| Author: | 陈洁 Chen, Jie |
| Title: | 乌镇旅游景区营销策略研究 Wuzhen lü you jing qu ying xiao ce lüe yan jiu |
| Degree: | M.Sc. |
| Year: | 2011 |
| Subject: | Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xi, 100 leaves : charts ; 30 cm. |
| Language: | Chinese |
| Abstract: | 作为旅游链中重要一环的旅游景区，随着国民收入的逐年提升、消费结构及消费需求的变化，旅游业的迅速发展，新科技网络信息的盛行及对旅游行业的重大影响，景区营销策略的研究和创新被国内旅游景区越加的重视和关注，也逐渐成为其景区持续性发展的核心竞争力之一。乌镇旅游景区自2001 年开放以来，高起点高品质的景区规划及对营销战略的高度重视促使乌镇走出了同类景区的特殊之路，10年景区的发展为地方财政、 就业及其国内外影响力创建了极佳的收获，乌镇旅游业的支柱地位已确定，为 结合市场发展趋势的需求进一步提升乌镇景区的品牌影响力，拓展乌镇旅游市场，走出国内景区营销的创新之路，完善乌镇旅游景区营销策略具有其十分重要意义。 本文以传统4Ps 营销理论为基础，并结合马斯洛需求理论及战略发展管理理论，从乌镇旅游景区的营销现状分析着手，主要通过旅游行业、景区营销人员、游客的访谈及研究，并辅助二手数据的运用，结合景区营销宏观及市场情势的分析，对乌镇旅游景区营销中产品、价格、渠道、促销、市场细分、目标 市场等市场营销策略的研究，探究分析存在主要的不足及问题，通过系统的分析思考，以期使营销策略更具有符合景区产品及市场战略发展的趋势，提出乌镇旅游景区营销策略改进措施及对新营销理念的运用的研究设想。本文目的拟通过乌镇旅游景区营销策略的系统分析研究，为国内旅游观光、休闲、度假、 商务型综合景区在营销策略的制定和实施过程提供实践鉴戒意义。 |
| Rights: | All rights reserved |
| Access: | restricted access |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| b24574703.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 708.5 kB | Adobe PDF | View/Open |
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