平遥古城旅游市场营销策略研究论文论文.docVIP

Abstract Pingyao Ancient City is located in the center of Shanxi province, the most completely maintained county town of Ming— Qing Dynasty period , is the first world cultural heritage and full of history and culture city in Shanxi Province .Tourism field is defined as the leading estate , one of the most priority estates in the whole province during the period of Industrial restructuring in the tenth-fifth-year plan(2000-2005), brings the tourism to a prosperous development promptly in Shanxi province. Pingyao Ancient City’s unique historical culture charm inserted vigorous powers into the development of Shanxi province. As a result, it became one of the touring spots in the whole province and has made great achievements. Meanwhile, compared with Lijiang Ancient City— the world cultural heritage, the field of the tourist receptions and income in Pingyao Ancient City’s are much lower than it. According to it, this thesis applies for the theory about tourism marketing sales and analyzes the present situation in Pingyao Ancient City, pointing out some existing problems, such as lags in marketing concept, the management of touring spot in the network and the strategies are imperfect at the touring enterprise. And being lack of studying in marketing tactics, which is the main cause to restrict the tourism d evelopment in Pingyao Ancient City .On the basis of it, the thesis is aimed at the existing problems and put forward some principles which is  conformed  in  the  tourism  development  in  Pingyao  Ancient  City, distinguishing the market carefully and offering the target of marketing option that is to offer some beneficial references for the tourism development in Pingyao Ancient City better and prompter to a certain degree.  【Key words】Pingyao Ancient City marketing tactics  tourism marketing  marketing analysis 　 　 　 山西财经大学　 学位论文原创性声明　 本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得 的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写 过的作品成果。对本文的研究所做出重要贡献的个人和集体，均已在文中以明确