【作者】 张大伟；

【导师】 周修亭；

【作者基本信息】 郑州大学 ， 工商管理， 2012， 硕士

【摘要】 河南焦作修武县云台山风景区经过十二年的发展,已经从一个名不见经传的省内景区,发展成为一个世界知名的国际性景区。而焦作云台山景区的发展,可以说是中国旅游业发展的一个缩影。截止目前,云台山景区已经获得世界地质公园、国家重点风景名胜区、国家5A级景区、国家文明风景旅游区、国家森林公园、国家水利风景名胜区、国家猕猴自然保护区等众多荣誉称号。这些荣誉称号的获得,一方面是我国旅游业的发展,给云台山景区的发展提供了良好的机会；另一方面,也和云台山景区软硬件建设的加快、景区的营销等各方面是分不开的。正是这两者的结合,使云台山景区的发展创造了令世界瞩目的“云台山速度”和“云台山效应”。近几年,云台山景区得到了长足的发展,其游客数量和收益在河南省、乃至在全国都是很高的。但是,游客数量的增多与景区的建设步伐不一致的现象也逐渐显现出来。在旅游旺季,游客拥挤、景区内工作人员素质不高等现象也日益显现。纯粹的追求游客数量和效益的增加,对云台山景区的长远发展是不利的。如何通过整体营销的方式,使景区在数量和质量上同步健康发展,应是景区管理者应着重考虑的问题。本论文将以案例的形式进行写作,共分四个部分,从写作背景、案例背景、案例分析、存在不足和改进建议等方面进行论述。主要内容包括：云台山景区的发展现状；云台山景区营销现状分析；整体营销的含义及成功案例；云台山景区整体营销推广研究。本文将利用市场营销的基本理论对云台山景区现有的营销模式进行分析,并从中找出目前的营销模式的不足,提出整体营销的方法；利用企业战略中的SWOT分析法,对云台山景区的核心竞争力进行分析,制定出适合云台山景区的整体营销模式。文章将通过对云台山景区的营销模式的分析,探索整体营销这一先进的营销模式,充分调动景区利益相关者的积极性,内外联动,加强基础设施建设的同时,提高景区管理人员和景区从业者的整体素质和工作积极性,切实提高景区管理水平,希望对景区景点的营销模式制定进行探索和尝试。更多还原

【Abstract】 Located in Xiuwu county, Jiaozuo City, Henan province, Mount Yuntai Scenic spot has developed for12years. And it has become a world famous scenic spot from a little-known scenic spot of henan province. The development of Mount Yuntai Scenic spot is the miniature of the development of Chinese tourism. Up to now, Mount Yuntai Scenic spot has won World Geopark, many honorary titles,such as World Geopark, the national key scenic spots, national5A scenic spot, national civilized tourist area, national forest park, national water conservancy scenic spot, national rhesus monkey Nature Reserve Park. For its titles, on one hand, the development of tourism in China, provides a good opportunity to the development of Mount Yuntai Scenic spot. On the other hand, it belongs to the speeding up the construction of hardware and software of Mount Yuntai Scenic spot, and the marketing. It is the combination of the them to create the the "Yuntaishan speed" and the "Yuntaishan effect", which has attracted worldwide attention.Mount Yuntai Scenic spot,we see that it indeed has been considerable development, and the number of visitors in Henan Province, and even in the country is very high. However, the increase of the number of tourists is inconsistent with the pace of construction in the scenic is also gradually becoming apparent. during the tourist season, Crowded visitors to the scenic sopt, quality of the staff are also increasingly apparent. Pure pursuit of the increase in the number of visitors and benefits, is detrimental to the long-term development of Mount Yuntai Scenic spot. The scenic managers should focus on the consideration of the scenic spot simultaneously on the quantity and quality of health development by total marketing.This thesis is divided into four chapters. It mainly described how to use total marketing on the scenic marketing. The main contents include:the development status of Mount Yuntai Scenic spot; marketing analysis of Mount Yuntai Scenic spot; the meaning of the total marketing and its successful cases; total marketing research of Mount Yuntai Scenic spot.We use the basic theory of marketing to analyze and find out the deficiencies of the current marketing model. We use the SWOT analysis on its analysis, and define its core competitivenesses. Then we can use the total marketing to find a suitable method to fit the marketing of Mount Yuntai Scenic spot.This paper explore the total marketing advanced marketing model through the analysis of Yuntaishan scenic marketing model, fully mobilize the enthusiasm of the scenic stakeholders, internal and external linkage, strengthen infrastructure construction, improve the management of scenic spots and scenic practitioners the overall quality and enthusiasm, and effectively improve the scenic area management level. According to the successful experience of other scenic spots, and TV drama combination of scenic visibility, hoping to explore and try to make a marketing model to develop the scenic spot.更多还原