七星公园市场定位与分析实施报告.doc

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1、目录一、调查概要·······················································1二、调查对象·······················································1三、调查结果分析···················································11、游客性别及年龄分析··············································12、游客职业分析······························

2、······················23、游客收入分析····················································34、游客客源空间的分析··············································3四、调查数据总结···················································41、园内消费额度小··················································42、季节性强，停留时间短········

3、····································43、以跟团旅游为主，独立成团或散客化旅游趋势弱······················44、市民重游率高、外地游客重游率低··································55、院内设施较为完善，分布合理······································56、门票定位较高、超出外地消费者预期································57、差异性明显的客源市场······························

4、··············5五、市场描述·······················································51、背景····························································52、市场机会························································6六、市场细分·······················································71、地理因素·········

5、···············································72、心理因素························································73、人口因素························································84、购买行为因素····················································8七、市场分析与定位······································

6、···········9（一）目标市场分析与定位··········································9（二）市场差异性分析与定位·······································10（三）消费者角度分析与定位·······································1116一、调查概要通过对桂林本地居民、在校大学生、外来游客进行问卷调查，了解到七星公园在综合型旅游方面的市场需求。通过对桂林市现有的各类型的公园进行资料查询与分析，发现七星公园的优势和不足，从而明确自身竞争策略。二、

7、调查对象桂林本地居民，在校大学生，国外游客，从全国各地来桂林旅游的游客等。三、调查结果分析1、游客性别及年龄分析调查结果显示，在游客性别方面，男性占44%女性占56%。在年龄方面，游客主要集中在18-35岁、35-60岁、60岁以上之间，并且去七星公园游玩的人群中老人与小孩占了82%，青年游客和老年小孩游客与中年游客相比较而言，前者具有更大的市场发展潜力。16去七星公园的人群分布2、游客职业分析所调查的游客当中，涉及学生、上班族、待业人士和退休人士。调查结果显示退休人士、上班族、学生到此游览的居多，其中退休游客对七星公园市场的需求明显高于其他职业游客。163

8、、游客收入分析所调查的游客当中，46%的游客月收入集