四川天遂文旅集团旅游产品营销研究

发布时间：2018-10-29 21:20

【摘要】：旅游业作为新世纪环保型、潜力型重要产业之一,对经济社会发展具有巨大的推动作用和较强的影响力。旅游产品营销在旅游业发展中具有十分重要的枢纽作用,旅游产品营销的成功与否直接关系着旅游产品的开发广度和深度。四川天遂文旅集团拥有丰富的自然、历史和观音文化资源,这些构成了四川天遂文旅集团旅游产品发展的独特优势。近年来,天遂集团加快推动旅游产业发展,在提高旅游产品知名度和影响力方面发挥了重大作用,但在旅游产品营销方面,仍然存在不少问题。因此,对天遂文旅集团旅游产品营销进行系统的研究,深入探析天遂集团旅游产品和旅游市场整体特征,选择符合天遂集团实际情况的营销方式和营销策略,对于促进天遂集团旅游产业发展,意义十分重大。本文分三章研究四川天遂文旅集团旅游产品营销。首先在绪论中进行总体简介。第二章对旅游产品概况和市场特征进行详细分析。通过2010年—2011年的统计数据,对天遂文旅集团旅游资源状况和市场规律进行分析,明确四川天遂文旅集团旅游产品市场总体特征和具体情况。通过SWOT分析天遂文旅集团旅游产品营销优势、劣势、机会和威胁,提出天遂文旅集团旅游产品营销存在的不足。第三章从天遂文旅集团旅游产品市场分析着手,提出天遂文旅集团旅游产品营销策略。
[Abstract]:As one of the important industries of environmental protection and potential in the new century, tourism plays a great role in promoting the development of economy and society. The marketing of tourism products plays an important role in the development of tourism. The success of the marketing of tourism products is directly related to the breadth and depth of the development of tourism products. Sichuan Tiansui Tours Group has abundant natural, historical and Guanyin cultural resources, which constitute the unique advantages of Sichuan Tiansui Tours Group Tourism products development. In recent years, Tiansui Group has accelerated the development of tourism industry, which has played an important role in improving the visibility and influence of tourism products, but there are still many problems in the marketing of tourism products. Therefore, the paper makes a systematic study on the tourism product marketing of Tiansui Group, deeply analyzes the overall characteristics of the tourism products and the tourism market of Tiansui Group, and selects the marketing methods and marketing strategies that accord with the actual situation of Tiansui Group. It is of great significance to promote the development of tourism industry of Tiansui Group. This paper is divided into three chapters to study the marketing of tourism products in Sichuan Tiansui Group. First of all, in the introduction to the general introduction. The second chapter analyzes the general situation and market characteristics of tourism products in detail. Based on the statistical data from 2010 to 2011, this paper analyzes the tourism resources and market law of Tiansui Tours Group, and clarifies the overall characteristics and specific conditions of the tourism products market of Sichuan Tiansui Tours Group. This paper analyzes the advantages, disadvantages, opportunities and threats of tourism products marketing in Tiansui Wen Tours Group by SWOT, and points out the shortcomings of tourism product marketing in Tiansui Wen Tours Group. The third chapter analyzes the tourism product market of Tian Sui Wen Travel Group and puts forward the marketing strategy of the tourism product.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.6

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