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MBA硕士毕业论文_大唐芙蓉园营销策略优化研究DOC

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I 摘要 近年来中国旅游业蓬勃发展,旅游业已逐渐成为众多城市经济的支柱型产业。随着 人民生活水平的不断提高,游客逐渐由“观光游”向“度假游”发展,人们对旅游不再 局限于“到此一游”,而是希望通过旅游能获取更丰富的本地化体验。同时,在旅游行 业由“门票经济”向“产业经济”转型的大环境下,如何做好旅游营销工作,持续提升 产品吸引力和市场竞争力,已成为每一个旅游机构都要面临的重要课题。西安旅游资源 富集,旅游市场竞争激烈。作为国家级文化产业示范区,曲江各景区文化底蕴深厚,具 有较高的观赏、体验、文化和社会价值,并能持续产生经济、生态及社会效益,但由于 区内历史文化类景区均为再造式景区,故而面对城墙、钟楼、碑林、兵马俑等古迹时, 虽然商业竞争实力相当,但文化竞争处于劣势。曲江核心产品主要以节庆活动和演艺为 载体呈现,其他产品在市场上竞争力有限。 本文以国内著名 5A 级景区大唐芙蓉园为例展开研究。本文从大唐芙蓉园景区实际 出发,剖析其营销环境及景区优劣势,将传承文化遗产和发展旅游经济相结合,同时提 出主题营销、故事营销、体验营销、新闻营销、情感营销、趣味营销、概念营销等营销 策略优化建议,不断探寻优化营销策略对景区发展的提升作用。希望通过本文的研究, 能为景区未来营销工作的推进和决策起到借鉴作用,提供更多的发展思路,以期促进大 唐芙蓉园景区营销工作提质增效、精益求精。 关键词:大唐芙蓉园,营销策略,旅游营销西北大学硕士学位论文 II ABSTRACT Tourist industry of China is developing rapidly in recent years, and the tourist industry has gradually become the core and cornerstone industry in many cities. People nowadays are having more expectations and service demands that not only be restricted to “been here” experience, which is too old fashioned, but expecting more and abundant localized travel experience. In the meantime, the tourist industry itself is also evolving from “admission ticket economy” into “industrial economy”. Under this business environment of transition, the primary project for every and each travel institute is to understand how to optimize the tourist marketing, continuously improve products’ attractiveness and competitiveness. Xi’an is city that has enriching travel resources and high competitions. As a national level cultural industry demonstration district, scenic areas of Qujiang have very profound cultural basis and high level value of sight, experience, culture and society and can produce economic, ecological and social benefits. However, since the historical and cultural scenic areas are all re-built areas, it has cultural competitive disadvantages when facing City Wall, Bell Tower, Steles Forest and Terra-Cotta Warriors even the commercial values are almost same. The core product of Qujiang are holiday activities and shows, but other products are lack of competitiveness in the market. The study object of this research is the famous 5As Scenic Area Tang Paradise in Xi’an. This thesis plans to start with the current realities of Tang Paradise, dissecting its marketing environment and advantages & disadvantages. In the meantime, we are also combining the cultural heritages and tourist economy development, and put forward marketing strategy optimization suggestions such as theme marketing, story marketing, experience marketing, news marketing, emotional marketing, interest marketing and conceptual marketing to consistently explore the promoting effectiveness of optimizing the marketing strategy. We wish to have contributions for Tang Paradise’s future marketing implementations and decisions and ultimately increase the effectiveness and quality of Tang Paradise’s marketing works through this research. Keywords: Tang Paradise, marketing strategy, tourism marketing目 录 III 目 录 摘要...................................................................................................................................I ABSTRACT ...................................................................................................................... II 目 录................................................................................................................................III 第一章 绪论....................................................................................................................1 1.1 研究背景与意义 ......................................................................................................1 1.2 研究内容及方法 ......................................................................................................2 1.3 论文框架结构 ..........................................................................................................3 第二章 相关研究综述....................................................................................................4 2.1 市场营销理论 ..........................................................................................................4 2.1.1 4P 理论概述......................................................................................................4 2.1.2 4C 理论概述 .....................................................................................................5 2.1.3 4R 理论概述 .....................................................................................................5 2.2 旅游营销概述 ..........................................................................................................6 2.2.1 品牌营销 ...........................................................................................................6 2.2.2 体验营销 ...........................................................................................................6 2.2.3 网络营销 ...........................................................................................................7 2.2.4 整合营销 ...........................................................................................................7 第三章 大唐芙蓉园营销概况........................................................................................9 3.1 大唐芙蓉园景区简介 ..............................................................................................9 3.2 大唐芙蓉园营销现状 ............................................................................................10 3.3 大唐芙蓉园营销效果 ............................................................................................ 11 3.4 大唐芙蓉园营销不足 ............................................................................................12 第四章 大唐芙蓉园营销情况分析..............................................................................15 4.1 大唐芙蓉园外部及内部环境分析 ........................................................................15 4.1.1 大唐芙蓉园外部环境分析 .............................................................................15 4.1.2 大唐芙蓉园内部环境分析 .............................................................................18 4.2 大唐芙蓉园营销优劣势分析 ................................................................................20西北大学硕士学位论文 IV 4.2.1 大唐芙蓉园营销优势分析............................................................................. 20 4.2.2 大唐芙蓉园营销劣势分析............................................................................. 21 第五章 大唐芙蓉园营销策略优化方案设计.............................................................. 23 5.1 大唐芙蓉园营销策略优化思路............................................................................ 23 5.1.1 大唐芙蓉园营销策略优化目的..................................................................... 23 5.1.2 大唐芙蓉园营销策略优化的必要性............................................................. 24 5.1.3 大唐芙蓉园营销策略优化的发展思路......................................................... 25 5.2 大唐芙蓉园营销策略优化设计............................................................................ 26 5.2.1 主题营销策略................................................................................................. 26 5.2.2 故事营销策略................................................................................................. 27 5.2.3 体验营销策略................................................................................................. 29 5.2.4 新闻营销策略................................................................................................. 31 5.2.5 情感营销策略................................................................................................. 32 5.2.6 趣味营销策略................................................................................................. 33 5.2.7 概念营销策略................................................................................................. 35 5.3 大唐芙蓉园营销策略优化保障措施.................................................................... 36 5.3.1 加强组织领导................................................................................................. 36 5.3.2 确保资金投放................................................................................................. 37 5.3.3 建立考评机制................................................................................................. 37 第六章 结论与展望...................................................................................................... 38