TF公司旅游产品开发策略研究
Study on Tourism Product Development Strategy of TF Company
Abstract
Tourism products are the core of the whole tourism development, and their rational
development and utilization play a vital role in the tourism development. Only by complying
with the evolving requirements of the New Era, actively adapting to the diversified demands of
consumers, resolving development challenges, and innovatively developing tourism products, can
tourism companies survive and achieve greater success. TF Company is a tourism and culture
company in Tengchong, which used to suffer from its mono and scattered product spectrum,
short industrial chain, and its featureless and unsubstantial product development. How to
formulate a reasonable tourism product development strategy to ensure its advantage in the
market competition of similar products is an enterprise problem that TF company needs to
solve.
Taking TF company as the research object and tourism product development strategy as
the research theme, this thesis makes an in-depth analysis of TF company's resources, market,
products and industry environment by using RMP analysis theory, STP analysis and Porter's
five forces analysis model. Based on the analysis, this thesis clarifies the advantages and
disadvantages of the company's resources, tourism market situation, product weaknesses and
industry environment, puts forward the objectives, market positioning and development
principles of the company's tourism product development, puts forward the product
development path from the perspective of creative tourism, and explores the tourism product
development strategy. In terms of product development, TF company should adhere to the
theme, innovation and interactivity of the product. By building brand, expanding connotation,
interactive participation and extending theme, it should develop core products with volcanic
elements, and take the rich content of cultural and creative gift and air tour project as the key
products. And the "1+2+N" product development strategy, which includes various products
such as Banshan Hotel, agricultural experience manor and high-end tourism route
customization, makes TF's tourism products more unique and competitive in the market.
The research results of this thesis are expected to provide useful reference value for the
product and future development of TF Company. At the same time, it can formulate product
development strategies for familiar companies in Tengchong City.
Key Words：TF Company; Tourism Product; Development Strategy
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景与意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究目的意义........................................................................................ 1
1.2 研究内容与技术路线....................................................................................... 2
1.2.1 研究内容................................................................................................ 2
1.2.2 研究方法................................................................................................ 2
1.2.3 技术路线................................................................................................ 3
2 理论综述...................................................................................................................... 5
2.1 国内外研究概况............................................................................................... 5
2.1.1 旅游产品研究概况................................................................................ 5
2.1.2 创意旅游研究概况................................................................................ 6
2.2 分析工具........................................................................................................... 7
2.2.1 昂谱（RMP）分析理论 ....................................................................... 7
2.2.2 STP分析................................................................................................ 8
2.2.3 波特五力分析模型................................................................................ 8
3 TF公司基本情况 ...................................................................................................... 10
3.1 公司概况......................................................................................................... 10
3.2 公司旅游产品................................................................................................. 11
4 TF公司旅游产品开发分析 ...................................................................................... 13
4.1 资源分析......................................................................................................... 13
4.1.1 腾冲市旅游资源情况.......................................................................... 13
4.1.2 公司资源分析...................................................................................... 15
4.1.3 分析小结.............................................................................................. 20
4.2 市场分析......................................................................................................... 21
4.2.1 旅游市场现状........................................................................................ 21
4.2.2 旅游客源市场现状................................................................................ 21
4.2.3 旅游市场 STP分析............................................................................... 25
4.2.4 分析小结................................................................................................ 28
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TF公司旅游产品开发策略研究
4.3 产品分析......................................................................................................... 29
4.3.1 产品现状.............................................................................................. 29
4.3.2 当前旅游产品存在问题...................................................................... 30
4.3.3 分析小结.............................................................................................. 30
4.4 行业环境分析................................................................................................. 31
4.4.1 波特五力模型分析.............................................................................. 31
4.4.2 分析小结.............................................................................................. 33
4.5 产品开发分析结论......................................................................................... 33
5 TF公司旅游产品开发策略 ...................................................................................... 35
5.1 产品开发目标及市场定位............................................................................. 35
5.2 产品开发原则................................................................................................. 35
5.3 产品开发途径................................................................................................. 36
5.4 “1+2+N”产品开发策略.................................................................................. 36
5.4.1 系列核心产品..................................