【作者】 王蕾；

【导师】 叶强；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2016， 硕士

【摘要】 随着经济的发展,人们生活水平与经济收入有了较大的提高,对于具有较高生活质量的休闲旅游的需求也随之增加,休闲旅游成为人们度过闲暇时间的一种最佳选择。但随着传统休闲旅游的普及,人们对于旅游度假有了更高的要求,传统的旅游观光已经不能完全满足人们的进一步需求。近些年兴起的度假村式旅游,在旅游放松的同时又能提升自身健康,迎合了人们新的旅游需求,近期得到了迅速发展。同时,由于该行业的迅速崛起,也为行业中的经营企业带来了很大的竞争压力,而休闲旅游行业相对来说,投入资金较大,回收周期较长,存在一定的经营风险,企业如何正确开发、经营、规划和管理企业从而提高企业的竞争力,则是我们要思考的问题。尤其是具体旅游项目营销上存在一些问题,如缺乏专业的营销团队、品牌意识和营销理念落后、信息网络化相对落后、营销渠道不畅等问题。因此,如何提高度假村营销效果将是度假村旅游可持续发展研究的重要课题。研究首先通过对百草园休闲生态度假村进行实地调研,进而对度假村的营销环境包括宏观环境、行业环境、目标市场和消费者环境进行分析,并通过对营销环境进行SWOT分析,明确百草园休闲生态度假村所处的营销环境。其次通过对百草园休闲生态度假村的营销现状进行分析,包括对其营销现状与存在的问题进行分析,找出在营销方面阻碍企业发展的因素。最后,给出百草园休闲生态度假村的营销策略及其保障措施。通过研究主要得出以下结论:随着黑龙江地区旅游业迅速健康的发展,百草园休闲生态度假村有着广阔的发展前景,但在营销策略上仍然存在一系列问题。如缺乏专业的营销团队,品牌意识和营销理念落后、信息网络化程度不够等。百草园休闲生态度假村将通过打造一支精英营销团队,运用产品策略、网络营销等策略提升自身的品牌,最终实现旅游度假村效益的增加。本研究对我国中小旅游度假企业在营销策略方面具有一定的借鉴意义。更多还原

【Abstract】 With the development of economy, people’s living standards improve,people’s income has been greatly increased, and people have a higher quality of life for leisure travel demand. Leisure tourism has become the best choice for people to spend their leisure time. But with the improvement of people’s living level, people have a higher pursuit of tourism, traditional tourism has not attracted a lot of people’s interest, and in recent years, the rise of tourism in the same time to improve their health resort style travel to meet their needs, so has been rapid development. Can imagine the rise of the industry has brought a lot of competition, and due to the leisure tourism industry is relatively large investment,long payback period, as the government is concerned how to guide the healthy development of enterprises, as a business, how to develop, manage, planning and management of enterprises so that enterprises are competitive, we want to think about the problem. Especially in the project development, there are many problems, such as the lack of professional marketing team, brand awareness and marketing concept behind, the information network is relatively backward,marketing channel is not smooth and other issues., therefore, how to solve this series of problems to improve the marketing effect of the resort will be an important topic of the research of the sustainable development of the resort tourism. Market segmentation and differentiated marketing, experience marketing and brand marketing is the key point of the marketing mode research in recent years, the Baicao garden ecological leisure resort of the marketing environment, the impact of the status quo, marketing strategy implementation and guarantee etc. were studied.This study first by Baicao garden resort to conduct field research, and then to the resort, the marketing environment including macro environment, industry environment, the target market and consumer environment analysis, and through the SWOT analysis of the marketing environment, clear in Baicao garden resort village marketing environment. Followed by the Baicao garden resort tourism marketing present situation carries on the analysis, including the analysis of the marketing present situation and the existing problems, find out the blockingfactors of the development of enterprises in marketing. Finally, the marketing strategy and guarantee measures are Bai Cao garden tourism resort. The research mainly draws the following conclusions: with development of Heilongjiang Province tourism industry rapid and healthy, Baicao garden resort tourism has a broad prospects for development, but in the marketing strategy still exist a series of problems. Such as lack of professional marketing team, brand awareness and marketing concept behind, the degree of information network is not enough.Baicao garden resort tourism through to create a marketing elite team, using product strategy, network marketing strategy to promote its own brand, and ultimately achieve increasing benefits of the tourism resort. This research has certain reference value to the small and medium sized tourism vacation enterprise in the marketing strategy.更多还原