Classified Index:F713.56 U. D.C.: 658.9 Dissertation for the Master Degree of Master of Business Administration Research on Marketing Strategy of Y Hot Spring Candidate： Liang Qianyi Supervisor： Jiang Caifen Speciality： Business Administration School of Management May, 2023 School： Date of Defence： Degree Offering Institution： Guangzhou University 摘要 摘要 最近几年我国的经济发展水平越来越高了，国民收入水平稳步上升，在这样的大环 境之下，旅游也出现了蓬勃的发展态势。度假村在旅游业中占有举足轻重的地位，在旅 游业向好的背景之下快速崛起。但是，同类产品却越来越多，度假村的竞争越来越激烈。 再加上疫情解封的冲击，旅游行业必然会出现新的活力。如何增强竞争力，在同类型度 假村中崭露头角，并取得了预期的经营收益，维持长期竞争优势，达到可持续发展的目 的，正是这一阶段研究的焦点。 本论文选取了 Y温泉度假村作为研究的对象，应用市场营销理论，并与度假村的实 际相结合，研究和讨论了它们的营销策略。首先运用 SWOT分析法，PEST分析法对度 假村目前营销环境进行分析。其次，通过实地走访 Y温泉度假村、问卷调查等方式获得 第一手的信息与资料，总结分析资料，概述了 Y温泉度假村在产品、价格、渠道和促销 所面临的主要问题。如：产品方面：产品品牌价值没有凸显、产品组合简单；价格方面： 定价过高、价格机制不健全、价格定位分析不到位；渠道方面：自建网络部不健全、对 中间商依赖严重；促销方面：促销组合简单，促销不到位等。 最后基于 4p营销理论提出相应营销策略建议。产品策略方面：打造品牌价值、打 造温泉+运动游玩、温泉结合网红元素产品；价格策略方面：制定价格折扣策略、价格 定制策略；渠道策略方面：健全官网营销渠道、加强合作营销渠道；促销策略方面：确 定促销范围、促销手段等。 关键词：营销策略；度假村；Y温泉度假村；IPA模型 I Abstract ABSTRACT In recent years, Chinas economic development standards has continuously improved, which has led to a steady increase in the level of national income. In this environment, tourism has also shown a momentum of vigorous development. As an important part of the tourism industry, holiday resorts have become more popular especially against the backdrop of favorable tourism. However, the number of similar products is increasing, and the competition of resorts is becoming increasingly fierce. In addition to the impact of the epidemic, thetourism industry is boundto usher innew vitality. Howto improve competitiveness, stand out among similar resorts and obtain expected operating income, maintain long-term competitive advantage, and achieve sustainable development are the key issues at this stage. This paper looks into Y Hot Spring as a case study, using the marke