京明集团揭西生态旅游示范区营销策略研究

发布时间：2018-01-16 16:15

本文关键词：京明集团揭西生态旅游示范区营销策略研究　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的持续发展和国民收入的不断提高,国民在旅游消费的支出比例持续增长。国内旅游产业作为中国经济发展的一大引擎,已进入了转型期的运行方式,产品呈多元化发展。生态旅游作为我国旅游产业的新热点,发展速度快、潜力大。与此同时,旅游行业的竞争日益激烈,旅游市场营销已成为行业发展的重要手段,相关的旅游市场营销理论正在积极指导旅游行业的发展。揭西生态旅游示范区是京明集团在广东省揭阳市最大的旅游投资项目。该生态旅游示范区包括京明温泉度假村、大北山国家森林公园京明度假村和黄满寨瀑布群旅游区,拥有丰富的自然旅游资源,具有优美的景色和独特的粤东生态环境,集农业生态、观光旅游、休闲、探险、科普教育、革命传统教育等内容为一体。近年来,该示范区经营过程处于微亏损状态,盈利问题亟待解决。本文以营销理论与实证研究相结合的方法,通过运用SWOT理论对揭西生态旅游示范区的营销现状及环境进行分析,明确其优势、劣势、机会及威胁；运用STP战略理论对揭西生态旅游示范区进行市场细分、目标市场选择及市场定位；运用4Ps理论从产品、价格、渠道、促销等方面提出了相应的营销策略；最后对揭西生态旅游示范区营销策略提出了实施建议。主要得出以下结论：随着揭阳市及周边城市经济的持续快速发展,揭西生态旅游示范区具有较大的发展潜力。目前揭西生态旅游示范区存在的主要问题体现在：旅游产品特点不突出,开发深度不足；旅游产品推广力度不大,营销手段缺乏；地理位置较偏,交通不便利；缺乏专业的产品开发及营销团队。揭西生态旅游示范区将通过提高现有旅游产品的发展主线；合理定位旅游产品以粤东为核心,辐射深圳等珠三角地区；深化开发旅游产品资源,逐步扩大发展空间；选择科学合理的定价策略。同时,将加强与旅行社、旅游服务网站的合作,充分利用各个有效的营销渠道,推广旅游产品。
[Abstract]:With the sustained development of China's economy and the continuous improvement of national income, the proportion of national expenditure on tourism consumption continues to grow. The domestic tourism industry as a major engine of China's economic development. Eco-tourism is a new hot spot of tourism industry in our country. It has fast development speed and great potential. At the same time, the competition of tourism industry is increasingly fierce. Tourism marketing has become an important means of the development of the industry, the related tourism marketing theory is actively guiding the development of tourism industry. Jiexi eco-tourism demonstration area is the largest tourism investment project of Jingming Group in Jieyang City, Guangdong Province. The eco-tourism demonstration area includes Jingming Hot Spring Resort. Dabei Mountain National Forest Park Jingming Resort and Huangmanzhai Falls tourist area, with rich natural tourism resources, beautiful scenery and unique ecological environment in eastern Guangdong, collection of agricultural ecology, tourism, leisure. Exploration, popular science education, revolutionary traditional education and so on. In recent years, the operation process of this demonstration area is in a state of slight loss, and the profit problem needs to be solved urgently. By combining marketing theory with empirical research, this paper analyzes the marketing situation and environment of Jiexi Eco-tourism demonstration area by using SWOT theory, and makes clear its advantages, disadvantages, opportunities and threats. Using the STP strategy theory to carry on the market segmentation, the target market choice and the market localization to the Jiexi eco-tourism demonstration area; Using 4Ps theory, this paper puts forward the corresponding marketing strategies from the aspects of product, price, channel, promotion, etc. Finally, the author puts forward some suggestions on the marketing strategy of Jiexi Eco-tourism demonstration Zone. The main conclusions are as follows: with the sustained and rapid economic development of Jieyang City and its surrounding cities. Jiexi eco-tourism demonstration area has great development potential. At present, the main problems in Jexi eco-tourism demonstration zone are: the characteristics of tourism products are not prominent, the depth of development is insufficient; The promotion of tourism products is not strong enough, and the marketing means are lacking; The geographical location is more partial, the transportation is not convenient; Lack of professional product development and marketing team. Jiexi eco-tourism demonstration zone will improve the existing tourism products development of the main line; Reasonable positioning of tourism products to Guangdong as the core radiation Shenzhen and other Pearl River Delta region; Deepen the development of tourism products resources, gradually expand the space for development; At the same time, we will strengthen the cooperation with travel agencies and tourism service websites, make full use of all effective marketing channels to promote tourism products.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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