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MBA硕士论文_M公司的休闲旅游产品营销战略研究DOC

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更新时间:2018/4/24(发布于广东)

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文本描述
Research on M Company's Leisure Tourism Product
Marketing Strategy
Abstract
People pay more and more attention to the quality of life, as people travel frequency
increases and travel experience and the popularization of information technology, driving,
travel, leisure and other emerging properties of car travel emerge in an endless stream.
The tendency of relaxing leisure life through leisure and leisure tourism has become the
first choice for people to relax in holiday. Leisure tourism, as an important way of leisure
for urban and rural residents, leads to the pattern of leisure. With the development of
tourism market, the proportion of national tourism and leisure increased, the related
supply of national tourism increased. In recent years, with the rapid development of
China speed of social economy and city urbanization, leisure tourism due to its visitors to
participate in and experience, and the service price and value characteristics, has become
a focus of tourism industry to promote economic development. The prosperity of leisure
tourism industry and the continuous increase of its tourism quality will promote more and
more kinds of leisure tourism products.
After investigation and research, data collection, analysis, collation and system
research, a model is established and a conclusion is drawn. According to MBA's theory of
enterprise development strategy, the overall direction of the paper is selected, mainly
based on the relevant theoretical literature at home and abroad for induction and analysis.
In view of the nature and content of this study, the main research methods of folklore are
field study, in-depth interview and literature research, with the necessary participation
observation. Through the investigation and research, the important data of supporting
research work were collected. First, the concept and development trend of leisure tourism
are briefly introduced, and the form of M leisure tourism project and the overall
marketing development layout are introduced. According to a survey of the current M
company launched the project of leisure tourism products, M's market demand and
supply analysis; at the same time, from the traffic characteristics of culture, the target
customer groups, regional market aspects compared the company's existing leisure

III
tourism resources. According to the characteristics of M, the function of factors which
influence the M tourism development into consideration, and then discuss the
development path to expand the company's leisure tourism, leisure tourism products
strategy not only can break through the traditional concept of development, but also
realize the expansion of the current hotel tourism market development space, leisure can
improve the utilization rate of resources to the suburbs.

Keywords: Leisure vacation travel; leisure tourism products; marketing strategy;
research Tourism marketing