分析了其市場環(huán)境，最后筆者依據(jù)“十二五”規(guī)劃對近期蕪湖旅游市場定位進行了闡述。 第四章對蕪湖目前旅游營銷策略進行了梳理，提出了四種常見的營銷策略，并分析了營銷策略的優(yōu)劣勢以及取得的成效和存在的不足之處。 第五章本著旅游營銷的基本理念，對基于資源整合的蕪湖旅游營銷策略提出了建議。 本文是資源整合理論在旅游地營銷中的應(yīng)用探索，希望能對蕪湖旅游營銷規(guī)劃和其他旅游地營銷研究提供一定的參考借鑒意義。
[Abstract]:After the competition of scenic spots, routes and cities, the tourism economy has entered the era of regional competition, multilateral regional cooperation has become the trend of tourism development, and the development and development of tourism resources has correspondingly changed from the initial stage of resource-oriented development. Experienced the combination of resources and market guidance stage, to the current resources, market and image comprehensive guidance phase. In recent years, the development of tourism is in full swing, and tourism marketing has received more and more attention. All tourist destinations, tourist attractions and tourism enterprises have launched fierce marketing competition in order to compete for the tourist market. However, due to the lack of effective resource integration and marketing strategies, a series of problems have arisen. Therefore, we urgently need to increase the intensity of urban tourism marketing research. This paper adopts the method of combining theoretical exploration with practical research, and makes comprehensive use of relevant theories in the fields of marketing, resource economics, tourism marketing, etc. Based on the analysis of the present situation and the existing problems of Wuhu tourism marketing strategy, the author puts forward some suggestions on Wuhu tourism marketing strategy under the new situation. The main body of the thesis consists of the following five chapters: the first chapter summarizes the basic theories of tourism resources integration and tourism marketing, analyzes the significance of resource integration to tourism marketing, and expounds the development course of tourism marketing. So that we form a basic understanding of tourism marketing. The second chapter makes a detailed analysis of Wuhu tourism resources, including the types and characteristics of tourism resources, and expounds the importance of Wuhu favorable resources to Anhui Province. The third chapter combs and analyzes Wuhu tourism market, expounds four kinds of market types, and analyzes its market environment in detail from macro and micro perspectives. Finally, according to the 12 th five-year plan, the author expounds the market orientation of Wuhu tourism in the near future. The fourth chapter combs the current tourism marketing strategies of Wuhu, puts forward four common marketing strategies, and analyzes the advantages and disadvantages of the marketing strategies, the results achieved and the shortcomings. In the fifth chapter, based on the basic concept of tourism marketing, the paper puts forward some suggestions on Wuhu tourism marketing strategy based on resource integration. This paper is the application of resource integration theory in tourism marketing, hoping to provide some reference for Wuhu tourism marketing planning and other tourism marketing research.
【學(xué)位授予單位】：安徽工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

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