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MBA论文_青海湖旅游集团有限公司青海湖景区营销策略优化研究

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MBA学位论文
作者:马莉
青海湖旅游集团有限公司青海湖景区营销策略优化研究
青海湖旅游集团有限公司青海湖景区营销策略优化研究
中文摘要
近年来,由于我国富有特色小康社会主义市场经济的蓬勃发展和快速不断
的进步,以及为了满足我国广大人民对于提供更高端生活质量的迫切追求,旅
游业已经逐渐受到了国家以及各个地区的广泛重视关注和大力投资和支持。国
务院多次从国家深化改革发展战略部署层面提出要求,要将全域旅游业持续发
展建设成为振兴国民经济的一项战略性重大支出,也成为能让人民广大群众更
加容易满意的特色服务型旅游产业。青海湖是目前为止我国最大的内陆地区高
原淡水湖泊,拥有多样的自然资源以及优质人文旅游资源。
青海湖旅游集团有限公司目前是青海湖旅游景区政府唯一的特许经营所属
国有资产和产业市场发展和运作主体,是青海湖旅游景区市场发展的主体、投
融资的主体和管理经营的主体,主要是负责统一管理环青海湖各旅游景区的经
营和管理。近年来,景区收入虽有所上升,但景区存在的问题也逐渐明显,加
之青海湖纳入国家公园管理相关事宜已提上日程,如何在发展景区旅游业的同
时,兼顾生态保护要求成为公司面临的机遇与挑战。
本文以青海湖旅游集团有限公司为主要研究对象,通过数据库搜索并收集
整理了一定量的市场营销文献资料,采取实地调研、面对面走访等多种方式和
手段,结合了市场营销的相关概念和基础理论,通过 pest分析法、swot分析法
进行了内外部环境分析,进而对公司青海湖旅游景区市场营销的现状以及问题
进行了探讨和分析,同时,进一步分析目前营销战略的不足之处以及形成这些
不足和问题的主要原因;以 stp分析法、7ps营销理论等为基础工具,针对该
公司就青海湖风景区营销策略实施优化的方法进行思考与探讨 ,进一步确立了
营销策略在制定之后所需要的支撑保障的相关具体措施。
本文对青海湖旅游集团有限公司就青海湖景区的营销策略进行设计和改进,
一方面提高游客满意度,吸引更多的潜在客户,另一方面进一步提升产品结构,
优化公司相关制度及基础保障措施,为游客提供更优质的产品和服务。希望通
过这些营销策略的优化和进一步的改进,能为青海湖旅游集团有限公司发展提
供一定的参考,更利于青海湖景区今后的开发、保护和规划。
关键词:青海湖,市场营销,营销组合策略
III

MBA学位论文
作者:马莉
青海湖旅游集团有限公司青海湖景区营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF QINGHAI LAKE OFQINGHAI
LAKE TOURISM GROUP Co., Ltd.
Abstract
In recent years, because our country is characteristic of well-off the vigorous
development of the socialist market economy and rapid progress continuously, and
in order to satisfy the masses of the people in China to provide more upscale life
supplies the urgent pursuit of quality, the tourism has gradually been a wide attention
of all ethnic groups, and each region of the concern and investing heavily in support.
The State Council has repeatedly put forward the requirements from the level of
national strategic deployment for deepening reform and development, to make the
sustainable development and construction of all-region tourism a strategic major
expenditure to revitalize the national economy, and also become a characteristic
service-oriented tourism industry that can make the general public more easily
satisfied. Qinghai Lake is by far the largest inland plateau fresh water lake in China,
with a variety of natural resources and high-quality cultural tourism resources. At
present, Qinghai Lake Tourism Group Co., Ltd. is the only industry market
development and operation subject of the government of Qinghai Lake tourist scenic
spot franchising, as well as the main body of the market development, investment
and financing and management of Qinghai Lake tourist scenic spot. It is mainly
responsible for the unified management of the operation and management of the
tourist scenic spots around Qinghai Lake. In recent years, although the income of the
scenic spot has increased, the problems of the scenic spot have become increasingly
obvious. In addition, the issue of Qinghai Lake being included in the management of
the national park has been put on the agenda. How to take into account the
requirements of ecological protection while developing the tourism of the scenic spot
has become an opportunity and challenge for the company.
Based on the Qinghai lake tourism group co., LTD., as the main research object,
IV

MBA学位论文
作者:马莉
青海湖旅游集团有限公司青海湖景区营销策略优化研究
through a database search and collect a certain amount of marketing literature, USES
the field investigation and visit face to face a variety of ways and means, combines
the relevant concepts and basic theory of marketing, through the pest analysis, swot
analysis for the environmental analysis, Qinghai lake scenic spots on the company
marketing the present situation of the problem are discussed and analyzed, further to
find reasons. Analyze the deficiency of current marketing strategy and the main
causes of these problems; Taking STP analysis method and 7Ps marketing theory as
the basic tools, this thesis considers and discusses the method of implementing and
optimizing the marketing strategy of Qinghai Lake Scenic Spot, and further
establishes the measures that need to be guaranteed in the process of formulating the
marketing strategy.
This thesis designs and improves the marketing strategy of Qinghai Lake
Tourism Group Co., Ltd. on Qinghai Lake Scenic Area. On the one hand, it can
improve the satisfaction of tourists and attract more potential customers. On the
other hand, it can further improve the product structure and provide better products
and services for tourists. It is hoped that through the optimization and further
improvement of these marketing strategies, it can provide some reference for the
development of Qinghai Lake Tourism Group Co., Ltd. and more conducive to the
development, protection and planning of Qinghai Lake scenic spot in the future.
Key words: Qinghai Lake, marketing, Marketing mix strategy
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