徽州古城旅游市场营销策略研究

发布时间：2018-01-07 08:41

本文关键词：徽州古城旅游市场营销策略研究　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：旅游业是一个朝阳产业,文化旅游已成为旅游供给侧改革的重要助推器。随着我国旅游市场的快速发展,特别是安徽正式加入"长三角地区"和"皖南旅游示范区"被纳入国家战略以来,大黄山圈旅游迎来了良好的发展机遇。徽州古城作为中国历史文化名城和国家5A级旅游风景区,拥有丰富的自然资源和历史人文资源,古建筑遗迹众多、古城墙保存完好、旅游资源独特性强,是皖南历史观光游的重要组成部分,是中华古徽州文化的核心地标。2015年,合福高铁正式开通运营,徽州古城旅游交通导向更加明显,出现了"高铁旅游热",区域旅游整体出现利好;2016年,歙县政府又战略引入A广电集团立足徽州古城等景区合作开发运营,重组后古城经营状况有所改善,旅游聚合效应初步彰显。但由于皖南旅游市场产品同质化现象严重,客源市场竞争十分激烈,加上徽州古城景区盈利模式单一、营销理念落后、人才和资金资源匮乏,导致其与云南丽江、山西平遥和四川阆中三大古城相比,在游客接待量、综合收入、产品竞争力等方面差距较大。在此背景下,如何抢抓契机,提升徽州古城旅游产品竞争力,与周边景区错位发展,改变过去"拍脑袋、关起门"来搞旅游营销的理念,加强目标市场定位、旅游产品改造、盈利模式构建、销售推广创新等策略,是本文需要重点研究的方向。本文通过对徽州古城自身营销状况的诊断,根据客源市场调查数据,从定性和定量分析角度,提出了古城景区的客源目标市场选择及定位;最后应用"4P+G",营销概念模式,对徽州古城的旅游产品、产品价格、销售渠道、旅游促销、政府宣传等方面进行了系统探究,目的是进一步解决景区存在的突出问题,以扩大市场接待能力和综合盈利水平,最终实现重组旅游市场核心竞争力重塑,达到快速健康有效发展的经营目标。论文强调要关注客源、引来游客、留住游客,改变过去的恶性循环圈现象,由粗放式营销向专业化系统化营销转变,以不同层次的客源需求,来引领徽州古城旅游市场营销策略,不断研究需求变化和竞争环境,推动营销策略创新、开辟新的旅游市场空间,从而实现旅游经济效益和社会效益双丰收的目标。本文第一章引言部分主要阐述了论文选题背景和意义、研究思路及方法、国内外研究现状、创新点与不足等内容,指明了徽州古城导入市场营销策略的必要性和问题研究方向。第二章概述了基本营销理论及相关旅游营销概念,为后文研究内容及理论方法的应用奠定了基础,也是全文提出问题的组成部分;通过对这些基础理论的分析,本文给出了指导旅游营销的概念模式。第三章通过开展实地调研、访谈和咨询,搜集了徽州古城旅游营销有关的大量一、二手数据和信息资料,并对景区营销现状、存在的问题和内、外部环境进行定性剖析。第四章在前文分析的基础上,以客源目标市场为中心,进一步分析徽州古城市场营销的服务对象——目标客源市场,并提出徽州古城目标市场选择策略和客源定位的战略建议,为营销组合策略建议提供一线市场依据。第五章重点就如何运用产品策略、价格策略、渠道策略与促销策略,解决传统政府营销思维问题,提出了定性方面的建议,这些举措立足于前文分析和景区实际情况;但措施能否切实落地、真正实现其"市场力、产品力、竞争力"增强之目的,还需要机制、人才、资金及外部力量的支持。
[Abstract]:The tourism industry is a sunrise industry, cultural tourism has become an important booster of tourism supply side reform. With the rapid development of China's tourism market, especially in Anhui formally joined the "Yangtze River Delta" and "tourism demonstration zone" was included in the national strategy, Mount Huangshan tourism circle ushered in the good opportunities for the development of the ancient city of Huizhou. Chinese as a historical and cultural city and the national 5A level scenic area, has rich natural resources and historical and cultural resources of ancient buildings, ruins many well preserved ancient city wall, special tourism resources, is an important part of the tour in history, is the ancient Huizhou culture core landmark.2015, weal high-speed rail officially opened operations, Huizhou city tourism traffic guidance is more obvious, the emergence of the "high iron tourism, regional tourism overall positive; in 2016, the government of Shexian and the introduction of A strategy based on radio and Television Group The ancient city of Huizhou and other scenic spots to cooperate in the development of city operation, operating conditions improved after the reorganization, the initial polymerization effect. But due to highlight the tourism tourism market products homogenization phenomenon is serious, market competition is very fierce, and the ancient city of Huizhou scenic spot a single profit model, marketing idea behind, talent and capital resources, resulting in Yunnan and Lijiang Shanxi, Pingyao and Sichuan, compared Langzhong's three largest city, in the tourist accommodation, comprehensive income, product competitiveness, the gap is larger. Under this background, how to seize the opportunity to enhance the competitiveness of tourism products in Huizhou and the surrounding area, dislocation development, change the past "head, close the door" to engage in tourism marketing concept and strengthen the market positioning, tourism products transformation, profit model, sales promotion innovation strategy, is the need to focus on the direction of this article through to the Huizhou city since. The diagnosis of body marketing situation, according to the market survey data, from the qualitative and quantitative analysis, put forward the target market selection and positioning of the scenic city; finally the application of "4P+G", the concept of marketing mode, the ancient city of Huizhou tourism products, product prices, sales channels, tourism promotion, publicity and other aspects of the system the purpose is to further explore and solve the outstanding problems of scenic spots exist, to expand the market capacity and comprehensive profitability, achieve the core competitiveness of the tourism market restructuring remodeling, achieve rapid healthy and effective development of business objectives. This essay emphasizes the attention of tourists, attracting tourists, retain visitors, change the vicious spiral circle phenomenon in the past, from the extensive marketing to change the professional marketing system, with different levels of demand of customers, to lead the Huizhou city tourism marketing strategy, continue to study the changes in demand and competition The environment, promote the innovation of marketing strategy, opening up a new tourism market space, so as to realize the tourism economic benefits and social benefits of the double harvest. In the first chapter, the introduction part mainly introduces the research background and significance, research ideas and methods, research status, innovation and lack of content, pointed out the necessity and direction research on marketing strategy of import of the ancient city of Huizhou. The second chapter summarizes the basic theory of marketing and tourism marketing concept, laid the foundation for the application of the research content and method, is also a part of the problem; through the analysis of these theories, this paper gives the concept of guidance of tourism marketing. The third chapter through on-the-spot investigation, interview and consulting, collected the ancient city of Huizhou a large number of tourism marketing, secondary data and information, and the marketing of the scenic spots The status quo, existing problems and qualitative analysis in the external environment. In the fourth chapter, on the basis of the above analysis, the target market as the center, further analysis of the ancient city of Huizhou marketing service object target tourist market, and puts forward the strategic suggestions for Huizhou city target market selection strategy and customer orientation, to provide a market basis as the marketing mix strategy. The fifth chapter focuses on how to use the product strategy, price strategy, channel strategy and promotion strategy, solve the traditional government marketing thinking problem, put forward the qualitative aspects of the proposal, these measures based on the foregoing analysis and the actual situation of scenic spots; but measures can effectively realize the landing, "the market capacity, product strength objective to enhance the competitiveness," the need mechanism, talent, capital and external support.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F274

【参考文献】