本文選題：九寨溝 + 景區(qū)��； 參考：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 九寨溝國家級風(fēng)景名勝區(qū)地處川西北,景區(qū)擁有獨(dú)特的自然資源,以高山湖泊群、瀑布群及鈣化灘流為主體,同時(shí)擁有豐富的生物資源和藏羌文化,極具科學(xué)研究和旅游價(jià)值。景區(qū)自1984年對外開放以來,先后被列入了《世界自然遺產(chǎn)名錄》、《世界生物圈保護(hù)區(qū)》、“綠色環(huán)球21”,游客人數(shù)從1984年的2.7萬人次增至2006年的231萬人次,增加約85倍,旅游收入達(dá)創(chuàng)記錄的4.5億元人民幣。與此相對比的是,在這200多萬人次的游客中,外國游客數(shù)為101,130人次,入境游客比例只占到旅游者總數(shù)大約4.38%,游客結(jié)構(gòu)失衡。 澳大利亞經(jīng)濟(jì)發(fā)達(dá),居民可自由支配收入和時(shí)間多,是一個(gè)高質(zhì)量的市場,也是中國一個(gè)重要的國際客源國,拓展澳大利亞國際市場具有積極意義。但九寨溝管理局統(tǒng)計(jì)數(shù)據(jù)顯示,近幾年來澳洲游客人數(shù)始終無明顯增長,游客總數(shù)僅占九寨溝境外游客的1%左右。九寨溝管理局每年在澳洲市場投入的人力、物力、財(cái)力和其門票收入相比收不抵支。 開展卓有成效的國際市場營銷,是全球化條件下我國建設(shè)國際性旅游目的地的必由之路,因此需要我們對客源市場有更為精準(zhǔn)的認(rèn)識和把握,形成正確的戰(zhàn)略和行動(dòng)。本文以九寨溝景區(qū)為例,對目標(biāo)對象澳大利亞進(jìn)行市場細(xì)分,設(shè)定更加符合市場預(yù)期的九寨溝目的地形象定位與宣傳理念,制定具備可操作性的促銷方案,以期對旅游景區(qū)開拓國際市場提供可借鑒的思路。 本著發(fā)現(xiàn)問題-分析問題-解決問題的基本思路,文章分為五個(gè)部分。第一部分為緒論部分,第二部分至第五部分為正文部分。第二部分是對景區(qū)作為旅游目的地類型之一,其營銷理論框架的綜述,第三部分是九寨溝開拓澳大利亞市場的必要性和可行性分析。第四部分是九寨溝的澳大利亞客源市場現(xiàn)狀和問題分析。第五部分,針對現(xiàn)有狀況和問題,結(jié)合澳洲市場特點(diǎn)和九寨溝形象定位,筆者提出了營銷對策方案。本文注重可操作性,力求將理論研究與實(shí)際操作融為一體,為九寨溝景區(qū)開拓澳大利亞市場提供切實(shí)可行、有特色的營銷對策。 第一章為包括研究的背景和選題的意義,文獻(xiàn)綜述,以及研究思路和方法,為正文的具體論述做好了鋪墊。文獻(xiàn)綜述主要分為國外和國內(nèi)兩個(gè)部分。國外近10年對旅游目的地營銷的研究也尚未形成系統(tǒng)的框架,主要涉及3大方面,由最初的旅游目的地形象研究向其他視角擴(kuò)展,開始關(guān)注政府營銷組織和信息技術(shù)在旅游目的地營銷中的應(yīng)用。國內(nèi)目前關(guān)于旅游目的地開拓國際市場的研究多集中于三個(gè)方面:其一,有關(guān)某一旅游目的地客源市場的特征分析及開發(fā)對策研究。其二,有關(guān)某一旅游目的地在目標(biāo)客源市場的定位分析,該領(lǐng)域的研究比較成熟。其三,有關(guān)某一旅游目的地在特定客源市場的促銷策略研究。在此類研究中,市場營銷和企業(yè)管理的有關(guān)理論得到了充分的運(yùn)用,根據(jù)各個(gè)不同客源市場的特點(diǎn)和各利益方的目標(biāo)來制定適當(dāng)?shù)拇黉N策略。 第二章對旅游目的地的概念和類型進(jìn)行了認(rèn)定和劃分,對旅游目的地營銷的各個(gè)階段和發(fā)展趨勢進(jìn)行了闡述,最后對旅游目的地營銷的理論基礎(chǔ)進(jìn)行了羅列和歸納,以此作為依據(jù),展開對九寨溝風(fēng)景區(qū)針對澳大利亞市場營銷對策的層層剖析和研究。 第三章對九寨溝開拓澳大利亞市場的必要性和可行性進(jìn)行了分析。首先是對必要性的分析,認(rèn)為開拓澳洲國際市場,發(fā)展入境旅游能增加外匯收入,是構(gòu)建具有國際知名度的精品旅游區(qū)的需要,同時(shí)為了規(guī)避國內(nèi)市場飽和游客數(shù)下滑風(fēng)險(xiǎn),利用南北半球季節(jié)差異,通過澳洲反季節(jié)客源刺激九寨冬季旅游。其次是對可行性的分析,認(rèn)為澳大利亞經(jīng)濟(jì)發(fā)達(dá),居民可自由支配收入和時(shí)間多,政治穩(wěn)定,同中國邦交良好,且人口集中在東南部沿海城市,便于營銷宣傳活動(dòng)的開展。最重要的是澳大利亞氣候溫?zé)?缺乏冰雪景致,九寨溝的冬天景色對其有較強(qiáng)的吸引力。 第四章是九寨溝的澳大利亞客源市場現(xiàn)狀和問題分析。首先通過一系列數(shù)據(jù)和事例說明九寨溝景區(qū)在澳洲市場營銷收不抵支,澳洲游客數(shù)徘徊不前,營銷手段和渠道單一且花費(fèi)較高。其次對問題從三個(gè)層面進(jìn)行了分析,一是產(chǎn)品層面,以觀光產(chǎn)品為主,忽視藏羌文化和生態(tài)、探險(xiǎn)游的發(fā)展推廣,而澳大利亞人熱愛自然和運(yùn)動(dòng),澳洲游客越來越傾向于生態(tài)旅游、文化體驗(yàn)、探索式旅游。九寨溝景區(qū)的產(chǎn)品形象定位和設(shè)計(jì)不能由單純的欣賞自然風(fēng)光構(gòu)成,需進(jìn)一步尋求突破;二是渠道層面,現(xiàn)有渠道相對單一且花費(fèi)高,效果不理想,信息不能直接傳遞給澳洲旅游者;三是促銷層面,澳洲是九寨溝最近幾年才開拓的新興國際市場,經(jīng)驗(yàn)不足,缺乏有針對性的促銷組合,尚未與阿壩州或四川各景點(diǎn)形成聯(lián)盟優(yōu)勢,九寨溝在澳洲的知名度還有待進(jìn)一步拓展,導(dǎo)致在國際市場上陷入“好酒也怕巷子深”的尷尬境地。 第五章是在前面提出問題,分析問題產(chǎn)生原因基礎(chǔ)之上,提出九寨溝開拓澳大利亞國際市場的對策,綜合運(yùn)用了市場營銷學(xué)、管理學(xué)、區(qū)域經(jīng)濟(jì)學(xué)和心理學(xué)的知識,是文章的核心部分。包括: 1.澳洲市場細(xì)分和確定目標(biāo)市場。首先對澳洲市場的人口特征進(jìn)行了分析,認(rèn)為澳洲具有多民族融合而成的多元文化,澳大利亞人追求平等自由,愛好休閑運(yùn)動(dòng),澳大利亞來華旅游者對中國古老的東方文化有著濃厚的興趣,對民族風(fēng)情情有獨(dú)鐘,人員構(gòu)成專業(yè)技術(shù)人員和商貿(mào)人員為主,目的以觀光游覽、商務(wù)和休閑度假為主,其中市場呈現(xiàn)出地域和年齡的相對集中性,華僑華人占有一定比例以散客自助游為主平均停留時(shí)間較長,結(jié)束中國游程后前往香港的游客占一定比重。在了解了澳大利亞人口特征和旅游行為特征以后,按照年齡要素對市場進(jìn)行了細(xì)分,最后在當(dāng)前階段把澳大利亞的主要目標(biāo)市場鎖定為:25-55歲,有一定經(jīng)濟(jì)收入,受過良好教育,喜歡觀光休閑和文化體驗(yàn)的中青年自助游者。 2.九寨溝景區(qū)旅游形象USP定位及產(chǎn)品策劃。利用USP (Unique Selling Proposition)即獨(dú)特的銷售主張這一理論框架,通過對九寨溝景區(qū)地脈、文脈、核心資源、競爭者澳大利亞國家公園烏盧魯-卡塔曲塔國家公園、澳洲客源市場受眾的分析,最終把九寨溝景區(qū)旅游形象USP定位確定為:在突顯自然水景特色的同時(shí),進(jìn)行富有藏羌民俗特色的體驗(yàn)旅游和生態(tài)旅游。這就要求繼續(xù)完善成熟的Y字形觀光線路,加快開發(fā)以體驗(yàn)休閑為主題的扎如溝,抓緊對中查溝的調(diào)研論證工作,整合大九寨產(chǎn)品組合,形成旅游精品集群。 3.打通九寨溝開拓澳洲市場的營銷渠道。澳大利亞距離中國遙遠(yuǎn),經(jīng)濟(jì)發(fā)達(dá),目標(biāo)人群具有受教育程度高,友善愛交朋友,喜歡自助游休閑游等特點(diǎn),而讓澳大利亞人接受九寨溝的前提是讓他們有恰當(dāng)?shù)耐緩浇邮盏疥P(guān)于九寨溝的信息,因此打通九寨溝營銷渠道是進(jìn)行促銷活動(dòng)的關(guān)鍵,具體包括合理發(fā)揮政府和官方組織的權(quán)威推介作用,充分利用互聯(lián)網(wǎng)提高信息傳達(dá)的數(shù)量和質(zhì)量,通過遍布澳洲和中國的國際青年旅舍鋪開宣傳網(wǎng)絡(luò)等。 4.九寨溝開拓澳大利亞市場促銷對策的制定。本節(jié)在前面的分析基礎(chǔ)上,依據(jù)九寨溝迥異的四季確定四套促銷主題,再根據(jù)主題選擇不同的促銷工具有計(jì)劃的提前開展工作,強(qiáng)化各個(gè)季節(jié)的旅游產(chǎn)品特色,強(qiáng)調(diào)民俗風(fēng)情與自然美景的結(jié)合。四主題分別為:靜謐冬韻,繹動(dòng)春色,輕松一夏,繽紛秋景。其中由于九寨溝冬季產(chǎn)品是對澳大利亞熱帶、亞熱帶景致的良好補(bǔ)充,又由于南北半球季節(jié)差異,九寨的冬天是澳洲的夏天,適逢圣誕等長假,重點(diǎn)放在宣傳到九寨溝過一個(gè)真正的白色圣誕節(jié)。故將九寨溝冬季旅游作為對澳洲市場促銷的主打產(chǎn)品,需要提前多管齊下,進(jìn)行密集宣傳。具體到不同的促銷工具,本文大致分為四類,一為廣告促銷——找準(zhǔn)澳大利亞傳統(tǒng)強(qiáng)勢媒體,二為公共關(guān)系促銷——利用九寨溝節(jié)事活動(dòng)(冬季為主),三為利用人員推銷——通過中國在澳大利亞的留學(xué)生和在華澳大利亞人口碑效應(yīng)宣傳九寨溝,四為營業(yè)推廣——與航空公司等利益相關(guān)者開展緊密合作。 本文的選題具有一定的創(chuàng)新性,因?yàn)闅v年來對九寨溝國家級風(fēng)景名勝區(qū)的研究多集中在國內(nèi)市場的開發(fā),環(huán)境保護(hù),可持續(xù)發(fā)展和藏羌文化的傳承和開發(fā)上,針對國際市場的營銷對策尚沒有比較成型的成果。九寨溝景區(qū)作為我國著名的5A級景區(qū),應(yīng)該在國際市場開拓方面走在其他景區(qū)前面,起到示范帶頭作用,本文在一定程度上彌補(bǔ)了這方面的不足。 研究澳大利亞國際市場的開拓,一方面是因?yàn)榘拇罄麃喬厥獾牡乩砦恢煤蜌夂颦h(huán)境,九寨溝現(xiàn)有冬季產(chǎn)品是對其良好的補(bǔ)充,對于平衡九寨溝客流量季節(jié)的懸殊差異,穩(wěn)定景區(qū)收入,有著積極的意義。更為重要的是,研究澳大利亞市場的特點(diǎn)對于進(jìn)一步研究南半球其他客源市場和有類似心理行為特征的發(fā)達(dá)國家有借鑒意義。 在具體研究方法上,設(shè)計(jì)了英文問卷對來九寨溝旅游的澳大利亞人進(jìn)行隨機(jī)調(diào)查和深度訪談,雖然因?yàn)闃颖玖窟^小無法進(jìn)行實(shí)證研究,但也對之后提出的對策產(chǎn)生了正面的引導(dǎo)作用。提出根據(jù)九寨溝四季風(fēng)景的迥異,推出針對澳洲市場的四個(gè)促銷主題,一定程度上豐富了旅游景區(qū)營銷操作理論和方法。
[Abstract]:The scenic spot is located in the northwest of Sichuan with unique natural resources . It has abundant biological resources and Tibetan and Qiang culture . It has abundant biological resources and Tibetan and Qiang culture , and has scientific research and tourism value .


Australia ' s economy is developed , the residents can freely dispose of income and time , is a high - quality market , is also an important international guest country of China , expands the Australian international market has positive significance . But the statistics show that the number of tourists in Australia has not increased obviously in recent years .


The successful international marketing is the only way to build an international tourism destination under the conditions of globalization . Therefore , we need to know and grasp the market of the tourist market more accurately and form the correct strategy and action . In this paper , taking Jiuzhaizou scenic spot as an example , the target object Australia is divided into market segments , which is more consistent with the market expectation of Jiuzhaogou Destination Image Orientation and Publicity , and develops a feasible promotion scheme with a view to providing a reference for the development of international markets in tourist attractions .


The article is divided into five parts . The first part is the introduction part , the second part to the fifth part is the body part . The second part is the overview of the tourism destination type of the scenic spot , its marketing theory frame , the third part is Jiuzhaogou to open the Australian market . The fourth part is Jiuzhaogou ' s Australian tourist market present situation and the feasibility analysis . The fourth part is to combine the characteristic of Australia market and the Jiuzhaogou image localization , the author put forward the marketing countermeasure scheme . This article lays stress on the maneuverability , tries to integrate the theory research and the practical operation into a whole , provides the practical and characteristic marketing countermeasure for the Jiuzhaogou scenic spot to open up the Australian market .


The first chapter is about the background of the research and the significance of choosing the topic , the literature review , and the research thoughts and methods , which are mainly divided into two parts : foreign and domestic . The research on the tourism destination marketing in the past 10 years has not yet formed the framework of the system .


In the second chapter , the concept and type of tourism destination are identified and divided , the stages and development trend of tourism destination marketing are described , and the theoretical basis of tourism destination marketing is analyzed and summarized .


The third chapter analyzes the necessity and feasibility of exploiting the Australian market in Jiuzhai Valley . First of all , it is necessary to analyze the necessity . It is believed that the development of the international market of Australia can increase the foreign exchange income . In order to avoid the risk of the decline of the number of saturated tourists in the domestic market , and to avoid the risk of declining the number of saturated tourists in the domestic market , this paper points out that the Australian economy is developed , the residents can freely dispose of the income and time , political stability , and the development of marketing propaganda activities . The most important is that the Australian climate is warm , lack of ice and snow scenery , and the winter scenery of Jiuzhaogou is attractive to it .


The fourth chapter is the analysis of the present situation and problems of the tourist market in Australia . First of all , through a series of data and examples , the author points out that the Jiuzhagou scenic spot is not supported in the Australian marketing collection , the number of tourists in Australia wanders , the marketing means and channels are single , and the cost is high . Secondly , the product image localization and design cannot be directly transmitted to tourists in Australia .


The fifth chapter is to put forward the countermeasure of exploiting the international market in Australia based on the problems and the causes of the problem , and put forward the knowledge of marketing , management , regional economics and psychology , which is the core part of the article .


The Australian market is divided and the target market is determined . First , the population characteristics of Australia market are analyzed , the Australian people pursue equal freedom , love and leisure sport , the tourists from Australia to China have strong interest in the ancient Chinese oriental culture , the aim is to take sightseeing tour , business and leisure vacation , the aim is to take sightseeing tour , business and leisure vacation , the aim is to take sightseeing tour , business and leisure vacation , the aim is to take sightseeing tour , business and leisure vacation , in the current stage , the main target market of Australia is locked into : 25 - 55 years old , has certain economic income , has good education , likes the leisure and cultural experience of middle - youth self - service .


2 . According to USP positioning and product plan of tourism image of Jiuzhaizou scenic spot , the author makes use of USP ( Unique Selling Guide ) , which is the unique selling proposition , to determine the tourist image USP of Jiuzhaogou scenic spot by analyzing the geographical vein , venae , core resources , competitor ' s national park , Uluu - Kartaqu national park and the audience of tourist market in Australia .


3 . The marketing channel to open up the Australian market through Jiuzhaogou . Australia is far away from China , the economy is developed , the target group has the characteristics of high degree of education , friendly love and friends , and enjoys self - service and leisure travel . Therefore , it is the key to make the sales channel of Jiuzhaogou be the key to carry out promotional activities . Therefore , it is necessary to make full use of Internet to improve the quantity and quality of information transmission , and make full use of the Internet to improve the quantity and quality of information transmission , and spread the publicity network through international youth hostel in Australia and China .


This section is based on the analysis above , based on the analysis of the previous analysis , four sets of promotion themes are determined on the basis of the four seasons in different seasons , and the combination of folk customs and natural beauty is emphasized .


In the past few years , the research on the national scenic spot has not been compared with the development of domestic market , environmental protection , sustainable development and the inheritance and development of Tibetan and Qiang culture .


The study of Australia ' s international market is due to the special geographical location and climatic environment of Australia , and the existing winter products in Jiuzhai Valley are good supplement . It is of great significance to balance the difference of the season of the passenger flow of Jiuzhai Valley and stabilize the income of the scenic spot . More importantly , the study of the characteristics of the Australian market is of great significance to further study the other tourist market in the southern hemisphere and the developed countries with similar psychological behavior characteristics .


On the basis of the detailed research method , the author designed the English questionnaire to conduct random investigation and deep interview to the Australians who come to Jiuzhaizou tourism . Although the sample size is too small to carry out the empirical research , it also has a positive guidance effect on the countermeasures . The four promotion themes for the Australian market are put forward according to the different scenery in the four seasons of Jiuzhaogou , which has enriched the theory and method of marketing operation in the tourism scenic spot .

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592.7

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 席宇斌;李悅錚;冷慧;;澳大利亞旅華客源市場特征與拓展分析[J];世界地理研究;2011年04期

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本文編號：1732513