發(fā)布時間：2018-01-20 09:46

  本文關(guān)鍵詞： 品牌營銷 鄉(xiāng)村旅游 海南　出處：《西南石油大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：鄉(xiāng)村旅游作為連續(xù)城市和鄉(xiāng)村的紐帶,在解決“三農(nóng)”問題,加快實現(xiàn)社會主義新農(nóng)產(chǎn)建設(shè)和城鄉(xiāng)統(tǒng)籌發(fā)展過程中起了不可忽視的推動作用。近年來海南鄉(xiāng)村旅游得到了長足發(fā)展,滿足了市場的需求,但鄉(xiāng)村旅游地的競爭日益加劇,導(dǎo)致品牌影響薄弱和市場認(rèn)可度低、缺乏品牌意識和品牌營銷觀念、主題開發(fā)欠缺和缺乏鮮明的鄉(xiāng)村旅游形象、鄉(xiāng)村旅游網(wǎng)絡(luò)營銷建設(shè)滯后,且網(wǎng)絡(luò)信息不夠全面、更新速度慢等方面的問題,嚴(yán)重影響了鄉(xiāng)村旅游的發(fā)展。再加上我國是個發(fā)展中國家,目前鄉(xiāng)村旅游的發(fā)展還處于初始階段,鄉(xiāng)村旅游的經(jīng)濟效益及營銷成為專家學(xué)者感興趣的焦點。因此,跟經(jīng)濟利益直接相關(guān)的鄉(xiāng)村旅游開發(fā)成為當(dāng)前研究的熱點。本文運用文獻綜述研究的方法,對品牌營銷及理論概念進行界定。然后通過海南鄉(xiāng)村旅游品牌營銷現(xiàn)狀,結(jié)合具體案例,對海南鄉(xiāng)村旅游品牌營銷現(xiàn)狀進行分析。接著運用SWOT分析對海南鄉(xiāng)村旅游品牌營銷的環(huán)境分析,海南發(fā)展鄉(xiāng)村旅游品牌營銷方面,擁有良好的自然環(huán)境、豐富的黎苗風(fēng)情、便利的區(qū)位優(yōu)勢、產(chǎn)業(yè)的后發(fā)優(yōu)勢等優(yōu)勢條件,面臨良好的市場前景、宏觀政策支持、地方政府支持、客源基礎(chǔ)廣泛等外部機遇,但是也有鄉(xiāng)村旅游發(fā)展規(guī)劃落后、鄉(xiāng)村旅游基礎(chǔ)設(shè)施薄弱、鄉(xiāng)村旅游產(chǎn)品單一、鄉(xiāng)村旅游品牌建設(shè)緩慢、鄉(xiāng)村旅游人才缺乏的劣勢條件,同時還面臨其他地方的競爭、旅游市場秩序混亂、旅游市場的不穩(wěn)定、產(chǎn)品創(chuàng)新挑戰(zhàn)的外部競爭。最后從品牌定位和目標(biāo)市場選擇、產(chǎn)品設(shè)計、營銷與傳播手段、品牌管理、基礎(chǔ)保障等方面提出了海南鄉(xiāng)村旅游品牌營銷策略。海南鄉(xiāng)村旅游品牌營銷在品牌定位方面應(yīng)構(gòu)建集鄉(xiāng)村觀光、鄉(xiāng)村休閑、鄉(xiāng)村度假等為一體的多元化鄉(xiāng)村旅游產(chǎn)品體系,瞄準(zhǔn)內(nèi)陸游客市場,優(yōu)先提升熱帶海島觀光類旅游產(chǎn)品、不斷豐富鄉(xiāng)土民俗休閑類旅游產(chǎn)品、大力培育主題休閑度假類型旅游產(chǎn)品。通過節(jié)事活動、廣告、公關(guān)活動、網(wǎng)絡(luò)營銷等渠道進行品牌的宣傳。通過品牌建設(shè)支持系統(tǒng)、品牌監(jiān)測、品牌危機管理,加強鄉(xiāng)村旅游品牌的管理。同時,通過科學(xué)規(guī)劃、完善基礎(chǔ)設(shè)施、注重人才作用,做好海南鄉(xiāng)村旅游品牌營銷的基礎(chǔ)保障。
[Abstract]:Rural tourism as a continuous city and rural ties, in the solution of the "three rural" problem. Accelerating the realization of socialist new agricultural products construction and the overall development of urban and rural areas has played an important role in promoting. In recent years, rural tourism in Hainan has been greatly developed to meet the needs of the market. However, the competition of rural tourism places is increasingly intensified, leading to weak brand impact and low market recognition, lack of brand awareness and brand marketing concept, lack of theme development and lack of a clear image of rural tourism. The rural tourism network marketing construction lags behind, and the network information is not comprehensive enough, the renewal speed is slow, has seriously affected the rural tourism development. In addition, our country is a developing country. At present, the development of rural tourism is still in the initial stage, the economic benefits of rural tourism and marketing has become the focus of interest of experts and scholars. The development of rural tourism, which is directly related to economic benefits, has become the focus of current research. Then through the current situation of Hainan rural tourism brand marketing combined with specific cases. This paper analyzes the current situation of rural tourism brand marketing in Hainan, and then uses SWOT analysis to analyze the environment of Hainan rural tourism brand marketing. Hainan has a good natural environment for the development of rural tourism brand marketing. Rich Li Miao amorous feelings, convenient location advantages, industrial advantages and other advantages, facing good market prospects, macro policy support, local government support, a wide base of customers and other external opportunities. But there are also backward rural tourism development planning, rural tourism infrastructure is weak, rural tourism products are single, rural tourism brand construction is slow, rural tourism talents lack of inferior conditions. At the same time, it also faces the competition of other places, the chaos of tourism market, the instability of tourism market, the external competition of product innovation challenge. Finally, from the brand positioning and target market selection, product design. Marketing and communication means, brand management, basic security and other aspects of Hainan rural tourism brand marketing strategy. Hainan rural tourism brand marketing in brand positioning should build a collection of rural tourism, rural leisure. Rural vacation and other diversified rural tourism products system, aiming at the inland tourist market, priority to promote the tropical island tourism products, and constantly enrich the local folk leisure tourism products. Vigorously cultivate theme leisure vacation type of tourism products. Through festival activities, advertising, public relations activities, network marketing and other channels to promote the brand. Through brand building support system, brand monitoring, brand crisis management. At the same time, through scientific planning, perfecting infrastructure, paying attention to the role of talents, we should do a good job of the basic guarantee of rural tourism brand marketing in Hainan.
【學(xué)位授予單位】：西南石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F592.7;F327

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