【摘要】： 旅游購(gòu)物在旅游消費(fèi)中所占比重的大小,一直被視為衡量旅游消費(fèi)水平層次高低的重要尺度。旅游商品作為旅游購(gòu)物的對(duì)象,具有深厚的發(fā)展?jié)摿ΑＨ欢糜钨?gòu)物一直是我國(guó)旅游業(yè)發(fā)展的一塊“短板”,旅游商品收入在我國(guó)旅游業(yè)總收入的比重長(zhǎng)期在低水平徘徊。近年來(lái),隨著重慶旅游業(yè)的持續(xù)快速發(fā)展,旅游購(gòu)物發(fā)展的滯后日益凸顯,也開始受到市委市政府和旅游行政管理部門的重視。但行業(yè)發(fā)展的最終力量還是要依靠作為主體的企業(yè),因此站在企業(yè)的角度來(lái)研究重慶市旅游商品,具有至關(guān)重要的意義。 本文首先介紹了研究的背景和意義,并在總結(jié)國(guó)內(nèi)外對(duì)旅游商品的研究成果基礎(chǔ)上,論述了旅游商品的基本理論和營(yíng)銷過(guò)程中涉及的主要理論。然后,本文重點(diǎn)分析了國(guó)內(nèi)旅游者對(duì)旅游商品的共性需求、重慶市的旅游客源市場(chǎng)和重慶市旅游商品的營(yíng)銷狀況,從而得到重慶市的旅游商品營(yíng)銷中存在的主要問(wèn)題。在此基礎(chǔ)上,本文運(yùn)用營(yíng)銷組合的4C理論、網(wǎng)絡(luò)營(yíng)銷和綠色營(yíng)銷理論,提出了包括需求、成本、便利和溝通四方面的重慶市旅游商品市場(chǎng)營(yíng)銷組合策略,網(wǎng)絡(luò)營(yíng)銷和綠色營(yíng)銷策略。 這些策略主要包括：一是圍繞旅游者需求的層次性,可設(shè)計(jì)滿足旅游者現(xiàn)有需求的整體產(chǎn)品策略、適應(yīng)旅游者需求變化的產(chǎn)品創(chuàng)新策略；二是按照旅游者對(duì)旅游商品價(jià)值認(rèn)知的不同,結(jié)合不同的認(rèn)知特點(diǎn)制定相應(yīng)的成本策略；三是將便利歸納為“便利地買”和“買得便利”,并分別從銷售網(wǎng)點(diǎn)布局、銷售網(wǎng)點(diǎn)的商業(yè)業(yè)態(tài)和現(xiàn)場(chǎng)商品陳列等方面提出了策略構(gòu)想；四是運(yùn)用整合營(yíng)銷傳播理論,建議采用以廣告宣傳、公共關(guān)系、節(jié)事活動(dòng)等方式為主的間接溝通策略,以人員促銷和銷售促進(jìn)等方式為主的直接溝通策略；五是構(gòu)思了可用的網(wǎng)絡(luò)營(yíng)銷和綠色營(yíng)銷策略。 本文主要站在企業(yè)的角度,運(yùn)用現(xiàn)有的營(yíng)銷理論和方法對(duì)重慶市的旅游商品營(yíng)銷進(jìn)行了分析,希望通過(guò)研究能為重慶市旅游商品的營(yíng)銷工作提供有參考價(jià)值的分析思路,從而推動(dòng)行業(yè)朝著又好又快的方向發(fā)展。
[Abstract]:The proportion of tourism shopping in tourism consumption has always been regarded as an important measure of tourism consumption level. As the object of tourism shopping, tourism commodities have profound development potential. However, tourism shopping has always been a "deficiency" in the development of tourism in China, and the proportion of tourism commodity income in the total income of tourism in China has been hovering at a low level for a long time. In recent years, with the sustained and rapid development of tourism in Chongqing, the lag of tourism shopping development is becoming more and more prominent, and it has also begun to be attached importance to by the municipal government and tourism administrative departments. However, the ultimate force of industry development still depends on the enterprise as the main body, so it is of great significance to study tourism commodities in Chongqing from the perspective of enterprises. This paper first introduces the background and significance of the study, and on the basis of summing up the research results of tourism commodities at home and abroad, discusses the basic theory of tourism commodities and the main theories involved in the marketing process. Then, this paper focuses on the analysis of the common demand of domestic tourists for tourism commodities, the tourist source market of Chongqing and the marketing situation of tourism commodities in Chongqing, so as to get the main problems existing in the marketing of tourism commodities in Chongqing. On this basis, based on 4C theory of marketing mix, network marketing and green marketing theory, this paper puts forward Chongqing tourism commodity marketing combination strategy, network marketing and green marketing strategy, including demand, cost, convenience and communication. These strategies mainly include: first, around the level of tourists' demand, can design the overall product strategy to meet the existing needs of tourists, adapt to the change of tourists' demand of product innovation strategy, second, according to the different cognition of tourism commodity value, formulate the corresponding cost strategy according to the different cognitive characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists, the second is to formulate the corresponding cost strategy according to the different cognition characteristics of tourists. The third is to sum up the convenience as "convenient to buy" and "to buy conveniently", and puts forward the strategic ideas from the aspects of the layout of the sales network, the commercial form of the sales network and the display of on-site goods respectively. Fourth, using the theory of integrated marketing communication, it is suggested to adopt the indirect communication strategy based on advertising, public relations and festival activities, and the direct communication strategy based on personnel promotion and sales promotion. The fifth is to conceive the available network marketing and green marketing strategy. From the point of view of enterprises, this paper analyzes the marketing of tourism commodities in Chongqing by using the existing marketing theories and methods, hoping that the research can provide valuable analytical ideas for the marketing of tourism commodities in Chongqing, so as to promote the development of the industry in a good and fast direction.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F592.7

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

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3 周明;基于顧客資產(chǎn)價(jià)值提升的4RS營(yíng)銷組合研究[D];廣西工學(xué)院;2012年

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5 張映;上海旅游商品生產(chǎn)經(jīng)營(yíng)企業(yè)研究[D];華東師范大學(xué);2012年

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本文編號(hào)：2498831