I 摘要 随着经济的快速发展，作为非营利机构的遗址公园也纷纷将市场营销理论运 用于管理运营当中。在日益激烈的市场竞争中，邛窑遗址公园发现 过去的营销方 式已经不能适应市场发展的需要。市场定位不明确、营销策略落后，在一定程度 上阻碍了邛窑遗址公园的可持续发展。 本文以邛窑遗址公园为研究对象，从分析营 销理论出发，展开对邛窑遗址公 园在市场发展中外部和内部环境的分析。通过问卷调查、深度访谈等方法对邛窑 遗址公园的营销现状及存在的问题进行阐释，最后提出邛窑遗址 公园市场营销的 策略。 论文主要由以下三个部分组成： 第一部分为绪论和研究综述，对研究背景、意义、思路、方法、内容、相关 理论基础以及国内外遗产旅游研究综述进行 介绍，旨在为后续各章的内容建立完 整和清晰的思路。 第二部分为邛窑遗址公园的现状分析。首先，分析邛窑遗址公园的营销现状 和存在问题。然后运用 PEST 分析法对邛窑遗 址公园目前所处的政治、经济、社会 和技术等宏观环境进行分析，并通过波特五力模型对遗址公园的竞争环境作出分 析。其次，从资源、能力等方面对内部环境进行分析。最后 ，综合邛窑遗址公园 的内外部环境，运用 SWOT 分析法，总结优势、劣势、机遇与挑战。 第三部分为论文的核心内容。通过运用问卷调查、访谈等研究方法，全面了 解邛窑遗址 公园的现状并指出其存在问题的原因。在此基础上，进行市场细分、 目标市场选择、明确市场定位，确定市场营销战略。然后通过丰富产品，调整价 格，扩宽营销渠道，举办促 销活动等方式，进行市场推广。最后，通过转变营销 观念，建立营销团队以及争取政策支持来完善邛窑遗址公园营销战略。 本文希望通过 PEST 分析法、SWOT 分析法、波特五力 模型等方法和理论，建 立完整的营销框架体系，从细分目标市场、明确市场定位着手，通过转变邛窑遗 址公园的市场营销战略，采取有效的保障措施，适应市场发展的需要。 关 键词：文化旅游产业，邛窑遗址公园 ，PEST，SWOT，4P 营销组合ABSTRACT II ABSTRACT With rapid development of the economy, many historical sites parks are applying marketing theories into daily management even though they are non-profit organizations. Facing fierce competition in the market, Qiong Kiln Site Park has found that old marketing approach can’t meet needs of current market development anymore. The unclear of market position and outmoded marketing strategy has stunted the sustainable development of the Park to a certain extent. Taking Qiong Kiln Site Park as the research object, this paper analyzes the external and internal environment during its development in the market based on marketing theories. By carrying out questionnaire surveys, interviews and other methods, it explains the current marketing situation and existing problems of the Park. Furthermore, it lays out a marketing strategy designed for Qiong Kiln Site Park. The paper is divided into three main parts: The first part includes introductions and research reviews, which introduces the background, significance, methods, thoughts ,content and related theories of the research, aiming to establish a thorough view on the following chapters. The second part is an analysis on current situation of Qiong Kiln Site Park.First of all, This part discusses the current marketing situation and analyzes its existing problems.Then,the author analyzes the macro environment including politics, economy, social and technological by PEST analysis method, and analyzes the competition environment by Michael Porter's Five Forces Model. Secondly, the internal environment is analyzed from the aspects of its resources and capabilities.Finally, based on the SWOT analysis, it spreads the advantages and disadvantages, as well as the opportunities and challenges. The third part is the core content of this paper. By conducting questionnaires and interviews, it gives a deep understanding of the current situation of the Park and listing out existing problems; it also offers in-depth analysis of market segmentation, targeting choice, market positioning and marketing strategy;Then through the rich products, adjust prices, widen marketing channels, hold promotional activities, such as the way to market promotion. By transforming marketing ideas and building up a competent marketing team, the Park can win over more policy support and improve its marketingABSTRACT III strategy. This paper aims to establish a complete marketing framework system through combination of PEST analysis, SWOT analysis and Michael Porter's Five Forces Model. Starting from the target market segmentation, clear market positioning,Through changing the marketing strategy of Qiong Kiln Site Park, we can take effective measures to meet the needs of market development. Keywords: Cultural tourism industry,Qiong Kiln Site Park,PEST ,SWOT,4P目录 IV 目录 第一章 绪 论.................................................................................................................... 1 1.1 研究背 景............................................................................................................ 1 1.2 研究意 义............................................................................................................ 2 1.3 研究思 路............................................................................................................ 2 1.4 研究方 法............................................................................................................ 3 1.5 研究内 容............................................................................................................ 3 第二章 理论基础及研究综 述........................................................................................ 5 2.1 相关理论基 础.................................................................................................... 5 2.1.1 PEST 分析 法........................................................................................... 5 2.1.2 波特五力分析模 型................................................................................. 5 2.1.3 SWOT 分析模 型..................................................................................... 5 2.1.4 STP 理 论................................................................................................. 5 2.1.5 4P 营销组合策 略.................................................................................... 6 2.2 遗产旅游营销研究综 述.................................................................................... 6 2.2.1 国外研究综 述........................................................................................ 6 2.2.2 国内研究综 述........................................................................................ 7 第三章 邛窑遗址公园现状分 析.................................................................................. 10 3.1 邛窑遗址公园市场营销现状分 析.................................................................. 10 3.1.1 邛窑遗址公园市场营销现 状.............................................................. 10 3.1.2 邛窑遗址公园市场营销存在的问题...................................................11 3.2 邛窑遗址公园外部环境的分析...................................................................... 12 3.2.1 宏观环境分 析...................................................................................... 12 3.2.2 邛窑遗址公园竞争环境的分 析.......................................................... 14 3.3 邛窑遗址公园的内部环境分 析...................................................................... 18 3.3.1 邛窑遗址公园概 况.............................................................................. 18 3.3.2 邛窑遗址公园资源分 析...................................................................... 19 3.3.3 邛窑遗址公园能力分 析....................................................................... 22 3.4 邛窑遗址公园的 SWOT 分 析........................................................................ 23 3.4.1 优 势...................................................................................................... 23 3.4.2 劣 势...................................................................................................... 24目录 V 3.4.3 机 会....................................................