如今,人们出行旅游主要以休闲、度假、娱乐、养生为主,大多数温泉地靠近m园乡间、
郊区,周围自然生态环境好,有山有水,空气新鲜,及平时城市中的人们生活节奏快,工
作压力大,因此,温泉旅游就成为人们放松心情、缓解压力的好去处,天气越冷,温泉旅
游则更能吸引游客。河源拥有“温泶之都”的美誉,地热资源非常十富,目前现已探明的
地下温泉资源有32处,其中幵发利用的有11处,以温泉为核心延伸发展的旅游产业对河
源的旅游业发展取到了举足轻重的作用

‘
&39;
河源客天下水晶温泉国际旅游度假区的发展历史要追溯到从最开始2005年5月正式
对外营业的一期项目工程原“河源龙源温泉度假城”,当时以温泉、会议、休闲娱乐、吃
住为主的比较传统的经营模式,经过了数年的发展之后,温泉行业与酒店业市场竞争日愈
激烈,及受到近几年各种新政策制约的大环境冲击下,加上原投资方经营管理不够到位,
经营管理遇到瓶颈,营销方式过于单一保守传统,销售业绩增长率受到大幅度波动,公司
经营逐渐陷入了低谷。作为河源市政府重点支持的旅游产业,市政府高度重视其未来的发
展,2013年6月彭建文市长率队赴梅州市考察客天下文化旅游产业园,经过2年多时间各
方面的考察论证与努力,引进客天下品牌,2015年10月客天下正式进驻龙源温泉,新的
投资方全盘接手原龙源温泉度假城,将进一步拓展旅游项目板块,涵盖水晶温泉、恐龙乐
园、婚庆基地、客家小镇、生态农林、休闲养生等六大旅游主题的综合度假区

本文以河源客天下水晶温泉国际旅游度假区为课题研究对象,以度假区实际发展状况
出发,收集相关资料和数据,研究国内外温泉旅游现状,引用市场营销相关理论概述,从
市场营销的4P理论去分析度假区营销策略现状,得出度假区营销策略所存在的问题,并
通过PEST分析法、SWOT分析法对该度假区所处市场营销环境和营销态势进行全面分析,
从产品策略、价格策略、渠道策略、促销策略、绿色营销等方面对度假区的营销策略提出
了优化建议,最后从优化组织结构框架、加强企业文化与团队建设、完善激励与考核制度
等三方面措施来保障营销策略优化建议的实施,以此来帮助度假区适应不断变化的竞争环
境,对该度假区的营销管理有着重要的指导意义,同时,本文的研究对其他温泉度假区的
营销工作也具有一定的借鉴意义

关键词:温泉度假区、PEST分析、SWOT分析、营销策略优化
I Research on the Marketing Strategy Optimization of
China Hakka Park (HeYuan) Crystal Hot Spring International Holiday Resort
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Graduate: You KeQing Tutor: Liu CheYuan - Grade: 2015
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Majors:MBA Research Direction: Marketing and Logistics Management
Abstract
With the rapid development of China1 s economy, the hot spring tourism industry
has entered the fast track and become a sunrise industry in the tourism industry.
Today, people travel mainly to leisure, vacation, entertainment, health, most hot
springs near the suburb, rural country, the natural ecological environment around,
there are mountains and.water, fresh air, and usually in the city life rhythm fast,
work pressure, therefore, has become the hot spring tourism a good place for people
to relax to ease the pressure, the more cold weather, hot spring tourism is to
attract tourists. Heyuan has a 〃hot. spring city〃 reputation, geothermal resources
are very rich, at present has been proven underground hot springs in 32, of which
the development and utilization of 11, the development of spa as the core extension
of the development of the tourism industry of Heyuan&39;s tourism industry to take
a decisive role.
The development history of China Hakka Park (HeYuan) Crystal Hot Spring
International Holiday Resort can be traced back to from the beginning of May 2005
officially opened the first phase of the project construction of the original
’’
Heyuan Hot Spring Resort City Longyuan”,was in hot springs, conference,
entertainment, food and lodging as compared to the traditional business model,
after several years of development, hot spring industry with the hotel industry
market competition is more intense, and in recent years a variety of new policy
constraints of the environment impact, plus the original investment management
is not in place, the management bottleneck, keep the traditional marketing way
is too single, the sales growth rate is affected by fluctuations, the company
gradually fell into the trough. As a key support for the Heyuan municipal government
of the tourism industry, the municipal government attaches great importance to
its future development, in June 2013 the mayor Peng Jianwen led the investigation
China Hakka Park cultural tourism industry park in Meizhou City, through the
II investigation and demonstration of the efforts of more than 2 years, the
introduction of China Hakka Park brand, October 2015 China Hakka Park officially
entered the new investment hot springs the party took over the original hot spring
resort city Longyuan, will further expand the tourism project integrated resort -
covering plate, hot springs, dinosaur park, crystal wedding base, Hakka Town,
ecological agriculture, leisure health and other six major tourism theme.
This paper takes China Hakka Park (HeYuan) Crystal Hot Spring International
Holiday Resort as the research object, in order to resort the actual development
situation, collect relevant information and data, the status quo at home and abroad
hot springs tourism research, Reference Overview of marketing theory, to analyze
the current situation of marketing strategy for region from the marketing 4P theory,
the existing marketing resort the problem and strategy, method and SWOT analysis
method of the resort where the marketing environment and marketing situation were &39;
analyzed by PEST analysis, from product strategy, price strategy, channel strategy,
promotion strategy, green marketing and other aspects of the resort＊ s marketing
strategy put forward suggestions, finally from the optimization of the
organizational structure strengthen corporate culture and team construction,
improve the incentive and evaluation system in three aspects of measures to
guarantee the implementation of marketing strategy optimization suggestions, In
order to help resort to adapt to the changing competitive environment, the
marketing management of the resort area has an important guiding significance,
at the same time, also has a certain significance in the study of marketing work
for other hot spring resort.
.
Key words: Hot Springs Resort, PEST analysis, SWOT analysis, Marketing
strategy optimization
ill
-、
- 目录
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Abstract II
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一
绪论(一)研究背景(二)研究意义1.理论意义
,2
2现实意义(三)国内外研究现状1国外研究现状2.国内研究现状(四)研究思路和方法1.研究思路2.研究方法
:二、市场营销和旅游市场营销相关理论概述(一)市场营销理论概述1.市场营销涵义2.市场营销理论(二)旅游市场营销理论概述1.旅游市场营销涵义2.旅游市场营销理念创新模式(三)营销环境与营销态势分析模型1. PEST分析法2. SWOT分析法三、河源客天下温泉度假区营销策略现状及存在问题分析(0河源客大下温泉度假区概况(二)组织结构1.河源客天K温泉度假区组织结构2.河源客天下温泉度假区营销部组织结构(三)河源客天下温泉度假区营销策略现状分析1.产品策略分析2.价格策略分析3.渠道策略分析
22
4.促销策略分析
24
(四)河源客天下温泉度假区销售业绩现状分析
25
IV
- 1.酒店景区业销售额增长率呈下降趋势分析
25
2.酒店景区业销售额增长率下降产生的影响
27
(五)河源客天下温泉度假区营销策略存在问题分析
27
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1.产品策略方面存在问题
27
2.价格策略方面存在问题
28
3.渠道策略方面存在问题.
29
4.促销策略方面存在问题
29
四、河源客天下温泉度假区营销环境与营销态势分析
31
(一)河源客天下温泉度假区营销环境PEST分析
31
1.政治环境分析
31
2.经济环境分析
32
3.社会环境分析
33
4.技术环境分析
34
(二)河源客天下温泉度假区营销态势SWOT分析
34
1优势分析
34
2.劣势分析
35
3.
37
4威胁分析
38
五、河源客天下温泉度假区营销策略优化建议
40
(―)产品策略优化
40
1.着重加强“客天下河源”品牌建设
40
2.重拳打造产品组合差异化
41
(二)价格策略优化
42
1实行整数定价策略
42
2.力推折扣定价策略
42
3.着重推行组合定价策略
43
(三)渠道策略优化
43
1.完善自身网络直销平台
43
2.直销平台和分销平台紧密相结合
44
3.建立酒店业联盟战略合作
44
(四)促销策略优化
44
1加大力度加强广告宣传
44
2.适时继续推进营业推广活动
45
3.加强促销人员队伍管理
46
4.协调公共关系
46
V
- (五)绿色营销一树立低碳发展与节能降耗理念
47
六、河源客天下温泉度假区营销策略优化实施保障措施
49
(一)优化组织结构框架
49
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C二)加强企业文化与团队建设
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50
1大力开展企业文化建设
51
2.注重营销人才培养
51
(三)完善激励与考核考评制度
51
1.建立完善的激励制度
51
2.制定公平的绩效考评标准
51
七、后语 53
卜)络论 53
(二)不足与展望
54
参考文献 55
致谢 -
声明
VI 一
、绪论
(一)研究背景
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目前我国的旅游业发展非常迅速,及生活水准的提&39;高,人们出行旅游也司空见惯,消
费也盛行多样化、个性化、高层次化,以前人们选择旅游主要还是欣赏风景为主,现在出
行旅游则着重向养生、休闲、娱乐等综合性强的度假区看齐,在城市里忙绿工作之余能够
放松心情则是人们出行旅游的重点,这时以温泉文化为核心延伸开发的综
。。。以上简介无排版格式，详细内容请下载查看