浅析旅游景区的公益营销策略研讨.docVIP

浅析旅游景区的公益营销策略  PAGE \* MERGEFORMAT I 海 南 大 学 毕 业 论 文（设计） 题 目：浅析旅游景区的公益营销策略 学 号： 姓 名： 年 级：2010级 学 院：旅游学院 系 别：市场营销系 专 业：电子商务 指导教师： 完成日期： 2014年 4月 20 日  PAGE \* MERGEFORMAT III 浅析旅游景区的公益营销策略  PAGE \* MERGEFORMAT 1 摘 要 差异化的营销策略是旅游景区增强竞争力、扩展生存与发展空间的有效手段和途径，公益营销已经在国外盛行多年，并取得一系列传统营销手段难以企及的效果。公益营销较少为旅游学界所关注和运用。本文在对公益营销相关概念及特征进行阐述的基础上，对公益营销之于旅游景区的意义与价值；实施的具体策略：顺应旅游市场的细分，推出特色旅游方案、与非营利机构合作、旅游景区直接参与慈善捐助活动等问题进行系统剖析，以论证公益营销将是旅游景区在旅游市场“红海”竞争中“抢滩”的有效策略，也为处于生存强压下的旅游景区提供些许的营销启示。 关键词: 旅游景区；公益营销；策略；价值 Abstract Differentiated marketing strategy is an effective measure and approach for tourism destinations to enhance competitiveness and development strength. Cause-related marketing has been popular in foreign countries for many years and achieved outstanding and marvelous effects compared with traditional marketing strategies. However, it has been rarely introduced and applied in the tourism field. In this paper, based on the public welfare marketing concepts and features are expounded on the meaning, public marketing in scenic spots and value; implementation strategy: conform to the tourism market segments, introduced the characteristics of tourism plan, cooperation, and nonprofit institutions tourism directly involved in charitable donations of system analysis, to demonstration of public marketing will be a scenic spot in the tourism market, Hong Hai competition rushing effective strategy, also provides marketing implications of some in the survival pressure of tourism scenic spots. Key words：tourism scenic areas; cause marketing; strategy; value 目 录 TOC \o 1-3 \h \z \u   HYPERLINK \l _Toc387517105 一、公益营销的概念及其特征  PAGEREF _Toc387517105 \h 1  HYPERLINK \l _Toc387517106 （一）公益营销的概念  PAGEREF _Toc387517106 \h 1  HYPERLINK \