绿色发展和生态文明是时代的潮流和要求。在此背景下，旅游产业转型的方向可以 概括为“十大转变”：产业支柱、方向生态、内容生活、对象普及 、人文强调、景区专 业化、手段科学、模式多样化、运营资本化、品牌实现。 善应镇是一个有山有水的花园小镇，先后荣获“中州名镇”和“河南省生态美丽小 镇”等荣誉。旅 游业已成为善应镇的重要支柱产业。善应镇乡村旅游以其特色的风俗民 情、自然风光、乡土文化艺术、民居建筑和传统劳作等对民众有较大的吸引力。发展乡 村旅游对于优化农 村产业结构、转变农民增收方式、强化农村基础设施建设和保护生态 环境等方面都有深远重大意义。然而，由于善应镇乡村旅游缺乏市场化运作机制，缺乏 整体规划控制，缺乏 品牌建设，缺乏特色旅游产品，缺乏积极有效的营销，导致善应镇 乡村旅游建设进展缓慢。 本文以品牌营销理论、体验营销理论和网络营销理论为理论基础，在实地调查走访 和 进行问卷调查分析的基础上，从营销环境分析、善应镇乡村旅游发展现状等方面研究 了善应镇乡村旅游发展的特点和存在的问题，研究借鉴了国内一些知名乡村旅游市场营 销成 功案例的经验，并提出了善应镇乡村旅游发展营销策略：品牌营销、体验营销、网 络营销和产品营销等。 关键字：善应镇；乡村旅游；品牌营销；体验营销；网络营销 中原工学 院硕士学位论文 II Abstract Greendevelopmentandecologicalcivilizationarethetrendandrequirementsofthe times.Inthiscontext,thedirectionoftourismindustrytransformationcanbesummarizedas "tentransformations":industrypillars,directionecology,contentlife,objectpopularization, humanisticemphasis,scenicspotspecialization,scientificmeans,diversifiedmodels, operatingcapitalization,brandachieve. ShanyingTownisagardentownwithmountainsandwater,andhaswonhonorssuchas "ZhongzhouFamousTown"and"HenanProvinceEcologicallyBeautifulTown".Tourismhas becomeanimportantpillarindustryinShanyingTown.RuraltourisminShanyingTownhas greatappealtothepublicforitsuniquecustoms,naturalscenery,localcultureandart, residentialarchitectureandtraditionallabor.Thedevelopmentofruraltourismisof far- reachingsignificanceforoptimizingtheruralindustrialstructure,transformingfarmers' incomegrowthmethods,strengtheningruralinfrastructureconstructionandprotectingthe ecologicalenvironment.However,duetothelackofmarket- orientedoperationmechanism, lackofoverallplanningcontrol,lackofbrandbuilding,lackofdistinctivetourismproducts, andactiveandeffectivemarketingofruraltourisminShanyingTown,theprogressofrural tourismconstructioninShanyingTownhasbeenslow. Basedonbrandmarketingtheory,experientialmarketingtheoryandinternetmarketing theory,thispaperstudiesShanyingTownshipVillagefromtheaspectsofmarketing environmentanalysisandShanyingTownshiptourismdevelopmentstatusonthebasisof fieldsurveyvisitsandquestionnaireanalysis.Thecharacteristicsandexistingproblemsof tourismdevelopment,thestudydrawsontheexperienceofsomewell-knownruraltourism marketingsuccesscasesinChina,andputsforwardthemarketingstrategyofruraltourism developmentinShanyingTown:brandmarketing,experiencemarketing,networkmarketing andproductmarketing. Keywords: ShanyingTown;Ruraltourism;Brandmarketing;Experientialmarketing; Onlinemarketing. 中原工学院硕士学位论文 III 目录 1. 绪论 ……………………………………………… ………………………………………………………………………………1 1.1研究背 景.......................................................................................................................1 1.2研究目的和意 义...........................................................................................................1 1.2.1研究目 的............................................................................................................1 1.2.2研究意 义............................................................................................................1 1.3国内外研究现 状...........................................................................................................2 1.3.1国外乡村旅游营销研究现 状............................................................................2 1.3.2国内乡村旅游营销研究现 状............................................................................3 1.3.3国内外乡村旅游营销研究述 评........................................................................4 1.4研究内容和方 法...........................................................................................................5 1.4.1研究内 容............................................................................................................5 1.4.2研究方 法............................................................................................................5 2. 乡村旅游营销基本理论 ………………………… …………………………………………………………………….6 2.1乡村旅游基本理 论.......................................................................................................6 2.2品牌营销理 论...............................................................................................................6 2.2.1旅游品牌的创 建............................................................................................7 2.2.2旅游品牌的使 用...........................................................................................7 2.2.3旅游品牌的维 护...........................................................................................8 2.3体验营 销.......................................................................................................................8 2.3.1体验营销内 涵....................................................................................................8 2.3.2体验营销特 点....................................................................................................8 2.4网络营 销.......................................................................................................................9 2.4.1网络营销概 念....................................................................................................9 2.4.2网络营销特 征....................................................................................................9 2.5产品策 略......................................................................................................................9 2.5.1旅游产品组合策 略............................................................................................9 2.5.2旅游新产品开发策 略......................................................................................10 2.6价格策 略....................................................................................................................11 3. 善应镇乡村旅游营销环境分析 ……… …………………………………………………………………………..12 中原工学院硕士学位论文 IV 3.1善应镇概 况.................................................................................................................12 3.2善应镇经济状 况.........................................................................................................12 3.3善应镇近年来旅游业发展情 况.................................................................................15 3.4善应镇乡村旅游营销环境分析——基于swot分析工 具.......................................15 3.4.1优势分 析..........................................................................................................15 3.4.2劣势分 析..........................................................................................................17 3.4.3机会分 析..........................................................................................................18 3.4.4威胁分 析..........................................................................................................18 3.4.5综合分 析..........................................................................................................18 4. 善应镇乡村旅游发展现状分析及存在问题 ……… ……………………………………………………….20 4.1善应镇乡村旅游发展现状分 析.................................................................................20 4.1.1游客选择选择乡村旅游目的地的主要原 因.............................