滨海旅游景区营销方案设计毕业论文.doc

毕业论文 （2011届） 滨海旅游景区营销方案设计 摘 要 旅游市场营销是通过分析、计划、执行、反馈和控制这样一个过程来以旅游消费需求为导向，协调各种旅游经济活动，从而实现提供有效产品和服务，使游客满意，使企业获利的经济和社会目标。 近年来，春晓镇发展成为现代化的滨海生态型城镇，北仑新区生态后花园规划蓝图的实施，以及宁波地区旅游产品格局的重新调整和旅游市场消费趋势的演变，为春晓镇旅游业的发展提供了难得的契机。加快洋沙山滨海旅游景区的开发是推动春晓镇旅游业健康持续发展的重要举措之一，有助于带动洋沙山周边地区的经济发展和改善居民的生活水平。 本文对洋沙山滨海旅游景区的营销现状进行了深入的研究，运用相关的理论知识，结合洋沙山的实际情况，分析了其存在的问题以及改进空间，并进一步提出营销策划方案。 关键词：；Abstract The travel marketing is through analysis,planning,executing,feedback and control in such a process to tourism consumption demand oriented,coordinate the various tourism economic activity,thereby achieving provide effective product and services that make tourist satisfaction, make enterprise profit of the economic and social objectives. In recent years,the development of a modern chunxiao,beilun district coastal ecological towns of ecological garden planning blueprint implementation and the ningbo area tourism product pattern readjust and tourism market consumption trend for the evolution of chunxiao town, the development of tourism industry provides a rare opportunity. Speed up the development of desert coastal tourism scenic area is promoting the healthy and sustained development of tourism chunxiao,one of the important measures for the yangsha moutain in areas surrounding desert helped drive economic development and improving peoples life level. In this paper the seaside tourism scenic spot of desert the marketing situation studied using the related theory,knowledge,combined with the actual situation of the desert,analyzes the existing problems and improving space,and further puts forward marketing planning scheme. Keywords: yangsha moutain; marketing; Seaside tourism; markting scheme 目 录 1 旅游市场营销概况 1 1.1 旅游市场营销的涵义 1 1.2 旅游市场营销现状 1 1.3 我国滨海旅游发展现状 3 2 洋沙山滨海旅游景区概况 5 2.1 洋沙山滨海旅游景区简介 5 2.1.1 自然环境及区域位置 5 2.1.2 洋沙山滨海旅游资源特色 6 2.2 洋沙山滨海旅游开发背景分析 6 2.2.1 区域社会经济发展背景 6 2.2.2 春晓镇旅游业发展背景 7 3 洋沙山滨海旅游景区营销现状 8 3.1 洋沙山滨海旅游的营销环境分析 8 3.1.1洋沙山滨海旅游内部环境 8 3.1.2 洋沙山滨海旅游外部环境 9 3.2 洋沙山滨海旅游景区营销存在问题分析 10 3.2.1 洋沙山滨海旅游内部问题 10 3.2.2