I 摘要 改革开放以来，人们的生活水平不断提高，从最初满足生存需求，到如今追 求精神食粮，人们的需求在不断提高，外出旅游成为大众休闲放松的热点话题, 走马观花式的旅游方式是前些年人们旅游状况的真实写照，现如今，人们已经不 满足这种纯观光的旅游形式，旅游的供给也随消费者的需求不断升级，生态游、 休闲游、吃货游等多样化的旅游形式层出不穷，各个景区也在激烈的竞争中不断 改善升级，如何在众多景区中，提高知名度吸引消费者眼球，是大多数景区正面 临与思考的问题。 本文以W景区为研究对象，理论分析和实地考察相结合，查阅相关文献， 运用分析工具对现状以及微观宏观环境进行整理分析，并实地进行人员走访，问 卷调查等，在理论研究和问卷调查的基础上，发现W景区在营销方面中尚存在 不足之处，主要表现在产品内容单一、价格缺乏灵活性、渠道单一以及推广力度 和范围较小等问题，这些都制约着W景区的发展，为此，本文针对目前营销中 所存在的问题一一提出相关性建议，分别从产品、价格、渠道和推广四方面制定 改进措施，同时从景区内部机构和外部条件角度提出了保障措施。 本文一共分为六个章节。第一章研究我国旅游业的背景与意义；第二章介绍 W目前营销状况以及营销环境分析；第三章对W景区做问卷调查以及提出目前 营销存在问题；第四章制定营销策略的改进措施；第五章提出了营销策略的保障 措施；第六章进行总结和展望。 本文通过对W风景区的营销现状进行分析，提出了一些有助于提高其营销 水平的策略，希望这些策略能为W风景区的运营管理人员进行决策提供一些有 益的参考和借鉴，也期待该研究能为同类景区的营销带去一些启发！ 关 键 词：W风景区；营销策略；4P； 论文类型：应用研究类 选题来源：其他 ABSTRACT II ABSTRACT Since the reform and opening up, people's living standards have been improving. From the initial meeting of survival needs to the pursuit of spiritual food, people's needs have been increasing. Going out to travel has become a hot topic of public leisure and relaxation. The horse watching style of tourism is the real reflection of people's travel situation in the past few years. Now, people are not satisfied with this kind of pure tourism form The supply of tourism is also upgrading with the demand of consumers. Various forms of tourism, such as ecological tourism, leisure tourism and food tourism, are emerging in an endless stream. Various scenic spots are also improving and upgrading in the fierce competition. How to improve the popularity of many scenic spots to attract consumers' attention is a problem that most scenic spots are facing and thinking about.. This paper takes w scenic spot as the research object, combines theoretical analysis with on-the-spot investigation, looks up relevant literature, uses analysis tools to sort out and analyze the current situation and micro macro environment, and conducts on- the-spot personnel visit, questionnaire survey, etc. on the basis of theoretical research and questionnaire survey, it finds that there are still shortcomings in the marketing of W scenic spot, mainly in the single product content , the lack of flexibility in price, the single channel, and the small promotion intensity and scope restrict the development of W scenic spot. Therefore, this paper puts forward relevant suggestions one by one for the problems existing in the current marketing, and makes improvement measures from the four aspects of product, price, channel and promotion respectively. At the same time, it puts forward safeguard measures from the perspective of internal organization and external conditions of the scenic spot. This paper is divided into six chapters. The first chapter studies the background and significance of China's tourism industry; the second chapter introduces the current marketing situation and marketing environment analysis of W; the third chapter makes a questionnaire survey of W scenic spot and puts forward the existing problems of marketing; the fourth chapter makes improvement measures of marketing strategy; the fifth chapter puts forward the safeguard measures of marketing strategy; the sixth chapter summarizes and prospects. ABSTRACT III Based on the analysis of the current marketing situation of W scenic spot, this paper puts forward some strategies that can help to improve its marketing level, hoping that these strategies can provide some useful reference for the operation and management personnel of W scenic spot to make decisions, and also hope that this research can bring some inspiration for the marketing of similar scenic spots!! KEY WORDS: W Scenic Spot; Marketing startegy; 4P Dissertation Type: Applied research Subject Source: other 目录 IV 目 录 第一章 绪论 .................................................................................................................... 1 第一节 研究背景与意义........................................................................................ 1 一、研究背景 .................................................................................................. 1 二、研究意义 .................................................................................................. 2 第二节 国内外研究状况........................................................................................ 2 一、国外研究状况 .......................................................................................... 2 二、国内研究状况 .......................................................................................... 3 三、国内外研究综述...................................................................................... 4 第三节 研究内容和方法........................................................................................ 5 一、研究内容 .................................................................................................. 5 二、研究方法 .................................................................................................. 7 第二章 W风景区营销现状与营销环境分析 .............................................................. 9 第一节 W风景区营销现状 ................................................................................... 9 一、W景区简介 ............................................................................................. 9 二、W景区目前营销状况 ........................................................................... 10 第二节 W风景区营销环境分析 ......................................................................... 13 一、PEST分析 ............................................................................................. 13 二、W景区微观环境分析 ........................................................................... 17 第三章 W风景区问卷调查及营销存在问题 ............................................................ 21 第一节 W风景区问卷调查 ................................................................................. 21 一、问卷设计 ................................................................................................ 21 二、问卷调查的发放.................................................................................... 21 三、调查结果及分析.................................................................................... 21 第二节 W风景区营销存在问题 ......................................................................... 26 一、产品问题 ................................................................................................ 26 二、价格问题 ................................................................................................ 28 三、渠道问题 ................................................................................................ 30 四、推广问题 ................................................................................................ 30 第四章 W风景区营销策略制定 ................................................................................ 33 第一节 W风景区产品策略 ................................................................................. 33 目录 V 一、开发多元化的旅游产品 ....................................................................... 33 二、开发W景区特色商品 .......................................................................... 34 三、增加演出和娱乐项目 ............................................................