立體交通線成型后天水旅游營銷策略研究
發(fā)布時間：2018-11-13 12:07
【摘要】：隨著天水將成為“大西三角經(jīng)濟(jì)區(qū)”的核心城市,針對天水將在十二五期間構(gòu)建以中心城區(qū)為中心,集公路、鐵路、航空三位一體的立體式綜合運(yùn)輸樞紐體系,面對天水旅游營銷的實際現(xiàn)狀,需要對營銷戰(zhàn)略定位并提出具體旅游營銷組合策略。 根據(jù)本文通過分析立體交通網(wǎng)絡(luò)輻射的新優(yōu)勢,交通規(guī)劃,分析交通與旅游相關(guān)性的分析。目前天水地區(qū)的公路建設(shè)以公路建設(shè)以“二橫三縱”雙“井”字型高速公路主骨架,鐵路建設(shè)以十字型建設(shè)為規(guī)劃,擴(kuò)大了1日經(jīng)濟(jì)圈的輻射。隨著天寶,天定高速天水過境段的完成,天水的旅游吸引物亟待挖掘以發(fā)展旅游產(chǎn)業(yè)提高游客的粘性。 首先結(jié)合天水本地景區(qū)的游客需求傾向問卷調(diào)研和西安市景區(qū)游客調(diào)研問卷對旅游消費(fèi)需求和旅游消費(fèi)習(xí)慣做的問卷調(diào)查,經(jīng)過對目標(biāo)消費(fèi)群體調(diào)查問卷進(jìn)行SPSS分析,得出結(jié)論：天水旅游市場現(xiàn)狀是：游客主要以周邊中短線游客為主體,游客以家庭為單位,休閑游為主要目的,自駕游為主要形式。通過對天水市目前旅游營銷現(xiàn)狀采用了SWOT分析,確定了解決中短線客戶的休閑游、自駕游的方案是打造以健康休閑主題樂園為核心,依托樂園建設(shè)自駕游基地項目。本文運(yùn)用吸引物管理理論和旅游目的地營銷理論為重點(diǎn)的旅游產(chǎn)品策略和旅游渠道策略做指導(dǎo),參考國內(nèi)外可以借鑒的旅游營銷思路,以旅游營銷G+4P觀念為主線,從旅游產(chǎn)品策略,渠道策略,價格策略,促銷策略以及政府營銷等5個角度進(jìn)行具體的營銷策略研究,同時提出營銷策略實施的要點(diǎn)。 本論文的主要解決的是交通便捷后,天水中短線目標(biāo)客戶群的休閑游和自駕游市場的營銷問題,在研究中創(chuàng)新性的提出了建設(shè)西部最大的健康休閑主題樂園的提法,初步構(gòu)建了天水旅游吸引物體系并用產(chǎn)品營銷的思路予以詮釋,構(gòu)架了天水旅游目的地營銷系統(tǒng)結(jié)構(gòu)。引入了微博營銷,口碑營銷,情感營銷,交叉營銷等新的營銷理念以提高發(fā)展地區(qū)旅游產(chǎn)業(yè)為主要目標(biāo)提出了立體交通線形成后天水旅游營銷組合策略。
[Abstract]:As Tianshui will become the core city of the "Great Western Triangle Economic Zone", a three-dimensional integrated transportation hub system will be constructed in the 12th Five-Year Plan period with the central urban area as the center, including highways, railways, and aviation. In the face of the actual situation of Tianshui tourism marketing, it is necessary to position the marketing strategy and put forward the specific tourism marketing combination strategy. Based on the analysis of the new advantages of stereo traffic network radiation and traffic planning, this paper analyzes the correlation between traffic and tourism. At present, the highway construction in Tianshui area is based on the main skeleton of "two horizontal, three vertical" and "double" well type freeway, and the railway construction is planned by cross-type construction, which expands the radiation of economic circle for one day. With the completion of Tianbao and Tianding high-speed Tianshui transit section, the tourist attraction of Tianshui needs to be excavated urgently in order to develop tourism industry to improve the viscidity of tourists. First of all, combining the questionnaire of tourist demand tendency of Tianshui local scenic spot and Xi'an scenic spot tourist survey questionnaire to the tourism consumption demand and the tourism consumption habit questionnaire, through the SPSS analysis to the target consumer group questionnaire. It is concluded that the present situation of Tianshui tourism market is that tourists mainly take the peripheral short-range tourists as the main body, the tourists take the family as the unit, the leisure travel as the main purpose, and the self-driving tour as the main form. Based on the SWOT analysis of the present tourism marketing situation in Tianshui City, this paper determines the solution to the leisure tour of short-range customers. The scheme of self-driving tour is to build a theme park with healthy leisure as the core and build a self-driving base project based on the park. This article uses the attraction management theory and the tourism destination marketing theory as the key tourism product strategy and the tourism channel strategy as the instruction, consults the domestic and foreign tourism marketing thought which may draw lessons from, takes the tourism marketing G4P idea as the main line, From five aspects of tourism product strategy, channel strategy, price strategy, promotion strategy and government marketing, the paper studies the specific marketing strategy, and puts forward the key points of the implementation of marketing strategy. The main solution of this paper is to solve the marketing problems of leisure tour and self-driving tour market in Tianshui short term target customer group after convenient transportation. In the research, the author puts forward the proposal of constructing the largest healthy leisure theme park in the west. This paper preliminarily constructs the attraction system of Tianshui tourism and interprets it with the idea of product marketing, and constructs the structure of the tourism destination marketing system of Tianshui. Introducing new marketing concepts such as Weibo marketing, word-of-mouth marketing, emotional marketing, cross-marketing and so on, this paper puts forward the marketing combination strategy of Tianshui tourism after the formation of three-dimensional traffic line.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7;F274
本文編號：2329057
[Abstract]:As Tianshui will become the core city of the "Great Western Triangle Economic Zone", a three-dimensional integrated transportation hub system will be constructed in the 12th Five-Year Plan period with the central urban area as the center, including highways, railways, and aviation. In the face of the actual situation of Tianshui tourism marketing, it is necessary to position the marketing strategy and put forward the specific tourism marketing combination strategy. Based on the analysis of the new advantages of stereo traffic network radiation and traffic planning, this paper analyzes the correlation between traffic and tourism. At present, the highway construction in Tianshui area is based on the main skeleton of "two horizontal, three vertical" and "double" well type freeway, and the railway construction is planned by cross-type construction, which expands the radiation of economic circle for one day. With the completion of Tianbao and Tianding high-speed Tianshui transit section, the tourist attraction of Tianshui needs to be excavated urgently in order to develop tourism industry to improve the viscidity of tourists. First of all, combining the questionnaire of tourist demand tendency of Tianshui local scenic spot and Xi'an scenic spot tourist survey questionnaire to the tourism consumption demand and the tourism consumption habit questionnaire, through the SPSS analysis to the target consumer group questionnaire. It is concluded that the present situation of Tianshui tourism market is that tourists mainly take the peripheral short-range tourists as the main body, the tourists take the family as the unit, the leisure travel as the main purpose, and the self-driving tour as the main form. Based on the SWOT analysis of the present tourism marketing situation in Tianshui City, this paper determines the solution to the leisure tour of short-range customers. The scheme of self-driving tour is to build a theme park with healthy leisure as the core and build a self-driving base project based on the park. This article uses the attraction management theory and the tourism destination marketing theory as the key tourism product strategy and the tourism channel strategy as the instruction, consults the domestic and foreign tourism marketing thought which may draw lessons from, takes the tourism marketing G4P idea as the main line, From five aspects of tourism product strategy, channel strategy, price strategy, promotion strategy and government marketing, the paper studies the specific marketing strategy, and puts forward the key points of the implementation of marketing strategy. The main solution of this paper is to solve the marketing problems of leisure tour and self-driving tour market in Tianshui short term target customer group after convenient transportation. In the research, the author puts forward the proposal of constructing the largest healthy leisure theme park in the west. This paper preliminarily constructs the attraction system of Tianshui tourism and interprets it with the idea of product marketing, and constructs the structure of the tourism destination marketing system of Tianshui. Introducing new marketing concepts such as Weibo marketing, word-of-mouth marketing, emotional marketing, cross-marketing and so on, this paper puts forward the marketing combination strategy of Tianshui tourism after the formation of three-dimensional traffic line.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7;F274
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，本文編號：2329057
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