I 摘要 随着我国社会矛盾的转变，人们从单纯的物质生活的满足，转化为对美好生活的追 求。与此同时，第三产业的飞速发展与政府新政策的大力支持，为旅游业发展带来了新 的发展机遇。但我们也不难看到，由于互联网时代的到来，旅游与数字、智能、体验紧 紧的联系在一起，消费者的需求也从原来的观光、度假转化为多元化、多层次的身心体 验。这些都迫切促使景区的营销策略进行现代化的革新。而如何在众多竞争者中抓住机 遇，在市场竞争中力争上游，持续提升发展潜力，已经是各个景区迫切需要解决的问题。 辽宁虽然以重工业发展为主，但其旅游资源也极其丰富，市场开发潜力极大。面对人民 日益增长的旅游需求和对多元化旅游产品的需要，景区营销策略优化显得尤为重要，有 必要加强该领域研究。本文的研究对象 HS 景区，作为辽宁的老牌景区,具有较高的观赏、 体验、文化和社会价值，并且能持续产生经济价值。同时，HS 景区的营销策略问题更 为突出，具有一定普遍代表性，因此有必要开展营销策略优化的相关研究。 基于此，本文选择 HS 景区为案例展开营销策略优化研究。首先，通过实地走访， 了解 HS 景区目前的营销现状，发现其存在产品创新不足、营销渠道单一、促销手段少、 人员沟通不足、景区价值展示不足、过程管理意识缺乏等问题；其次，通过对 HS 景区 外部环境和内部环境的分析，找到景区的机会、威胁、优势、劣势，并利用调查问卷结 果和 STP 理论重新对 HS 景区进行市场定位；再次，利用分析结果，针对具体问题，应 用 7PS 理论，形成优化的产品策略，价格策略，渠道策略，促销策略、人员与沟通策略、 有形展示策略、过程策略的组合营销策略；最后，在完善考核制度，推行行业标准制定， 资金支持等方面制定相应的保障措施，为 HS 景区优化的营销策略进行保驾护航。 本文通过对 HS 景区现有营销策略进行优化研究，不仅有助于提升景区在整个辽宁 甚至全国的影响力以及市场占有率，而且能为类似景区在营销方面找到一条新的发展路 径，推动可持续的优化发展，提升其竞争力。同时，本文的研究结论，不仅是针对 HS 景区的发展具有实践价值，还对其他景区的可持续发展也有重要的参考价值和借鉴作 用。 关键词 景区营销 营销策略 优化河北大学硕士学位论文 II Abstract With the change of social contradictions in our country, people's pursuit of a better life has changed from the satisfaction of simple material life. At the same time, the rapid development of the tertiary industry and the strong support of the government's new policies have brought new opportunities for the development of tourism. However, it is not difficult to see that with the advent of the Internet era, tourism is closely linked with digital, intelligent and experience, and the needs of consumers are also transformed from the original sightseeing and vacation to a diversified and multi-level physical and mental experience. These all urge the marketing strategy of the scenic spot to carry on the modern innovation urgently. How to seize the opportunity among many competitors, strive for the upper reaches in the market competition, and continuously improve the development potential has become an urgent problem to be solved in each scenic spot. Although Liaoning is dominated by the development of heavy industry, its tourism resources are also extremely rich and its market development potential is great. In the face of people's growing demand for tourism and the need for diversified tourism products, the optimization of scenic spot marketing strategy is particularly important, so it is necessary to strengthen the research in this field. HS scenic spot, the research object of this paper, as an old scenic spot in Liaoning Province, has high value of appreciation, experience, culture and society, and can continuously produce economic value. At the same time, the marketing strategy of HS scenic spot is more prominent and has certain universal representativeness. Therefore, it is necessary to carry out relevant research on marketing strategy optimization. Based on this, this paper chooses HS scenic spot as a case to carry out marketing strategy optimization research. First of all, through on-the-spot visits, we can understand the current marketing situation of HS scenic spot, and find that there are problems such as insufficient product innovation, single marketing channel, few promotion means, insufficient personnel communication, insufficient scenic spot value display, lack of process management awareness, etc.; secondly, through the analysis of the external and internal environment of HS scenic spot,Abstract III we can find opportunities, threats, advantages and disadvantages of the scenic spot, and make full use of them Use the results of questionnaire and STP theory to re orientate the market of HS scenic spot; thirdly, use the analysis results to form the optimized product strategy, price strategy, channel strategy, promotion strategy, personnel and communication strategy, tangible display strategy and process strategy combined marketing strategy; finally, improve the assessment system and promote the industry standard formulate, fund support and other aspects to formulate corresponding safeguard measures to guarantee the optimized marketing strategy of HS scenic spot. Through the optimization of the existing marketing strategy of HS scenic spot, this paper not only helps to improve the influence and market share of the scenic spot in the whole Liaoning and even the whole country, but also can find a new development path for similar scenic spots in marketing, promote the sustainable optimization development and enhance their competitiveness. At the same time, the conclusion of this paper not only has practical value for the development of HS scenic spot, but also has important reference value and reference function for the sustainable development of other scenic spots. Key words scenic spot marketing strategy optimization河北大学硕士学位论文 IV 目 录 第一章 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 国内外研究综述...............3 1.2.1 国内研究综述.........3 1.2.2 国外研究综述.........4 1.3 研究思路和技术路线.......5 1.3.1 研究思路.................5 1.3.2 技术路线.................6 1.4 研究方法与创新点...........6 1.4.1 研究方法.................6 1.4.2 创新点.....................7 第二章 相关理论基础................8 2.1 相关概念...........................8 2.1.1 旅游景区.................8 2.1.2 服务营销.................8 2.2 相关营销理论...................8 2.2.1 STP 目标市场定位理论........................8 2.2.2 7PS 营销理论.......10 第三章 HS 景区营销现状及问题分析.................. 13 3.1 HS 景区的基本情况...... 13 3.1.1 HS 景区简介........ 13 3.1.2 HS 景区发展概况 13 3.2 HS 景区营销现状.......... 14 3.2.1 产品方面...............14目 录 V 3.2.2 定价方面...............14 3.2.3 营销渠道方面.......15 3.2.4 促销方面...............15 3.2.5 人员与沟通方面...16 3.2.6 有形展示方面.......16 3.2.7 服务过程方面.......17 3.3 HS 景区营销策略中存在的问题................. 17 3.3.1 产品创新不足.......18 3.3.2 定价体系有待完善..............................18 3.3.3 营销渠道单一.......19 3.3.4 促销手段少...........20 3.3.5 人员与沟通不足...20 3.3.6 景区价值展示不足..............................21 3.3.7 过程管理意识缺乏..............................21 第四章 HS 景区营销环境分析.............................. 23 4.1 外部环境分析.................23 4.1.1 宏观环境分析.......23 4.1.2 市场环境分析.......26 4.1.3 HS 景区营销的外部环境评价........... 29 4.2 内部环境分析.................33 4.2.1 HS 景区营销的优势........................... 33 4.2.2 HS 景区营销的劣势........................... 35 4.2.3 HS 景区营销的内部环境评价........... 36 第五章 HS 景区营销策略的调整与优化.............. 38 5.1 基于 STP 的 HS 景区市场调整....................38 5.1.1 市场细分方面.......38 5.1.2 目标市场的选择方面..........................40 5.1.3 市场定位方面.......41河北大学硕士学位论文 VI 5.2 基于 7PS 的市场营销策略优化...................42 5.2.1 产品策略...............42 5.2.2 价格策略...............44 5.2.3 渠道策略...............45 5.2.4 促销策略...............46 5.2.5 人员与沟通策略...47 5.2.6 有形展示策略.......48 5.2.7 过程策略...............50 第六章 HS 景区营销策略的保障措施.................. 52 6.1 完善考核制度.................52 6.2 努力推进行业标准制定.53 6.3 资金保障.........................54 第七