摘 要
近几年，随着我国居民生活水平的提高，居民外出旅游逐渐成为百姓生活的基本需求。当今旅游者的各种需求和基本动机，发生了很大的变化。游客的习惯、喜好不断个性化和复杂化。如何满足游客的需求，成为许多旅游企业和旅游地急需解决的问题。近几年，淮南市旅游业的发展虽然取得了一定的成绩。但在实践中，许多先进的营销理念仍未能得到广泛的应用。虽有丰富的旅游资源，但与周边的旅游城市相比。淮南市的旅游发展步伐和营销管理水平还存在很大的差距。近年来，淮南市许多旅游景区景点重复建设、盲目幵发。许多旅行社和旅游企业的无序扩张，使淮南旅游产业的经济效益提高较慢。同时，各旅游相关机构、社会力量也没有有效地参与到淮南市旅游营销活动中去，而且各旅行社和旅游景点之间也缺乏充分的合作。如何更快解决淮南旅游业面临的问题，只有尽快发展淮南旅游产业。这将是淮南旅游业者需要解决的一项重要课题。因此，淮南市旅游业的发展亟待进行资源的整合与营销策略的探索创新。
本文基于旅游业者的视角，以淮南旅游市场为研究对象，以提高淮南市旅游业的发展为研究目的，主要采用案例研究和专题研究相结合的方法，同时结合市场营销学、旅游学、消费心理学、经济学等相关理论，首先对淮南旅游营销策略的现状和存在问题进行分析，并在对淮南市旅游市场宏观环境、市场竞争者、消费者和淮南旅游市场作出分析的基础上，对淮南市旅游市场进行准确的细分、目标市场选择和市场定位，最后对新形势下淮南的旅游营销策略分别从产品、价格、渠道和促销四个方面制定适应淮南市旅游业发展的营销策略，并提出有建设性的意见和建议。本文得出如下研究结论：第一、如今淮南旅游企业营销意识淡薄，旅游营销管理与旅游产品幵发相互脱节。同时，淮南旅游企业又面临很好的发展机遇和新挑战。因此淮南旅游业应抓住机遇实施恰当的营销策略。第二、淮南旅游市场营销策略设计应以淮南丰富的旅游资源为基础，以客户和市场需求为导向，以个性化为原则。不断提高淮南旅游的经济整体效益，实现淮南经济可持续快速发展。第三、作为淮南旅游营销实施主体之一的旅游企业，应主要从产品、价格、渠道、促销四个策略促进淮南旅游业的发展。
关键词：淮南旅游市场；旅游营销；营销组合；营销策略
Abstract
In recent years, with the level of life of Chinese residents to improve, residents travelgradually become the basic demand of people's life. The various requirements and basicmotivation of today's tourists, great changes have taken place in. The visitors of the habit, liketo personalized and complex. How to meet the needs of tourists, tourism enterprises andtourism to become many urgent problems. In recent years, although the development oftourism in the city of Huainan made certain achievements. But in practice,many of theadvanced marketing idea is still not widely used. Although there are abundant tourismresources, but compared with the surrounding tourist city. There is still a big gap between thepace of development of Huainan city tourism and marketing management. In recent years,repeated many tourist attractions in Huainan city construction, blind development. Thedisorderly expansion of many travel agencies and tourism enterprises, the tourism industry ofHuainan economic benefit increased slowly. At the same time, the tourism related institutions,social forces have not effectively participate in the Huainan city tourism marketing activities,but also the lack of sufficient cooperation between various travel agencies and touristattractions. How to quickly resolve problems facing the tourism industry in Huainan as soonas possible,only the development of the tourism industry in Huainan. This will be ailimportant topic of Huainan tourism industry need to solve. Therefore, the development oftourism industry in Huainan needs to be to explore innovative integration and marketingstrategy of resources.
In this paper,based on the perspective of tourism, Huainan tourism market as theresearch object, in order to improve the development of the tourism industry of Huainan asresearch object, mainly adopts the method of case study and monographic study of thecombination of. At the same time combined marketing, tourism, consumer psychology,economics and other related theories, the present situation of the marketing strategy oftourism in Huainan and analyzes the problems. Analysis on Huainan city tourism marketmacro environment, market competitors, coiisumers and the tourist market in Huainan. Onthis basis,carry on the accurate segmentation, target market selection and market positioningof the tourism market in Huainan city. Finally, under the new situation of Huainan tourismmarketing strategy from product, price, channel and promotion four aspects of thedevelopment of Huainan tourism industry to adapt to the development of marketing strategy,and puts forward some constructive opinions and suggestions. In this paper, the mainconclusions are as follows: first, now the marketing of Huainan tourism enterpriseconsciousness, marketing in tourism management and tourism product development ofmutually disjoint At the same time, Huainan tourism enterprises are also facing theopportunities and challenges of developing good. Therefore, the tourism industry of Huainanshould seize the opportunity to implement the appropriate marketing strategy. Second, designthe marketing strategy of Huainan tourism market should be based on the Huainan richtourism resources as the foundation, take the customer and market demand as the guidance, toindividuation principle. Continuously improve the whole benefit of Huainan tourism economy,to realize the sustainable and rapid economic development of Huainan. Third, as the Huainantourism marketing implementation main body of tourism enterprises, should be mainly fromthe development of products, price, channel,promotion four strategies for promoting thetourism industry in Huainan.
Keyword: Huainan tourism market; tourism marketing; marketing mix; marketingstrategy
目录
摘要
Abstract
目录
第一章绪 论
一、研究背景
二、国内外研究综述
（一）国外相关研究
（二）国内相关研究
三、研究目的和研究意义
（-）研究目的
（二）研究意义
四、研究思路和研究方法
（一）研究思路
（二）職方法
五、论文框架
第二章相关理论概述
一、STP理论
（一）市场细分
（二）目标市场选择
（三）市场定位
二、4Ps营销组合
（一）产品策略
（二）定价策略
（三）渠道策
（四）促销策略
H、SWOT分析工#
第三章淮南旅游市场营销现状和存在问题分析
一、淮南旅游市场发展现状
（一）旅游市场发展概况
（二）旅游市场发展特点
二、淮南旅游市场营销现存问题
（一）缺乏突出的品牌
（二）旅游环境欠佳
（三）旅游产品较单一
三、淮南市旅游市场营销问题成因分析
（一）管理和服务人才不足
（二）营销策略实施不够
第四章淮南旅游市场营销环境分析
一、宏观环境分析
（一）政策法律环境
（二）经济环境
（三）文化环境
（四）人口环境
（五）技术环境
二、淮南旅游市场竞争者分析
（一）潜在竞争者的威胁
（二）现有竞争者之间的竞争
三、消费者分析
（一）游客人数及收入变化分析
（二）购买者讨价还价能力
（三）淮南市旅游客源的市场细分
四、淮南旅游市场SWOT分析
（一）外部机遇
（二）外部威胁
（三）内部优势
（四）内部劣势
第五章淮南旅游市场营销策略建议
一、淮南旅游目标市场选择与定位
（一）淮南旅游目标市场选择
（二）淮南旅游市场定位
二、淮南旅游市场产品策略
（―）整合旅游资源
（二）开发特色产品
（二）打造精品旅游路线
（四）打造淮南旅游品牌
（五）提高服务意识和质量
三、淮南旅游市场定价策略
（一）选择适当的定价方法
（二）折扣定价策略
四、淮南市旅游市场渠道策略
（一）广泛分销策略
（二）独家分销策略
（三）电子渠道分销策略
五、淮南旅游市场促销策略
（一）文化促销
（二）事件促销
（三）媒体促销
第六章结论与展望
一、研究结论
二、研究展望
参考文献
致谢
