湖南省莽山国家森林公园旅游服务营销策略研究_大学生毕业设计论文.docVIP

工商管理学院硕士学位论文 湖南省莽山国家森林公园 旅游服务营销策略研究 Research on Marketing Strategy of Hunan Mangshan National Forest Park’s touristic service By Fwu B.E.(Hunan Normal University)2005 a thesis submitted in partial satisfaction of the Requirements for degree of Master of Management Administration(MBA) in the Graduate School of Hunan University Supervisor Professor ui December 2011  湖　南　大　学 学位论文原创性声明 本人郑重声明： 摘 要 随着我国旅游业的蓬勃发展，风景区的旅游服务已成为业界竞争的主要筹码。只有制定完善的旅游服务营销策略，提升景区知名度和美誉度，才能实现旅游景区在经营商的可持续发展。 本文在国内外营销战略理论、服务营销理论的研究基础上，通过对湖南省莽山国家森林公园的旅游服务营销现状进行分析，采用理论分析与实例相结合、借鉴成功经验与开拓创新相结合的方法，对莽山国家森林公园的旅游服务营销策略进行了研究和探讨，期望建立一套符合莽山国家森林公园的旅游服务营销模式。在制定莽山国家森林公园的旅游服务营销战略方面，通过市场细分、目标市场选择和市场定位，来实现吸引消费者的目的；在构建莽山国家森林公园的旅游服务营销组合方面，运用产品、价格、渠道、人员、有形展示和服务过程六个要素，来满足消费者需求，实现顾客满意和顾客忠诚；在莽山国家森林公园旅游服务营销策略的组织实施方面，既制定了定量评价与定性评价相结合的效果评价方式，又拟定了实施的保障措施。 关键词：湖南；旅游服务；营销策略 Abstract With the booming development of traveling industry in China，the service of visitor attractions has been a crucial factor for competition. Only formulating a perfect marketing strategy on touristic service to enhance its name recognition and reputation, a visitor attraction can come to a sustainable business development. Basing on home and broad theories on marketing strategy and service marketing, the author studied and analyzed touristic service marketing actuality of Hunan Mangshan National Forest Park, by combining the theory research and example analysis, successful experiences and innovation. Studied and discussed the touristic service marketing strategy of Hunan Mangshan National Forest Park, the author tried to build touristic service marketing pattern accord with Hunan Mangshan National Forest Park. It tried to use market segmentation, choosing target market and market orientation to attract consumers over marketing strategy, and use product, price, promotion, physical evidence and effective service control to meet consumers’ need, enhance the degree of consumer satisfaction and winning the loyal customer over marketing combination.