本文结合社会现状，研究人们出游频率的增加和出游经验的积累以及信息化的普 及，牧场、采摘、民俗等各种新兴的乡村休闲性质的出游方式层出不穷。乡村旅游作 为居民重要的休闲方式已经成为人们假期放松心情的首选。近年来，随着中国社会经 济的高速发展和城市化进程的提速，乡村旅游业由于其消费者的参与和不断体验，以 及服务的价格和价值特征，成为了推动旅游经济发展的一个重心产业。乡村旅游产业 的兴盛以及其旅游需求的不断上升将促进休闲旅游产品种类越来越多。 论文先后经过调查研究、搜集资料、分析整理、系统研究、得出结论。根据企业 营销策略研究，选定论文的总体方向，主要是根据国内外相关营销理论文献进行归纳 和分析。鉴于本项研究的性质和内容，主要采取田野调查法、深度访谈法和文献研究 法，通过调研搜集重要数据资料，指出 J 公司乡村旅游产品营销现状及存在的问题， 最后提出相应营销发展对策。论文共分六个部分，第一部分是绪论，指出选题的背景 及意义，国内外研究现状及研究思路及创新点等；第二部分相关理论基础，界定了旅 游产品及乡村旅游产品的概念，归纳总结了市场营销理论、波特竞争理论；第三部分 是 J 公司营销策略环境分析，从外部营销环境、行业营销环境及内部营销环境进行了 调查分析；第四部分 J 公司乡村旅游产品营销发展现状及存在的问题；第五部分是 J 公司乡村旅游产品的营销策略，分别从产品、价格、促销及渠道四方面提出了营销策 略；第六部分是结论与展望，指出论文的结论、不足与展望。通过该研究展开公司乡 村旅游发展路径的讨论，突破传统的乡村旅游产品策略发展理念，实现扩展目前乡村 旅游市场休闲可开发空间、提升城郊资源利用率，促进乡村旅游的大发展。 关键词，乡村度假旅游，乡村旅游，产品营销策略，旅游营销II Research on marketing strategy of J company's rural tourism products Abstract In combination with the current social situation, this paper studies the increase of people's travel frequency, the accumulation of travel experience and the popularization of informatization, and various emerging rural leisure travel methods such as pasture, picking and folk customs emerge in an endless stream. As an important leisure way for residents, rural tourism has become the first choice for people to relax in the holiday. In recent years, with the rapid development of China's social economy and the acceleration of urbanization, rural tourism has become a key industry to promote the development of tourism economy due to the participation and constant experience of its consumers, as well as the price and value characteristics of services. The prosperity of rural tourism industry and its increasing demand for tourism will promote more and more leisure tourism products. The thesis has been investigated and researched, collected data, analyzed and sorted out, systematically studied and concluded. According to the research of enterprise marketing strategy, the general direction of the thesis is selected, which is mainly summarized and analyzed according to relevant domestic and foreign marketing literature. In view of the nature and content of this study, field survey, in-depth interview and literature research are mainly adopted to collect important data through research, point out the marketing status and existing problems of rural tourism products of J company, and finally put forward corresponding marketing development countermeasures. The thesis is divided into six parts: the first part is the literature review, pointing out the background and significance of the topic, the current research situation at home and abroad, research ideas and innovation points, etc. The second part is about the theoretical basis, defines the concept of tourism products and rural tourism products, and summarizes the theory of marketing and Porter's competition. The third section is the analysis of marketing strategy environment in J company, including the marketing environment of both outside and inside. The fourth period is about the problems in rural tourism. The fifth part is the counterpartIII solution of the problems that base on the production, prices, promotion and the way of how to promote it. The sixth part is the conclusion and expectation and the short side of the essay. Then there will be a discussion on how to move forward based on the research in order to break the old thought pattern on rural travelling and enlarge the rural travelling market and to promote the usage of suburb resource. By doing so, the development of rural travelling can be promoted. Keywords: country holiday,rural travelling,product marketing strategy,tourism strategyIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 选题背景和意义 .................................................................................................... 1 1.2 国内外研究现状 .................................................................................................... 2 1.2.1 国内研究现状 ............................................................................................. 2 1.2.2 国外研究现状 ............................................................................................. 4 1.3 研究思路和方法 .................................................................................................... 7 1.4 研究内容和创新点 ................................................................................................ 8 1.4.1 研究内容 ..................................................................................................... 8 1.4.2 创新点 ......................................................................................................... 8 第 2 章 相关理论基础....................................................................................................... 10 2.1 乡村旅游产品概念 .............................................................................................. 10 2.1.1 旅游产品 ................................................................................................... 10 2.1.2 乡村旅游产品 ........................................................................................... 10 2.2 营销理论概述 ...................................................................................................... 11 2.2.1 市场营销 ................................................................................................... 11 2.2.2 营销组合策略理论 ................................................................................... 12 2.2.3 波特竞争理论 ........................................................................................... 12 第 3 章 J 公司营销策略环境分析..................................................................................... 13 3.1 外部营销环境存在的机会和威胁 ...................................................................... 13 3.1.1 外部营销环境的机会 ............................................................................... 13 3.1.2 外部营销环境的威胁 ............................................................................... 14 3.2 行业营销环境分析 .............................................................................................. 14 3.2.1 潜在进入者分析 ....................................................................................... 14 3.2.2 供应商分析 ............................................................................................... 15 3.2.3 用户分析 ................................................................................................... 15 3.2.4 替代品分析 ............................................................................................... 15V 3.2.5 行业内部竞争状况分析 ........................................................................... 16 3.3 内部营销环境分析 .............................................................................................. 16 3.3.1 企业组织结构 ...................................................................