【摘要】：旅游業(yè)是戰(zhàn)略性的產(chǎn)業(yè)。隨著經(jīng)濟的快速發(fā)展，我國旅游業(yè)的發(fā)展取得了長足的進步，旅游業(yè)對經(jīng)濟產(chǎn)業(yè)鏈的拉動作用也越來越明顯，旅游市場營銷在其中發(fā)揮的作用越來越重要。市場營銷策略不僅影響到一地旅游業(yè)的發(fā)展，而且也關(guān)系到當(dāng)?shù)芈糜慰偸杖氲奶岣咭约皩Ξ?dāng)?shù)芈糜谓?jīng)濟拉動作用的發(fā)揮。經(jīng)過近些年來的發(fā)展,瑪納斯縣旅游產(chǎn)業(yè)也在產(chǎn)品包裝、宣傳促銷、發(fā)展規(guī)劃等方面取得了較大的成就，但是在市場細分、市場定位、營銷策略和服務(wù)方面還存在一些問題，市場定位不準確和市場營銷策略模糊嚴重影響了瑪納斯旅游產(chǎn)業(yè)的快速持續(xù)發(fā)展。如何提高瑪納斯縣的知名度，挖掘其深厚的文化底蘊和豐富的旅游資源，實現(xiàn)經(jīng)濟利益最大化，是瑪納斯縣旅游發(fā)展面臨問題。 本文是在參考大量國內(nèi)外相關(guān)領(lǐng)域的文獻資料的基礎(chǔ)上，運用文獻調(diào)研法、實地調(diào)查法。本文的研究內(nèi)容是瑪納斯縣的旅游營銷，由六個章節(jié)組成，第一章為緒論，簡單闡述旅游業(yè)的概況，提出本文的研究方法、思路。第二章為概念界定與相關(guān)理論述評。第三章介紹了瑪納斯節(jié)組成。第一章為縣旅游業(yè)發(fā)展環(huán)境與現(xiàn)狀分析.第四章，第五章是本文的核心內(nèi)容，，其結(jié)合了瑪納斯縣實際，利用了SWOT分析、市場細分、目標(biāo)市場選擇、定位、4C營銷組合等經(jīng)典營銷理論對瑪納斯縣的旅游營銷進行梳理和研究。第六章是瑪納斯縣旅游營銷策略保障措施。 本文通過運用工商管理相關(guān)理論，深入進行瑪納斯縣旅游營銷環(huán)境分析，看清瑪納斯縣旅游發(fā)展的機會、威脅、優(yōu)勢、劣勢，制定相應(yīng)的戰(zhàn)略；進行市場細分，結(jié)合自身旅游資源評價，確立不同的目標(biāo)市場，并提出自己的獨特定位；在營銷策略方面，除了按照4C策略框架從消費者，成本，便利和溝通四方面進行分析考慮，更是強調(diào)了品牌建設(shè)以及在新的技術(shù)環(huán)境下產(chǎn)生的網(wǎng)絡(luò)營銷的重要性。通過研究，本文為瑪納斯縣旅游未來發(fā)展提供了一些參考。但由于本人閱歷尚淺，有些問題還需更深一步的研究，文中不足之處，懇請各位專家學(xué)者指正。
[Abstract]:Tourism is a strategic industry. With the rapid development of economy, the development of tourism industry in China has made great progress, the role of tourism to the economic and industrial chain is more and more obvious, and the role of tourism marketing is becoming more and more important. Marketing strategy not only affects the development of tourism, but also relates to the increase of local tourism income and the development of local tourism economy. After recent years of development, the tourism industry in Manas County has also made great achievements in product packaging, promotion and promotion, development planning, etc. However, there are still some problems in market segmentation, market positioning, marketing strategies and services. Inaccurate market positioning and vague marketing strategy have seriously affected the rapid and sustainable development of Manas tourism industry. How to improve the popularity of Manas County, excavate its profound cultural background and rich tourism resources, and realize the maximum economic benefits are the problems facing the tourism development of Manas County. On the basis of reference to a large number of domestic and foreign literature, this paper applies the method of literature investigation and field investigation. The research content of this paper is the tourism marketing of Manas County, which is composed of six chapters. The first chapter is the introduction, which briefly expounds the general situation of tourism industry, and puts forward the research methods and ideas of this paper. The second chapter is a review of the definition of concepts and related theories. The third chapter introduces the composition of Manas Festival. The first chapter is the analysis of the development environment and present situation of county tourism. Chapter four, Chapter five is the core content of this paper, which combines the reality of Manas County, using SWOT analysis, market segmentation, target market selection, positioning, 4 C marketing combination and other classic marketing theory of Manas County tourism marketing comb and research. The sixth chapter is Manas county tourism marketing strategy safeguard measure. Based on the theory of business administration, this paper makes a thorough analysis of the tourism marketing environment in Manas County, and makes a clear understanding of the opportunities, threats, strengths and weaknesses of tourism development in Manas County, and formulates the corresponding strategies. Market segmentation, combined with their own tourism resources evaluation, establish different target markets, and put forward their own unique positioning; In the aspect of marketing strategy, in addition to analyzing and considering from consumer, cost, convenience and communication according to 4C strategic framework, it emphasizes the importance of brand building and network marketing under the new technology environment. Through the study, this paper provides some references for the future development of tourism in Manas County. However, due to my shallow experience, some problems need to be further studied, so I urge all experts and scholars to correct them.
【學(xué)位授予單位】：石河子大學(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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本文編號：2375360