新疆喀纳斯旅游景区协同营销策略研究

发布时间：2018-09-13 14:03

【摘要】：新疆喀纳斯景区自然垂直带谱分隔明显,自然风光绚丽,拥有较为完好的现代冰川和别具一格的生态系统,是新疆最具特色的自然景区,具有极大的旅游开发价值。协同营销,指不同的利益体,两个或两个以上,为了达到利益最大化互相合作,共享彼此的优势资源的一中营销理念和营销实践。通过协同营销可以为景区带来极大的竞争优势,因此具有极大的研究意义。近年来,新疆喀纳斯景区是哈萨克斯坦共和国居民出境旅游的首选。本论文从哈萨克斯坦出境旅游的视角,在旅游营销相关理论的基础上,结合新疆喀纳斯景区旅游市场营销现状,根据哈国出境旅游调查中得出的旅游需求信息和数据,对新疆喀纳斯旅游景区的协同营销策略进行研究。第一,明确论文的选题背景及研究意义,从协同营销策略和旅游营销策略两方面对国内外研究现状进行综述,确定研究方法及技术路线;第二,多视角分析,分别以市场营销、旅游市场营销以及协同营销等理论为基础开展研究;第三,简述喀纳斯景区当前的协同营销现状及其存在的问题;第四,对喀纳斯景区的协同营销环境进行研究,分别在经济、社会、政治、以及技术等四个方面开展宏观环境分析,基于波特五力模型的行业环境分析及对策建议,从旅游景观、餐饮、住宿、交通、旅游购物及娱乐服务等方面进行的游客需求分析,以及喀纳斯景区的优劣势分析;第五,依据喀纳斯景区的协同营销现况与协同营销的环境分析,从协同服务、协同定价、协同渠道以及协同促销等四个角度为喀纳斯景区的协同营销提出战略,并就策略的实施提出相应的办法;最后对全文的研究做出总结及展望。
[Abstract]:The natural vertical zone of Kanas Scenic area in Xinjiang is characterized by distinct spectrum separation, brilliant natural scenery, relatively intact modern glacier and unique ecosystem. It is the most characteristic natural scenic spot in Xinjiang and has great tourism development value. Cooperative marketing refers to the marketing concept and marketing practice of different interest groups, two or more, in order to maximize the benefits and cooperate with each other and share each other's superior resources. Collaborative marketing can bring great competitive advantages for scenic spots, so it has great significance of research. In recent years, Kanas Scenic area in Xinjiang is the first choice for residents of the Republic of Kazakhstan to travel abroad. This paper from the perspective of Kazakhstan outbound tourism, on the basis of tourism marketing related theory, combined with Xinjiang Kanas scenic spot tourism marketing situation, according to Kazakhstan outbound tourism survey of tourism demand information and data, This paper studies the cooperative marketing strategy of Kanas tourist area in Xinjiang. First, clear the background and significance of the thesis, from the cooperative marketing strategy and tourism marketing strategy to review the current situation of domestic and foreign research, determine the research methods and technical routes; second, multi-perspective analysis, marketing, respectively, Tourism marketing and cooperative marketing theory as the basis of research; third, the Kanas scenic area of the current situation of collaborative marketing and its existing problems; fourth, Kanas scenic area of collaborative marketing environment, respectively in the economy, Social, political, and technical aspects of macro-environmental analysis, based on Porter's five-force model of the industry environment analysis and countermeasures, from tourism landscape, catering, accommodation, transportation, Tourism shopping and entertainment services and other aspects of tourist demand analysis, as well as Kanas scenic spot advantages and disadvantages analysis; fifthly, according to Kanas Scenic spot collaborative marketing status and collaborative marketing environment analysis, from collaborative services, collaborative pricing, Collaborative channel and cooperative promotion are four angles to put forward the strategy of cooperative marketing of Kanas scenic area, and put forward the corresponding methods for the implementation of the strategy. Finally, the paper summarizes and prospects the research of the whole paper.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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