【作者】 张月；

【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）， 2017， 硕士

【摘要】 近年来,随着中国经济的快速发展和人民生活水平的不断提高,中国旅游产业规模不断扩大,旅游业已经成为国民经济的重要产业。河南是旅游大省,拥有众多的文化旅游资源,旅游产业发达。商丘历为名都大邑,旅游资源丰富。商丘古文化旅游区是商丘市旅游产业的一张名片,直接或间接促进商丘旅游经济的增长。提升商丘古文化旅游区的旅游品质和品牌营销力,加强对旅游区营销战略的研究意义重大。本文在现有学术研究的基础上,运用PEST分析法研究商丘古文化旅游区的营销环境,发现商丘古文化旅游区发展旅游所面临的的机会与威胁,并通过SWOT矩阵分析,对旅游区进行战略匹配和选择。同时,为旅游区制定了具体的营销战略;市场战略方面,确定了以特色文化旅游和短途休闲假日旅游为主的目标市场,以生态观光旅游为辅,并将今后旅游区的中心放在培植特色文化旅游市场上;品牌战略方面,强调要塑造旅游区作为火文化之乡、商文化之乡和清德古城的品牌。文章详细规划了营销战略实施步骤,并基于7Ps理论从产品、价格、渠道、促销、人员、有形展示和服务角度提出了具体的旅游营销策略。最后,从经营、传播、资金、人才等方面提出了实施战略的保障措施。文章通过对商丘古文化旅游区的营销战略研究直接指导了旅游区的营销工作,为旅游营销提供了又一案例,以期为商丘旅游产业的发展提供参考,也进一步为当地产业结构调整和旅游业同行提供借鉴。更多还原

【Abstract】 In recent years,with the rapid development of China’s economy and the continuous improvement of people’s living standards,China’s tourism industry has been expanding,the Tourism has become an important industry of national economy.Henan is a big tourism province,owning many cultural tourism resources and developing tourism industry.Shangqiu has always been a famous historical and cultural city,rich in tourism resources.Shangqiu Ancient Culture Tourist Area is a business card of Shangqiu tourism industry,directly or indirectly promote Shangqiu tourism economic growth.To enhance the tourism quality and brand marketing power of Shangqiu Ancient Culture Tourist Area,it is a great significance to strengthen the research on tourism marketing strategy.Based on the existing academic research,this paper studies the marketing environment of Shangqiu Ancient Culture Tourist Area by using PEST analysis method,finds out the opportunities and threats of tourism development in Shangqiu Ancient Culture Tourist Area,and analyzes the tourism area through SWOT matrix analysis Strategic matching and selection.At the same time,designed a specific marketing strategy for the Tourist area;determined the characteristics of cultural tourism and short leisure holiday tourism as the main target market for market strategy,secondly on ecological tourism,and tourist area in the future will be placed in the center of special cultural tourism market;In the aspect of brand strategy,it emphasizes that the tourism area should be shaped as the hometown of the culture fire,the culture of business,the culture of Morality and Incorruptible.The article detailed the implementation steps of marketing strategy,and put forward specific tourism marketing strategies based on the 7Ps theory from the product,price,channel,promotion,personnel,physical display and service Angle.Finally,the safeguard measures of the implementation strategy are put forward from the aspects of operation,policy,capital and talent.Through the marketing strategy study of Shangqiu Ancient Culture Tourist Area directly to guide the tourist area of marketing work,provides the tourism marketing and a case,so as to provide reference for the development of the tourism industry in shangqiu,and further for the local industrial structure adjustment and the tourism industry to provide reference.更多还原