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旅游产业虽然起步较晚,但是其发展势头锐不可当,发展速度惊人。旅游业的发展 不仅能够丰富人民的文化生活、解决一大部分人的就业问题,而且能够优化产业结构、 带动其他产业发展。在旅游产业迅速发展的大背景下,近年来,全胜峡景区的游客人数 节节攀升,旅游收入也呈现出稳步增长的势头。在全胜峡景区的发展过程中,营销策略 的制定与实施起到极为重要的作用。 本文在对市场营销、旅游营销和景区营销的等文献的梳理和对全胜峡景区的营销现 状的分析基础之上,利用问卷调查法收集相关数据,发现全胜峡景区在营销当中存在以 下五个方面的问题:第一,客源地较为狭窄;第二,旅游产品缺乏特色;第三,定价不 够灵活;第四,营销渠道较为传统;第五,促销策略比较单一。为了有效的把全胜峡景 区打造成游客首选的旅游目的地,全胜峡景区要做好以下七个方面的营销策略:第一, 以目标市场为导向创新旅游产品;第二,以游客需求为出发点设计产品定价;第三,以 视觉冲击为着力点进行视觉营销;第四,以游客体验为中心实施体验营销;第五,以红 色文化为内涵推动文化营销;第六,以美誉度提升为目的加强口碑营销;第七,以信息 技术为载体促进网络营销。在营销策略实施过程中,全胜峡景区应该从以下五个方面做 好保障:第一,创建高效的组织架构;第二,策划新颖的营销方案;第三,培养优秀的 工作人员;第四,建立完善的考评机制;第五,树立常态化的防控思维。 关键词全胜峡景区体验营销口碑营销网络营销营销策略 河北大学硕士学位论文 IV Abstract Althoughthetourismindustrystartedlate,itsdevelopmentmomentumisinescapableand itsdevelopmentspeedisamazing.Thedevelopmentoftourismcannotonlyenrichpeople's culturallifeandsolvetheemploymentproblemofmostpeople,butalsooptimizethe industrialstructureandpromotethedevelopmentofotherindustries.Underthebackgroundof therapiddevelopmentoftourismindustry,inrecentyears,thenumberoftouristsin Quanshengxiascenicareahasbeenincreasingsteadily,andthetourismrevenuehasalso shownasteadygrowthmomentum.InthedevelopmentprocessofQuanshengxiascenicspot, theformulationandimplementationofmarketingstrategyplaysanimportantrole. Basedontheliteraturereviewofmarketing,tourismmarketingandscenicspotmarketing andtheanalysisofthecurrentmarketingsituationofQuanshengxiascenicspot,thispaper usesthequestionnairesurveytocollectrelevantdataandfindsthattherearefiveproblemsin themarketingofQuanshengxiascenicspot:first,thesourceoftouristsisrelativelynarrow; second,thetourismproductsarelackofcharacteristics;third,thepricingisnotflexible enough;Fourth,themarketingchannelismoretraditional;fifth,thepromotionstrategyis relativelysingle.InordertoeffectivelybuildQuanshengGorgeScenicAreaintothetourist destinationofchoicefortourists,QuanshengGorgeScenicAreashoulddowellinthe followingsevenaspectsofmarketingstrategies:first,innovativetourismproductsguidedby thetargetmarket;second,productpricingbasedontourists'needs;third,visualmarketing focusedonvisualimpact;fourth,experiencecenteredimplementationMarketing;fifth,to promoteculturalmarketingwiththeconnotationofredculture;sixth,toenhancereputation; seventh,topromotenetworkmarketingwiththecarrierofinformationtechnology.Inthe processofmarketingstrategyimplementation,Quanshengxiascenicspotshouldbe guaranteedfromthefollowingfiveaspects:first,tocreateanefficientorganizationalstructure; second,toplannewmarketingprograms;third,totrainexcellentstaff;fourth,toestablisha soundevaluationmechanism;fifth,toestablishanormalthinkingofpreventionandcontrol. KeywordsQuanshengxiascenicExperiencemarketingWord-of-mouthmarketing NetworkmarketingMarketingstrategy 河北大学硕士学位论文 VI 目录 第1章绪论...........................................................................................................................1 1.1研究背景和意义..........................................................................................................1 1.1.1研究背景............................................................................................................1 1.1.2研究意义............................................................................................................2 1.2国内外研究文献综述..................................................................................................3 1.2.1国外研究文献综述............................................................................................3 1.2.2国内研究文献综述............................................................................................5 1.3研究内容......................................................................................................................7 1.4研究方法......................................................................................................................7 1.5创新之处......................................................................................................................8 第2章理论基础.....................................................................................................................9 2.1市场细分......................................................................................................................9 2.2整合营销......................................................................................................................9 2.3体验式营销..................................................................................................................9 2.4网络营销....................................................................................................................10 2.5口碑营销....................................................................................................................10 第3章唐县全胜峡景区概况及营销现状...........................................................................12 3.1全胜峡景区概况........................................................................................................12 3.1.1自然景观..........................................................................................................12 3.1.2人文景观..........................................................................................................12 3.1.3社会环境..........................................................................................................13 3.2全胜峡景区营销现状分析........................................................................................14 3.2.1全胜峡景区产品分析......................................................................................14 3.2.2全胜峡景区价格分析......................................................................................14 3.2.3全胜峡景区渠道分析......................................................................................14 3.2.4全胜峡景区促销分析......................................................................................15 目录 第4章全胜峡景区游客特征及景区营销情况调查分析...................................................16 4.1问卷设计与数据收集................................................................................................16 4.2受访者基本情况与旅游行为特征............................................................................17 4.3受访者对全胜峡景区的认知....................................................................................22 4.4受访者全胜峡景区的出行行为................................................................................24 4.5受访者对全胜峡景区营销策略的评价....................................................................29 4.6全胜峡景区营销中存在的问题................................................................................31 第5章全胜峡景区的营销策略优化...................................................................................34 5.1以目标市场为导向创新旅游产品............................................................................34 5.2以游客需求为出发点设计产品定价........................................................................35 5.3以视觉冲击为着力点进行视觉营销........................................................................36 5.4以游客体验为中心实施体验营销............................................................................37 5.5以红色文化为内涵推动文化营销............................................................................38 5.6以美誉