自贡卧龙湖旅游度假区旅游营销策略分析

发布时间：2018-02-14 02:23

本文关键词： 自贡卧龙湖旅游度假营销策略　出处：《四川师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：旅游业是一项综合性强、层次多、功能全的“朝阳产业”，也是当今世界上产业链最丰富的产业之一。随着社会经济的飞跃发展和国民生活水平的显著提高，其发展速度日益迅猛。基于旅游业对区域经济、社会文化和国民经济相关产业具有巨大的带动作用和推动作用，各地政府纷纷挖掘旅游资源，开发建设旅游度假区，地方各级旅游度假区如雨后春笋般涌现。面对竞争剧烈的旅游市场，只有搞好市场调研、做好营销策略、拓宽营销渠道才能使旅游度假区的产品在市场上占据一席之地。本文在旅游市场营销相关理论的指导下，从宏观和微观环境分析了自贡卧龙湖旅游度假区营销环境，，并对自贡卧龙湖旅游度假区旅游资源、旅游市场和旅游项目进行了详细的分析。最后，推出自贡卧龙湖旅游度假区旅游目标市场选择、旅游产品开发、价格策略、分销渠道策略和旅游促销方面的建议意见，希望能够给予该度假区旅游在建和规划项目以及其旅游产品的市场营销以启示。
[Abstract]:Tourism is a "sunrise industry" with many levels and functions, and is one of the richest industries in the world. With the rapid development of social economy and the remarkable improvement of people's living standards, Based on the fact that tourism plays an important role in driving the regional economy, social culture and related industries of the national economy, local governments have dug up tourism resources and developed and built tourist resorts. In the face of the fierce competition in the tourist market, only by doing well the market research, doing well the marketing strategy and widening the marketing channels can the products of the tourist resorts occupy a place in the market. Under the guidance of the theory of tourism marketing, this paper analyzes the marketing environment of Wolong Lake tourist Resort in Zigong from the macro and micro environment, and analyzes the tourism resources of Wolong Lake tourist Resort in Zigong. The tourism market and the tourism project are analyzed in detail. Finally, the suggestions on the choice of tourism target market, the development of tourism products, the price strategy, the distribution channel strategy and the tourism promotion are put forward in the tourism resort area of Zigong Wolong Lake. We hope to enlighten the tourism construction and planning of the resort and the marketing of its tourism products.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;F274

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