石燕湖生态旅游营销策略研究

【作者】 张林；

【导师】 罗剑宏；

【作者基本信息】 中南大学 ， 工商管理， 2011， 硕士

【摘要】 随着经济社会的快速发展和人民生活水平的提高,人们对生活质量提出了更高的要求。外出旅游特别是绿色生态旅游活动成为很多人的的选择。同时旅游行业的竞争也日益加剧,旅游营销逐渐成为业界关注的焦点,营销理论已经广泛应用于指导旅游行业的发展。位于长株潭三市交汇处的石燕湖生态旅游景区,是国家旅游局首批评定的AAA级旅游景区,景区内拥有丰富的旅游资源,具有优美的景色和生态环境。但目前景区内许多旅游产品开发的层次不高,营销手段和方法都不到位。本文运用基础营销理论,首先对石燕湖的营销现状及其环境进行SWOT分析,并在此基础上,运用STP战略理论对石燕湖进行市场细分、目标市场的选择及市场定位。然后根据4Ps理论从产品、价格、渠道、促销四个方面提出了相应的旅游营销策略,最后从石燕湖的员工、管理人员、当地政府部门等方面提出了一些相关的建议。主要得到了如下结论：随着长沙市经济的快速发展及长株潭两型社会的建设,石燕湖迎来了良好的发展机遇。石燕湖目前存在的问题主要体现在：品牌尚未树立、产品的更新不够,交通及景区内设施不完善、旅游路线不尽合理、缺乏专业促销团队等。石燕湖的旅游市场定位为长株潭地区,随着旅游产品的进一步开发,逐步扩大市场空间。石燕湖旅游应以市场定位为中心,加强旅游产品的深度开发,提高现有的观光旅游产品的档次,设计一条让游客满意的旅游路线,并选择科学合理的定价策略。同时注重短渠道、间接渠道及加强与旅行社的合作,充分运用诸如广告、公关关系、网络等现代促销手段在长株潭地区进行旅游产品的推广。更多还原

【Abstract】 With the rapid development of economy, people have had higher pursuit towards the standards of spiritual life. Traveling has become most people’s choice, specially the green eco-tourism traveling. At the same time, competition in the tourism industry becomes fiercer and fiercer, therefore, tourism marketing gradually becomes the focal point watched by people, and now marketing theory has been widely applied to guide the development of the tourism industry.Shiyan Lake’s Ecotourism, locating in the unction of changsha-zhuzhou- xiangtan, is the first the AAA class tourist attractions assessment by the China National Tourism Administration. The area is rich in tourism resources, beautiful scenery and ecological environment. But the development of many tourism products in this area is not in high level, and marketing tools and methods are not effective. This paper bases on marketing theory, first SWOT analyses the marketing status of Shiyan Lake and its environment, and then on this basis, I use STP strategic theory to subdivide market, to choose target market towards and to position market towards Shiyan Lake. According 4Ps theory, tourism marketing strategies are provided from the four aspects of product, price, channel, promotion puts, employees, officers, local government. And finally we have this conclusion:With the rapid economic development and Changzhutan two type society construction, Shiyan Lake has a good opportunity for development. Shiyan lake’s current problems are mainly reflected in these aspects:the brand having not been set, the updating of product can not meet the needs of tourists and the product being not been in-depth developed, transportation and communication facilities within the area are imperfect, having no reasonable travel routes, the most important problem is the lack of a trained and professional sales team. Shiyan Lake is Changsha-Zhuzhou-Xiangtan region, with the further development of tourism products, the market space can gradually expand. Shiyan lake’s tourism should regard market position as the center, enhance the depth of tourism product development, improve the current tourism product quality, design a tourist route satisfied by visitors, and select scientific and rational pricing strategy, carry out accompanying pricing strategies for popular products, but high-priced strategy for self-development, unique tourism products, such as the quality of development training, race and so on, ticket prices can be floated according to seasonal tourism, and that discrimination pricing strategy can be adopted basing on the actual situation. At the same time focus on short-channel, indirect channels and strengthen co-operation among travel agencies; fully use modern promotion means,such as advertising, public relations, promotions, Internet and so on to expand the tourism products in Changsha, Zhuzhou, and Xiangtan.更多还原