资源描述:
《沈阳及周边地区旅游资源营销策略》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、武汉工程大学硕士学位论文II万方数据AbstractAbstractItiswellknownthatevenordinarypeoplenowhavehigherpursuitwiththequalityoflifeduetorapiddevelopmentofsociety.Theynotonlyrequirematerialabundancebutalsothepursuitofspiritualsatisfaction.Mostpeoplehavechosentravelingastheirpleasureaft
2、erhardwork.However,thetourismindustryisfacingfiercecompetitioninthemarket.Tourismmarketingisnowplayinganincreasinglyimportantroleinguidingthedevelopmentofthetourismtowardstherightdirection.ShenyangScenicAreaislocatedinthenortheastofChina.Theareaisrichinsnowandice
3、resourcesinwinter,andhasacoolandpleasantsummerclimate.Besides,withalonghistory,ShenyangisfamousfortheRoyalbuildings,whichisfullofManchufeatures.Butthelevelofsometourismproductsisnothigh,anditdon'thaveeffectivemarketingstrategyandmethods.Basedonmarketingtheory,thi
4、sarticlefirstanalysesmarketingpositionofShenyangScenicAreaanditsmarketingenvironment,onthisbasis,STPstrategictheoryisusedformarketsegmentation,andtodeterminetargetmarketfortheShenyangScenicArea.Intermsof4Pstheory,tourismmarketingstrategiesconsistoffouraspects,suc
5、hasproduct,price,distributionchannelsandpromotionalstrategies.Accordingtotheactualeconomysituationofthetourismregionwecanobtainthefollowinghavethisconclusions:withtherapiddevelopmentofShenyangsocietyconstruction,ShenyangScenicAreahasagoodopportunityforitsdevelopm
6、ent,butatthesametimefacingmanychallenges.Problemsexistingareasfollows:Firstly,itsownbrandhasnotbeenestablished;secondly,tourismproductslackin-depthdevelopmentandtraditionaltourismproductsneedtobeupdatedtomeettheneedsoftourists;thirdly,thetourismarealacksatraineda
7、ndprofessionalsalesteam,whichisthemostimportantproblem.Withthefurtherdevelopmentoftourismproducts,ShenyangScenicAreawilloccupyalargermarkspaceandhaveadominantpositioninthemarketcompetition.Itshouldhaveanaccuratemarketpositioning,developvarioustourismproducts,impr
8、oveIII万方数据武汉工程大学硕士学位论文thequalityoftourismproductandservice,designrationaltouristrouteswhichcansatisfydifferentvisitors,anddevelopscientificpricingstrategyfordi