基于资源整合的芜湖旅游营销策略研究
发布时间：2018-09-08 16:08
【摘要】：经历了景点竞争、线路竞争、城市竞争后，旅游经济开始进入区域竞争时代，多边区域合作成为旅游发展的潮流，而旅游资源发展与开发也相应地由最初的资源导向开发阶段，经历了资源与市场结合导向阶段，发展到了现在的资源、市场与形象综合导向阶段。 近些年，旅游业的发展态势如火如荼，旅游营销也随着此态势而受到越来越多地关注。各旅游地、旅游景点和旅游企业都为了争夺客源市场展开了激烈的营销竞争，但因缺乏有效的资源整合与营销策略，一系列问题随之产生，所以迫切需要我们加大对城市旅游营销研究的力度。本文采用的是理论探索与实践研究相结合的方法，综合运用市场营销学、资源经济学、旅游营销学等领域的有关理论，以资源整合为出发点对芜湖旅游营销策略的现状和存在的问题进行了分析，在此基础上，，对新形势下芜湖旅游营销策略提出了构想意见。论文主体部分由以下五章组成： 第一章概述了旅游资源整合和旅游营销基础理论，分析了资源整合对旅游营销的意义，阐述了旅游营销的发展历程，使我们对旅游营销形成一个基本的认识。 第二章对芜湖旅游资源进行了详细的分析，包括旅游资源的类型和特点，并阐述了芜湖有利资源对安徽省的重要意义。 第三章对芜湖旅游市场进行了梳理和分析，阐述了四种市场类型，并从宏观和微观两个角度详细分析了其市场环境，最后笔者依据“十二五”规划对近期芜湖旅游市场定位进行了阐述。 第四章对芜湖目前旅游营销策略进行了梳理，提出了四种常见的营销策略，并分析了营销策略的优劣势以及取得的成效和存在的不足之处。 第五章本着旅游营销的基本理念，对基于资源整合的芜湖旅游营销策略提出了建议。 本文是资源整合理论在旅游地营销中的应用探索，希望能对芜湖旅游营销规划和其他旅游地营销研究提供一定的参考借鉴意义。
[Abstract]:After the competition of scenic spots, routes and cities, the tourism economy has entered the era of regional competition, multilateral regional cooperation has become the trend of tourism development, and the development and development of tourism resources has correspondingly changed from the initial stage of resource-oriented development. Experienced the combination of resources and market guidance stage, to the current resources, market and image comprehensive guidance phase. In recent years, the development of tourism is in full swing, and tourism marketing has received more and more attention. All tourist destinations, tourist attractions and tourism enterprises have launched fierce marketing competition in order to compete for the tourist market. However, due to the lack of effective resource integration and marketing strategies, a series of problems have arisen. Therefore, we urgently need to increase the intensity of urban tourism marketing research. This paper adopts the method of combining theoretical exploration with practical research, and makes comprehensive use of relevant theories in the fields of marketing, resource economics, tourism marketing, etc. Based on the analysis of the present situation and the existing problems of Wuhu tourism marketing strategy, the author puts forward some suggestions on Wuhu tourism marketing strategy under the new situation. The main body of the thesis consists of the following five chapters: the first chapter summarizes the basic theories of tourism resources integration and tourism marketing, analyzes the significance of resource integration to tourism marketing, and expounds the development course of tourism marketing. So that we form a basic understanding of tourism marketing. The second chapter makes a detailed analysis of Wuhu tourism resources, including the types and characteristics of tourism resources, and expounds the importance of Wuhu favorable resources to Anhui Province. The third chapter combs and analyzes Wuhu tourism market, expounds four kinds of market types, and analyzes its market environment in detail from macro and micro perspectives. Finally, according to the 12 th five-year plan, the author expounds the market orientation of Wuhu tourism in the near future. The fourth chapter combs the current tourism marketing strategies of Wuhu, puts forward four common marketing strategies, and analyzes the advantages and disadvantages of the marketing strategies, the results achieved and the shortcomings. In the fifth chapter, based on the basic concept of tourism marketing, the paper puts forward some suggestions on Wuhu tourism marketing strategy based on resource integration. This paper is the application of resource integration theory in tourism marketing, hoping to provide some reference for Wuhu tourism marketing planning and other tourism marketing research.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
本文编号：2231018
[Abstract]:After the competition of scenic spots, routes and cities, the tourism economy has entered the era of regional competition, multilateral regional cooperation has become the trend of tourism development, and the development and development of tourism resources has correspondingly changed from the initial stage of resource-oriented development. Experienced the combination of resources and market guidance stage, to the current resources, market and image comprehensive guidance phase. In recent years, the development of tourism is in full swing, and tourism marketing has received more and more attention. All tourist destinations, tourist attractions and tourism enterprises have launched fierce marketing competition in order to compete for the tourist market. However, due to the lack of effective resource integration and marketing strategies, a series of problems have arisen. Therefore, we urgently need to increase the intensity of urban tourism marketing research. This paper adopts the method of combining theoretical exploration with practical research, and makes comprehensive use of relevant theories in the fields of marketing, resource economics, tourism marketing, etc. Based on the analysis of the present situation and the existing problems of Wuhu tourism marketing strategy, the author puts forward some suggestions on Wuhu tourism marketing strategy under the new situation. The main body of the thesis consists of the following five chapters: the first chapter summarizes the basic theories of tourism resources integration and tourism marketing, analyzes the significance of resource integration to tourism marketing, and expounds the development course of tourism marketing. So that we form a basic understanding of tourism marketing. The second chapter makes a detailed analysis of Wuhu tourism resources, including the types and characteristics of tourism resources, and expounds the importance of Wuhu favorable resources to Anhui Province. The third chapter combs and analyzes Wuhu tourism market, expounds four kinds of market types, and analyzes its market environment in detail from macro and micro perspectives. Finally, according to the 12 th five-year plan, the author expounds the market orientation of Wuhu tourism in the near future. The fourth chapter combs the current tourism marketing strategies of Wuhu, puts forward four common marketing strategies, and analyzes the advantages and disadvantages of the marketing strategies, the results achieved and the shortcomings. In the fifth chapter, based on the basic concept of tourism marketing, the paper puts forward some suggestions on Wuhu tourism marketing strategy based on resource integration. This paper is the application of resource integration theory in tourism marketing, hoping to provide some reference for Wuhu tourism marketing planning and other tourism marketing research.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
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本文编号：2231018
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