千岛湖旅游景区营销策略研究毕业论文.doc

毕业论文 （20_ _届） 千岛湖旅游景区营销策略研究 摘 要 随着国内旅游业的飞速发展，在一些新的个性化旅游方式不断出现背景下，相对于周边其他景区，杭州千岛湖拥有独特的自然资源禀赋和一定的区位优势，以及良好的市场环境，但其发展仍存在着众多问题，究其原因是景区营销策略的缺失。本文将找出千岛湖景区营销策略中存在的不足，提出建设性的解决方案，为景区的营销策略提供参考性意见。 千岛湖景区如何确立正确的营销策略，就是要在实施有效的旅游市场调研、预测的基础上，通过文献分析、市场调研等方法，对千岛湖景区存在的问题与市场进行客观分析，并以科学的方法研究其营销环境，综合内外部环境，进而分析其营销潜力的大小。再次，本文分别从品牌推广、渠道营销、价格营销等角度给景区制定了详细的开发策略。最后，是本文对千岛湖景区营销策略的实施提出的建议。 关键词：千岛湖；旅游风景区；营销策略 Abstract In the domestic tourism vigorous development, under the macroscopic background which some new personalized traveling way emerges unceasingly, the relatively peripheral other scenic areas, the Qiandao Lake has the unique natural resource talent and certain geographical superiority as well as the more complete infrastructure, meanwhile is facing the rare market environment opportunity. But actually its development is still exist many problems, the question crux lies in the scenic area marketing strategy flaw. This article will identify the current shortage of marketing strategy of Qiandao lake and propose resolutions for reference person How does the scenic area establish the correct marketing strategy combination, must in the implementation effective tourist market investigation and study, under the forecast premise, I analyzed the marketing problems in Qiandao Lake scenic area through self made questionnaire of satisfaction of the tourism in Qiandao Lake scenic area. With the scientific method to study the marketing environment, comprehensive internal and external environment, and then analyzes the size of their marketing potential. Again, the paper makes a detailed marketing strategy development from brand promotion, integrated communication, channels and so on to the area. Finally, the paper raised several implementation proposals on marketing strategy. Keywords: Qiandao Lake; Scenic Spot; Marketing Strategy 目 录 1 绪论 1 1.1 研究的目的和意义 1 1.2 国内外相关研究 1 1.2.1 国外研究现状 2 1.2.2 国内研究现状 2 2 研究对象与方法 4 2.1 研究对象 4 2.2 研究方法 4 3 千岛湖旅游景区营销现状分析 5 3.1 千岛湖景区环境分析 5 3.1.1 自