改革开放以来，经济高速运转，人民的生活条件发生了天翻地覆的变化，城 乡收入差距逐渐缩小，人民越来越关注生活的品质，更愿意去追求更好水平的生 活条件，人们对生活的需求不再局限于吃饱穿暖，而是生活的内容更为丰富，对 旅游、康体等休闲活动的需求不断增多。人们对旅游业的需求加速了国内旅游业 的发展进程，旅游经济在国民经济中的重要性逐渐显现，旅游人数逐年增加，中 国正朝着旅游强国的方向前进。目前，中国的行业发展如火如荼，成就非凡，全 国各地都十分注重旅游行业的发展，专业旅游公司以雨后春笋之势暴增，各有优 势，加之现代化信息技术快速发展，旅游公司纷纷采用现代化技术进行旅游市场 营销，竞争激烈，因此，对景区进行综合分析，制定合理的旅游市场营销策略尤 为重要。 吉林省辉南县著名景区三角龙湾自然风景区，坐落于辉南县金川镇，以其优 越的自然风景和当地特色的人文景观成为吉林省辉南县的一张旅游名片，也是长 白山区的特色风景之一。本文通过介绍三角龙湾景区概况以及市场营销概况，从 市场营销的七要素出发，综合分析三角龙湾旅游发展的现状，旅游市场营销方面 存在的相关问题，针对性地提出发展对策，制定发展策略。通过贯彻落实五大发 展理念，完善旅游发展的策略，科学化规划景区发展思路，提升景区服务水平， 借助魅力中国城对辉南县的宣传以及西夹荒特色雪村的打造，以期促进三角龙湾 风景区走向更大的市场，使之成为吉林省东南部特色旅游景区。 在新经济形势下，三角龙湾旅游市场有了新的发展机遇，同时也面临新的挑 战，如果三角龙湾旅游市场能够趋利避害，以一种新的发展思维方式促进三角龙 湾旅游市场的发展，那么必然可以有效保证旅游市场的发展动态，最终带动三角 龙湾景区整体经济的发展，让辉南人民享受新经济形势下大力发展旅游业的经济 成果。 关键词：旅游市场营销；7Ps；三角龙湾；营销策略 II Abstract Sincethereformandopeningup,theeconomyhasbeenrunningatahighspeed, thelivingconditionsofthepeoplehaveundergonetremendouschanges,theincome gapbetweenurbanandruralareashasgraduallynarrowed,thepeoplearepaying moreandmoreattentiontothequalityoflifeandaremorewillingtopursueabetter standardoflivingconditions.People'sdemandforlifeisnolongerlimitedtoeating, wearingandwarming,butthecontentoflifeisricher,andthedemandforleisure activitiessuchastourism,sportsandrecreationisincreasing.People'sdemandfor tourismhasacceleratedthedevelopmentofdomestictourism.Theimportanceof tourismeconomyinthenationaleconomyhasgraduallyemerged.Thenumberof touristshasincreasedyearbyyear.Chinaismovingtowardsastrongtourismcountry. Atpresent,China'sindustryisdevelopinglikearagingfirewithremarkable achievements.Allpartsofthecountryattachgreatimportancetothedevelopmentof thetourismindustry.Professionaltourismcompanieshavemushroomedandhave theirownadvantages.Inadditiontotherapiddevelopmentofmoderninformation technology,tourismcompanieshaveadoptedmoderntechnologyfortourism marketingpetitionisfierce.Therefore,itisparticularlyimportanttomakea comprehensiveanalysisofscenicspotsandformulatereasonabletourismmarketing strategies. TrianglelongwanNaturalScenicArea,JilinProvince,islocatedinJinchuan Town,huinancounty.Withitssuperiornaturalsceneryandlocalculturallandscape,it hasbecomeatouristcardofhuinancounty,JilinProvince,andisalsooneofthe characteristicsceneryinChangbaiMountain.Byintroducingthegeneralsituationof scenicspotsintrianglelongwanandthegeneralsituationofmarketing,startingfrom thesevenelementsofmarketing,thispapercomprehensivelyanalyzesthecurrent situationoftourismdevelopmentintrianglelongwanandtherelatedproblems existingintourismmarketing,putsforwardthedevelopmentcountermeasuresand formulatesthedevelopmentstrategies.Throughtheimplementationofthefive developmentconcepts,theimprovementoftourismdevelopmentstrategies,the scientificplanningofscenicareadevelopmentideas,theenhancementofscenicarea servicelevel,thepromotionofthecharmingChinaCitytohuinancountyandthe constructionoftheXueCunwiththecharacteristicsofwesternshortage,itishopedto promotethetrianglelongwanscenicareatomovetowardsalargermarketand becomeacharacteristictouristscenicareainthesoutheastofJilinProvince. III Undertheneweconomicsituation,thetourismmarketintrianglelongwanhas newopportunitiesfordevelopment,butalsofacesnewchallenges.Ifthetourism marketintrianglelongwancanbenefitandavoiddisadvantages,andpromotethe developmentofthetourismmarketintrianglelongwanwithanewdevelopment thinkingmode,thenitwillsurelyeffectivelyensurethedevelopmenttrendofthe tourismmarket,eventuallydrivetheoveralleconomicdevelopmentoftriangle longwanscenicspot,andenableHuinanpeopletoenjoytheeconomicachievements ofvigorouslydevelopingtourismundertheneweconomicsituation. Keywords:TourismMarketing;7PS;TriangleLongwan;MarketingStrategy 吉林财经大学硕士学位论文 目录 摘要............................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论..............................................................................................................1 1.1研究背景及意义.............................................................................................1 1.1.1研究背景.............................................................................................1 1.1.2研究意义.............................................................................................1 1.2国内外研究现状.............................................................................................2 1.2.1国外研究现状.....................................................................................2 1.2.2国内研究现状.....................................................................................3 1.3研究内容和研究方法.....................................................................................3 1.3.1研究内容.............................................................................................3 1.3.2研究方法.............................................................................................4 1.4论文创新之处.................................................................................................4 第2章相关理论概述..................................................................................................5 2.1市场营销概念.................................................................................................5 2.27P营销策略....................................................................................................5 2.3旅游市场营销概念.........................................................................................6 2.3.1旅游市场营销定义.............................................................................6 2.3.2旅游市场营销基本理念.....................................................................6 2.3.3旅游市场营销特殊性.........................................................................6 2.4SWOT分析法....................................................................................................7 第3章三角龙湾旅游市场营销环境分析..................................................................8 3.1三角龙湾简介..................................................................................................8 3.2三角龙湾景区旅游宏观环境分析..................................................................9 3.2.1政治因素.............................................................................................9 3.2.2经济因素.............................................................................................9 3.2.3文化因素...........................................................................................10 3.2.4技术因素...........................................................................................10 3.2.5自然因素...........................................................................................10 3.3三角龙湾旅游市场SWOT分析.....................................................................10 第4章三角龙湾旅游市场营销策略现状及问题....................................................15 4.1三角龙湾景区营销现状................................................................................15 4.2三角龙湾景区营销中存在的问题.................................