摘要
随着人们可支配收入的增加、环境保护意识的普遍提高，旅游产业在我国得以迅猛发展。各级地市，特别是县级地市，加大开发力度，与此同时过度幵发、重复建设等现象层出不穷。相似产品和项目的开发导致旅游市场竞争日益激烈，旅游环境遭到一定破坏，影响了旅游业的健康快速发展。结合本地特色旅游资源，大力发展县域旅游营销是应对激烈竞争，拓展旅游市场，推进县域经济发展的重要途径。
位于山东半岛城市群中的诸城（县级市），拥有丰富的旅游资源，具有优美的景色和生态环境。但当前旅游市场的定位还不明确，品牌知名度较低，营销措施和方法还不到位，旅游产品研发、更新较慢，旅游路线设计还不尽合理，旅游项目配套设施不完善。本文参考了大量国内外相关领域的文献资料，运用调研法结合具体案例进行分析，给诸城旅游的营销提出一些建议。
首先从诸城旅游市场需求、产品结构及策略营销现状三个方面阐述诸城旅游的营销现状。通过对诸城旅游资源和旅游环境进行SWOT分析，并对诸城旅游客源市场进行调查和分析，细分诸城旅游的客源市场，从中选择合适的目标市场，拟定长期营销战略。然后根据4C理论就消费者、便利、成本、沟通四个方面提出了有建设性的旅游营销策略建议。总结主要结论如下：诸城要坚持目标市场为导向，不断加强旅游产品深层开发，创建有较高知名度的品牌。抓住建设半岛经济开发区这一发展机遇，加强区域旅游一体化建设。选择科学合理的营销策略，充分利用新技术媒体，通过微博、微信、邮件、网站等信息平台，拓宽沟通渠道，丰富市场营销途径。
本文最大的理论创新点，是在旅游营销相关理论指导下，以诸城为案例，深入研究县域旅游营销目前存在的问题，在区域旅游一体化背景下制定出相应策略。笔者希望通过上述研究，为县级地市旅游营销理论的发展做出努力。通过诸城营销案例研究，为其提供持续、健康发展的可行的理论指导，并促进同类地区旅游业的发展。
关键词：诸城；县域旅游；营销策略；4C理论
ABSTRACT
With the general improvement in people disposable income and the raise ofpeople environmental protection consciousness,tourism industry has expanded rapidlyin china. The intensity of development increases in an endless stream in every city,especially the county. At the same time the excessive development and repeatedconstruction become the common phenomenon. The development of similar productsand projects leading to tourism market competition is becoming increasingly fierce.
And the ecological environment has been damaged in a sense. All of these affect thehealthy and rapid development of tourism. It is an important way to promote thedevelopment of county economy by vigorously developing tourism marketing incounties combining with the local characteristics of tourism resources to responsefierce competition.
The county-level city of Zhucheng,in the Shandong Peninsula,has variousresources of tourism. But the current tourism market positioning is not clear, tourismproduct development is not slow, famous brands are less, the design of tourism routesis not quite reasonable, the marketing means and methods are not proper. This paper isreferred to the massive domestic and foreign related literatures. And on this basis,ituses the literature research method, combined with the specific case analysis. It mainlystudies the Zhucheng tourism marketing.
Firstly, it takes an investigation of the eco-tourism market in Zhucheng productstructure and marketing strategy status. Through SWOT analysis on Zhucheng tourismresources and environment, market selection and market positioning could be foundand the long-term marketing strategies are made out. Then according to the theory of4C about the consumer, cost, convenience, communication, the paper poses a tourismmarketing strategy corresponding to the four aspects. The main conclusions are listedhere: with the rapid development of the regional construction, Zhucheng is given agood development chance. Zhucheng tourism should pay attention to marketorientation, make fabulous goods, design a famous brand for visitors with tourismroutes, and enhance the construction of regional cooperation. At the same time,Zhucheng should focus on the rational marketing strategies to create more channels bythe help of blog, Wechat, the network and other modern methods of promotion.
The remarkable innovation in this paper is to put forward the correspondingstrategy in Tourism in the condition of regional cooperation under the guidance of the4C theory. And the author hopes with the help of this research, the relevant marketingtheory of tourism in county could be furthered. The author also hopes that through thecase study of Zhucheng ecological marketing, a viable theoretical guidance to thehealthy and sustainable development could be provided; thereby in other similar areastourism development could be promoted.
Key words: Zhucheng; county tourism; marketing strategy; 4C theory
目录
摘要
ABSTRACT
第1章绪论
1.1研究背景
1.2研究目的和意义
1.2.1研究目的
1.2.2研究意义
1-3研究方法和内容
1.3.1研究方法
1.3.2研究内容
第2章国内外相关研究综述和理论基础
2.1有关县域旅游的研究
2.1.1 县域
2.1.2县域旅游
2.1.3县域旅游与经济发展
2.2有关旅游营销的研究
2.3县域旅游营销的基础理论
2.3.1可持续发展理论
2.3.2旅游地生命周期理论
2.3.3区域合作理论
2.3.4旅游营销4C理论
第3章诸城旅游业发展与营销现状
3.1诸城旅游发展情况
3.2诸城旅游营销现状
3.2.1旅游市场需求结构现状
3.2.2旅游产品结构现状
3.2.3旅游营销策略实施现状
第4章诸城旅游营销环境与市场定位分析
4.1宏观环境分析
4.1.1丰富的自然地理资源
4.1.2经济环境
4.1.3稳定的法律环境
4.1.4变革中的社会文化环境
4.1.5优越的投资环境
4.2微观竞争环境分析
4.2.1旅游行业环境分析
4.2.2旅游者分析
4.2.3周边竞争环境分析
4.3诸城旅游市场营销环境SWOT分析
4.3.1旅游营销优势分析
4.3.2旅游营销劣势分析
4.3.3旅游营销的机会分析
4.3.4旅游营销面临的威胁
4.4诸城县域旅游市场分析
4.4.1诸城旅游营销市场的细分
4.4.2旅游营销目标市场的选择
4.4.3诸城旅游营销市场定位
第5章诸城旅游营销策略
5.1消费者需求策略
5.1.1产品幵发多样化策略
5.1.2个性化服务策略
5.1.3新旧媒体渠道交叉使用
5.1.4整合营销策略
5.2成本策略
5.2.1网络营销策略
5.2.2区域合作策略
5.3便捷性策略
5.3.1网络搜索引擎优化
5.3.2信息化策略
5.3.3无线营销策略
5.4有效沟通策略
5.4.1 Email 营销策略
5.4.2微博、微信营销策略
第6章结论与展望
6.1主要研究结论
6.2研究展望
参考文献
致谢
