I 摘要 随着我国经济的快速发展和人民物质水平的不断提高，人们对精神文化的 需求也日益增长，越来越多的人愿意走出去，游山玩水领略各处风光，这极大 地推动了我国旅游业的发展。当人们在旅游观光时，会认识和了解旅游地的民 风民俗，接触当地特色的旅游产品，进而会采购旅游产品留作纪念或是当做伴 手礼送给亲朋好友，促使了越来越多的商家进驻旅游产品市场，带动了我国旅 游产品业的快速发展。 西双版纳作为我国热门的旅游观光地，当地特色旅游产品种类丰富多样， 受到国内外众多游客的青睐。其中，傣银作为当地少数民族喜爱的产品，是民 族文化的传承和延续，赋予了这一旅游产品更深层的含义。但经过调查了解， 西双版纳的傣族银器并没有被大众所熟知，市场发展过程中也存在着诸多问题 和缺陷。因此，本文选取了西双版纳A公司作为研究对象，分别从宏、微观营 销环境分析了A公司当前的发展状况，以4P理论为基础找出A公司销售傣族银 器存在的问题，对A公司进行详细的市场细分并确定其目标市场，运用整合营 销理论从产品、价格、渠道、促销四个方面对西双版纳A公司销售傣族银器营 销策略提出优化方案。 关键词：旅游产品、傣族银器、目标市场、整合营销 Abstract II Abstract WiththerapiddevelopmentofChina’seconomyandconstantimprovementof people’smateriallevel,theyhaveincreasingdemandsforspiritualculture.Moreand morepeoplearewillingtogooutforsightseeingandenjoyfantasticviewsallaround. ThisgreatlypromotesthedevelopmentoftourismcountryinChina.Whenpeoplego outforsightseeing,theyoftenunderstandandlearnaboutfolktraditionsandcustoms inthesightseeingplaces,getintouchwithtouristproductsinlocalareasand purchasetouristproductsassouvenirsorgiventhemtotheirfamilyandfriendsas gifts.Thisstimulatesmoreandmoremerchantstoaccessthetouristproductmarket anddrivestherapiddevelopmentofthetouristproductindustryinChina. AsapopulartouristdestinationinChina,Xishuangbannahasavarietyoftourist productswithlocalcharacteristics.Theyarefavoredbynumeroustouristsathome andabroad.Asaproductbelovedbylocalminorities,Daisilverisaninheritanceand continuanceofethnicculture,whichendowsthistouristproductwithaprofound meaning.However,throughinvestigation,itisfoundthatDaisilverwarein Xishuangbannaisnotwellknowntothepublic,andtherearemanyproblemsand defectsinitsmarketdevelopment.Forthisreason,inthispaper,CompanyAin Xishuangbannaisselectedastheresearchobject.ThestatusquoofCompanyAis analyzedfromtheperspectivesofmacroandmicromarketingenvironments.Based on4Ptheory,theexistingproblemswiththesalesofDaisilverwarebyCompanyA areidentified,themarketsofCompanyAaresegmentedindetailanditstarget marketsaredetermined.Usingthetheoryofintegratedmarketing,anoptimization schemeisproposedforthemarketingstrategyofDaisilverwarebyCompanyAin Xishuangbanna,fromfouraspects:product,price,channelandpromotion. KEYWORDS:Tourismproducts;Daisilverware;Targetmarket;IntegratedMarketingCommunication 目录 III 目录 摘要.............................................................................................................I 目录.........................................................................................................III 第一章绪论.............................................................................................1 第一节研究的背景及意义......................................................................................1 第二节文献综述......................................................................................................2 一、国外研究综述...........................................................................................................................2 二、国内研究综述...........................................................................................................................3 第三节研究的内容与方法......................................................................................5 第四节研究创新......................................................................................................6 第二章相关理论.....................................................................................7 第一节4P营销理论概述.........................................................................................7 一、4P营销的定义..........................................................................................................................7 二、4P营销的内容..........................................................................................................................7 三、4P营销的意义..........................................................................................................................8 第二节整合营销概述..............................................................................................9 一、整合营销的定义.......................................................................................................................9 二、整合营销的内容.....................................................................................................................10 三、整合营销的意义.....................................................................................................................11 第三节传统营销（4P）与整合营销的关系........................................................12 第三章A公司傣族银器市场营销环境...............................................14 第一节A公司基本情况.........................................................................................14 一、公司简介.................................................................................................................................14 二、公司组织结构.........................................................................................................................15 第二节A公司市场营销环境.................................................................................16 一、宏观环境.................................................................................................................................16 二、微观环境.................................................................................................................................22 第四章A公司傣族银器营销分析........................................................29 目录 IV 第一节A公司傣族银器发展现状..........................................................................29 一、傣族银器分类.........................................................................................................................29 二、傣族银器价格.........................................................................................................................30 三、傣族银器销售渠道和促销方式.............................................................................................30 四、A公司销售傣族银器的成本费用..........................................................................................31 第二节A公司傣族银器营销发展存在的问题......................................................32 一、傣族银器同质化.....................................................................................................................32 二、傣族银器定价不合理.............................................................................................................33 三、傣族银器销售方式单一.........................................................................................................34 四、傣族银器质量混杂，忽视售后服务.....................................................................................35 五、品牌管理问题.........................................................................................................................36 六、傣族银器市场定位模糊，产品缺乏宣传.............................................................................38 第五章A公司傣族银器营销发展策略...............................................40 第一节基于消费者需求的产品策略.....................................................................40 一、加强市场细分，明确市场定位.............................................................................................40 二、倡导全新的傣族银器消费观.................................................................................................44 三、革新产品设计，提高产品品质.............................