【作者】 张丹丹；

【导师】 周修亭；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 郑州大信家居有限公司是一家从整体橱柜发展起来的家居企业。全屋家居行业竞争异常激烈,每一个企业都选择了不同的赛道。除了产品过硬、技术先进的硬实力之外,营销战争也如火如荼地进行着。随着工业旅游在全世界范围的流行和国家对现代服务业与先进制造业深度融合的倡导,大信家居立足本企业工业旅游资源进行了一系列的工业旅游开发和运营,大信家设计工厂成为郑州市文化新地标。大信家居公司通过工业旅游展示了企业形象、传播了中华传统文化、增强了民族自信、宣扬了生活方式、扩大了品牌知名度并提升了企业的经济效益。本文通过案例研究法,分析了郑州大信家居公司工业旅游开发和实践的全过程,并从工业旅游产品优化、市场开发等方面给出了相应的建议。首先,收集和梳理了工业旅游相关文献和理论;然后介绍郑州大信家居公司发展背景和营销环境;再具体详述工业旅游的开发和实施;最后运用理论分析其值得借鉴之处和存在的问题并给出相应的建议。本文全面研究了大信家居工业旅游的现状,包括工业旅游产品的构思和缘起,前期筹备和设计、中期问题的发现与改进,以及取得的成效和存在的不足,并运用相关理论深入评价工业旅游开展情况。同时为郑州大信家居工业旅游的开发提出相应对策,如增强工业旅游体验感、深化工业旅游产品的开发、加大推广力度等。本文全面研究了郑州大信家居公司工业旅游营销策略的实施过程,并运用体验营销、7P等理论分析了郑州大信家居公司工业旅游在开发工业旅游资源、创新工业旅游盈利模式等方面的做法,为本企业工业旅游更好的发展提出了建议,为其他企业开展工业旅游提供了可供参考的先例,对河南省深化现代服务业与先进制造业深度融合发展具有借鉴意义。更多还原

【Abstract】 Zhengzhou Daeshin Household Company is a household furnishing enterprise developed from the cabinet company.The household furniture industry is extremely competitive.In addition to good product and advanced technology,marketing is also in full swing.With the worldwide popularity of industrial tourism and the guiding spirit of the deep integration of modern service industry and advanced manufacturing industry,Daeshin began to do the industrial tourism based itself on its industrial tourism resources and carried out a series of industrial tourism actions including development and operation.Up to now,Daeshin Home design factory has become a new cultural landmark of Zhengzhou.Through industrial tourism,the corporate image is displayed,the traditional Chinese culture is disseminated,the national self-confidence is enhanced,the lifestyle is promoted,the brand awareness is expanded and the economic benefits of the enterprise are enhanced.This paper studies the development and practice process of industrial tourism of Zhengzhou Daeshin Household Company by means of field investigation,panel discussion and communication,and analyzes the relevant theories of experiential marketing.Finally,some suggestions are given from the aspects of industrial tourism product optimization and market development.Firstly,theories related to industrial tourism are collected and sorted out.Then it introduces the development background and marketing environment of Zhengzhou Daeshin Household Company,and then discusses the development and implementation of industrial tourism in detail.Finally,it gives corresponding suggestions.In the comprehensive understanding of the current situation of industrial tourism,it includes the conception and origin of industrial tourism products,the preliminary preparation and design,the discovery and improvement of the problems in the middle period,the good results and the deficiencies,and the in-depth evaluation of the development of industrial tourism with relevant theories.At the same time,it puts forward corresponding countermeasures for the development of Zhengzhou Daeshin household industrial tourism,such as enhancing the sense of industrial tourism experience,deepening the development of industrial tourism products,and intensifying the promotion through integrated marketing.This paper comprehensively analyzed the Zhengzhou Daeshin Company industrial tourism marketing strategy implementation process,and analyzed Zhengzhou Daeshin company industrial tourism resources in the development of industrial tourism,the practice of industrial tourism profit model innovation by using the theory of experience marketing,7P.The enterprise provides better opinions for the development of industrial tourism for other enterprises and carries out the reference of precedent and deepens the combination between the modern service industry and advanced manufacturing industry in Henan province.更多还原