摘要
I
摘要
改革开放几十年来，我国经济建设富有成效，国民经济保持平稳发展，居民
生活条件得到彻底改善，物质水平大幅提高，老百姓渴望自己的精神生活内容更
加丰富，形式更加多样。旅游作为一种积极健康的精神文明生活方式之一，被人
们逐渐接受并喜爱。旅游产品需求在逐渐增加，旅游业规模在成长扩大。旅游业
的繁荣可以带动多个相关产业的共同成长，对地方的经济建设产生良好的增进作
用；旅游业作为绿色环保产业，可以促进地方的环境保护。在经济落后地区因地
制宜开发旅游资源，既能加快地区经济建设，还可以帮助当地居民增加经济收入，
改善居住条件，提高生活水平。光雾山景区位于巴中市南江县境内，是国家级的
4A 级风景区，有“中国红叶第一山”之称。巴中市属于革命老区，全市被列入国
家重点贫困扶植地区。本论文的研究目的：以光雾山风景区旅游营销为论文选题，
不仅将自身专业所学理论应用于实际；同时期望对家乡的经济建设提供有价值的
帮助

论文的研究方法包括：文献调研、实地调查、比较研究等方法。以光雾山风
景区旅游营销策略为研究内容，全文由六个章节组成。第一章绪论，内容包括文
章的研究背景和意义，并说明其研究方法与思路。第二章阐述光雾山风景区旅游
业发展的基本情况。第三章，第四章，第五章是论文的核心部分，结合光雾山风
景区的实际情况，运用 SWOT 分析、市场细分、目标市场选择与定位、4P 组合等
重要的理论对光雾山风景区营销策略进行分析和研究；第六章是结论

笔者运用工商管理专业所学的营销理论，对光雾山风景区旅游营销环境深入
分析，总结光雾山风景区旅游发展的机会、威胁、优势、劣势，并制定相应的战
略；通过市场细分调研，结合旅游资源评价，从地域、人口、行为等多角度确立
不同的目标市场，并提出景区有针对性的市场定位；重视品牌建设，按照经典的
4P 策略框架进行营销策略分析，同时也考虑到在新技术环境下网络营销的重要性

关键词：旅游业，SWOT 分析，4P 策略，STPABSTRACT
II
ABSTRACT
Decades of reform and opening up, the achievements of China&39;s economic
construction is rich, the national economy has maintained steady development, and
residents living conditions have been greatly improved, a substantial increase in the
level of material, people are looking for spiritual civilization life itself is more rich and
more diverse in forms. As a kind of positive and healthy spiritual life style, tourism is
gradually accepted and loved by people. The demand for tourism products is increasing
and the scale of tourism is growing. The prosperity of the tourism industry can promote
the growth of a number of related industries, and have a good role in promoting the
local economic construction. To develop tourism resources according to local conditions
in economically backward areas can not only speed up the construction of regional
economy, but also help local residents to increase their income, improve their living
conditions and improve their living standards. The Guangwu Mountain scenic spot is
located in the junction of the south of Micang mountain, the administrative area belongs
to the northern Nanjiang county Bazhong city of Sichuan province. This mountain is a
national level 4A scenic area. The city is one of the old revolutionary base areas, which
has been included in the national key poverty stricken areas. The purpose of this paper
is to study the tourism marketing of Guangwu mountain, not only to apply the theory of
the professional theory to practice, but also to provide valuable help to the economic
construction of the hometown.
The research methods include: literature research, field survey, comparative study
and other methods. This paper is composed of six chapters. The content of this paper is
the marketing strategy of the scenic spot. The chapter Ⅰintroducing the research
background and significance, and explains the research methods and ideas. The chapter
Ⅱdescribes the basic situation of the development of the tourism industry. The chapter
Ⅲ、Ⅳ、Ⅴ are the core parts, which combined with the actual situation of Guangwu
mountain, using the theory of SWOT analysis, STP, the combination of 4P important to
analyze and study the scenic area marketing strategy; the chapter Ⅵ is the conclusion.
The author uses the business management marketing theory, in-depth analysis of
Guangwu mountain scenic tourism marketing environment, summarizes the scenic area
tourism development Guangwu mountain the opportunities and threats, advantages andABSTRACT
III
disadvantages, and make corresponding strategy; through market segmentation research,
combined with the evaluation of tourism resources, the establishment of different target
market from the region, population, the behavior of multiple perspectives, and put
forward the scenic spots are the targeted market position; attach importance to brand
building, marketing strategy analysis in accordance with the framework of the classical
4P method, while also taking into account the importance of network marketing under
the new technological environment.
Keywords: Tourism marketing, SWOT analysis, 4P strategy, STP目录
IV
目录
第一章 绪论........ 1
1.1 旅游业概述 ....... 1
1.1.1 旅游的定义及其影响 .... 1
1.1.2 国内旅游发展概况 ........ 1
1.1.3 旅游扶贫2
1.2 旅游市场营销的产生与发展 ... 2
1.2.1 市场与旅游市场的含义2
1.2.2 旅游市场营销 .... 3
1.3 研究目的 ........... 3
1.4 研究方法 ........... 4
1.5 研究思路 ........... 4
第二章 光雾山风景区旅游发展概况.... 5
2.1 巴中市概况 ....... 5
2.1.1 生态资源情况 .... 5
2.1.2 经济情况6
2.1.3 人文及生态旅游现状 .... 7
2.2 光雾山风景区概况 ....... 8
2.2.1 光雾山风景区行政区划和地理位置 .... 8
2.2.2 光雾山风景区生态旅游开发的意义 .... 9
第三章 光雾山风景区旅游营销内外部环境分析.......11
3.1 外部环境分析(PEST 分析法) .11
3.1.1 政治环境因素 ...11
3.1.2 经济环境因素 ...11
3.1.3 社会环境因素 .. 13
3.1.4 技术环境因素 ..
。。。以上简介无排版格式，详细内容请下载查看