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目录
一、调查概要·······················································1
二、调查对象·······················································1
三、调查结果分析···················································1
1、 游客性别及年龄分析··············································1
2、 游客职业分析····················································2
3、 游客收入分析····················································3
4、 游客客源空间的分析··············································3
四、调查数据总结···················································4
1、 园内消费额度小··················································4
2、 季节性强，停留时间短············································4
3、 以跟团旅游为主，独立成团或散客化旅游趋势弱······················4
4、 市民重游率高、外地游客重游率低··································5
5、 院内设施较为完善，分布合理······································5
6、 门票定位较高、超出外地消费者预期································5
7、差异性明显的客源市场············································5
五、市场描述·······················································5
1、 背景····························································5
2、 市场机会························································6
六、市场细分·······················································7
1、 地理因素························································7
2、 心理因素························································7
3、 人口因素························································8
4、 购买行为因素····················································8
七、市场分析与定位·················································9
（一） 目标市场分析与定位··········································9
（二） 市场差异性分析与定位·······································10
（三） 消费者角度分析与定位·······································11
一、调查概要
通过对桂林本地居民、在校大学生、外来游客进行问卷调查，了解到七星公园在综合型旅游方面的市场需求。通过对桂林市现有的各类型的公园进行资料查询与分析，发现七星公园的优势和不足，从而明确自身竞争策略。
二、调查对象
桂林本地居民，在校大学生，国外游客，从全国各地来桂林旅游的游客等。
三、调查结果分析
1、游客性别及年龄分析
调查结果显示，在游客性别方面，男性占44%女性占56%。在年龄方面，游客主要集中在18-35岁、35-60岁、60岁以上之间，并且去七星公园游玩的人群中老人与小孩占了82%，青年游客和老年小孩游客与中年游客相比较而言，前者具有更大的市场发展潜力。
去七星公园的人群分布
2、游客职业分析
所调查的游客当中，涉及学生、上班族、待业
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