本文選題：特色鄉(xiāng)鎮(zhèn)旅游項(xiàng)目 + 營銷策略��； 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：特色鄉(xiāng)鎮(zhèn)旅游項(xiàng)目的出現(xiàn),是挖掘鎮(zhèn)域優(yōu)勢、實(shí)現(xiàn)經(jīng)濟(jì)快速發(fā)展的客觀需要,是促進(jìn)新農(nóng)村建設(shè),推進(jìn)城鎮(zhèn)化建設(shè),實(shí)現(xiàn)城鄉(xiāng)和諧發(fā)展的必然要求,更是對(duì)傳統(tǒng)旅游產(chǎn)品、旅游方式、旅游服務(wù)的有益補(bǔ)充,滿足了日益增長的旅游群體和不斷攀升的旅游頻率的差異化、個(gè)性化需求。薛莊鎮(zhèn)作為近年來發(fā)展起來的特色旅游鄉(xiāng)鎮(zhèn),具有優(yōu)質(zhì)的自然景觀資源,雄厚的現(xiàn)代農(nóng)業(yè)基礎(chǔ)、紅色的革命圣地、深厚的文化歷史資源,積極打造“文化古鎮(zhèn)、紅色經(jīng)典、山水福地、世外田園”的旅游品牌,重點(diǎn)發(fā)展生態(tài)旅游、紅色旅游、文化旅游、農(nóng)業(yè)旅游、工業(yè)旅游。目前,薛莊特色鄉(xiāng)鎮(zhèn)旅游年接待人次20多萬人次,居費(fèi)縣各旅游強(qiáng)鎮(zhèn)之首,已成為費(fèi)縣乃至魯西南特色鄉(xiāng)鎮(zhèn)旅游的優(yōu)質(zhì)品牌和地標(biāo)名片,對(duì)其他特色鄉(xiāng)鎮(zhèn)旅游具有帶動(dòng)和示范意義。薛莊特色鄉(xiāng)鎮(zhèn)旅游的快速發(fā)展,離不開鄉(xiāng)鎮(zhèn)制定和實(shí)施科學(xué)合理、豐富有效的營銷策略。因此本文選擇對(duì)其營銷策略進(jìn)行研究,希望能夠總結(jié)相關(guān)經(jīng)驗(yàn),發(fā)現(xiàn)不足和問題,提出建設(shè)性意見和建議。本文主要是通過實(shí)地調(diào)查、數(shù)據(jù)分析的手段,研究薛莊鎮(zhèn)特色鄉(xiāng)鎮(zhèn)旅游的發(fā)展現(xiàn)狀,分析薛莊鎮(zhèn)在開展特色鄉(xiāng)鎮(zhèn)旅游過程中取得成績和存在的問題,并結(jié)合薛莊鎮(zhèn)實(shí)際,利用工商管理的營銷管理知識(shí),提出具有針對(duì)性、指導(dǎo)性、實(shí)踐性、發(fā)展性的解決方案。本文首先對(duì)文中所使用的管理營銷有關(guān)概念和旅游營銷等一般概念進(jìn)行概述,對(duì)薛莊鎮(zhèn)特色旅游鄉(xiāng)鎮(zhèn)建設(shè)和發(fā)展情況進(jìn)行介紹。然后使用PEST模型分析了薛莊鎮(zhèn)開展特色鄉(xiāng)鎮(zhèn)旅游的內(nèi)部、外部環(huán)境,使用波特五力模型對(duì)薛莊鎮(zhèn)開展特色鄉(xiāng)鎮(zhèn)旅游的競爭環(huán)境進(jìn)行分析,使用SWOT分析方法對(duì)薛莊鎮(zhèn)開展特色鄉(xiāng)鎮(zhèn)旅游進(jìn)行全面系統(tǒng)的分析,總結(jié)出薛莊鎮(zhèn)的主要特色和優(yōu)勢定位;使用市場調(diào)查、數(shù)據(jù)分析等方法,對(duì)特色鄉(xiāng)鎮(zhèn)旅游營銷市場和客戶群體進(jìn)行細(xì)分,進(jìn)行市場定位;使用7P理論,確定景區(qū)的營銷體制和策略,并通過體驗(yàn)式營銷模式方法,完善營銷策略,形成薛莊鎮(zhèn)獨(dú)具特色的旅游營銷策略建議。
[Abstract]:The emergence of the characteristic town tourism project is the objective need to excavate the superiority of town area and realize the rapid development of economy. It is also the inevitable requirement of promoting the construction of new countryside, promoting the construction of urbanization and realizing the harmonious development of urban and rural areas, and it is also the requirement of traditional tourism products.The beneficial supplement of tourism mode and tourism service meets the needs of the increasing tourism groups and the increasing frequency of tourism differentiation and individuation.The tourism brand focuses on eco-tourism, red tourism, cultural tourism, agricultural tourism, industrial tourism.At present, Xue Zhuang's characteristic villages and towns have received more than 200,000 people a year, ranking first among the strong tourist towns in Fei County, and have become the high-quality brands and landmarks of villages and towns with special characteristics in Fei County and even southwest Shandong.Other characteristics of township tourism with driving and demonstration significance.The rapid development of township tourism with Xue Zhuang characteristics can not be separated from the establishment and implementation of scientific and rational marketing strategies.Therefore, this paper chooses to study its marketing strategy, hoping to sum up relevant experience, find out shortcomings and problems, and put forward constructive suggestions and suggestions.This article mainly through the field investigation, the data analysis means, studies Xue Zhuangzhen characteristic township tourism development present situation, analyzes Xue Zhuangzhen in the development characteristic township tourism process obtains the achievement and the existence question, and unifies Xue Zhuangzhen actual,Using the marketing management knowledge of business administration, the paper puts forward the solution with pertinence, guidance, practicality and development.This paper first summarizes the related concepts of management marketing and tourism marketing, and introduces the construction and development of Xue Zhuangzhen's characteristic tourist towns.Then using the PEST model to analyze the internal and external environment of Xue Zhuangzhen developing characteristic township tourism, and using Porter's five-force model to analyze the competitive environment of Xuezhuang township tourism with characteristics.Using the SWOT analysis method to carry on the comprehensive and systematic analysis to Xue Zhuangzhen to develop the characteristic township tourism, summarizes the Xuezhuang town's main characteristic and the superiority localization, uses the market investigation, the data analysis and so on method,The marketing system and strategy of scenic spot are determined by using 7p theory, and the marketing strategy is improved by means of experiential marketing mode.Form Xue Zhuangzhen unique tourism marketing strategy suggestions.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F592.7

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