韶山红色旅游市场竞争战略分析-analysis of shaoshan red tourism market competition strategy.docxVIP

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韶山红色旅游市场竞争战略分析-analysis of shaoshan red tourism market competition strategy.docx

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韶山红色旅游市场竞争战略分析-analysis of shaoshan red tourism market competition strategy

Abstract Red tourism, a recently emergent special activity, whose health and sustainable development has come to be highlighted by government and tourism destinations ， and a brand new task in academe. Red tourism, as part of market economy system, will be affected by market rules after all. As the optimizing and upgrading of tourism, competition between red tourism destinations and other tourism destinations is changing , red tourism is faced with new challenges and opportunities. Only by gaining social and economic benefits together under market economy, making out its disadvantages and advantages and positioning itself clearly can red tourism flourishes, which also counts for the coming –into-being of this paper. On the theory of red tourism market, competition, strategies and the related, this paper ,takes Shaoshan as an example, goes into the interior competition circumstances by survey, which covers demographic structures, perception ,satisfaction, impression of tourists market .The exterior competition circumstances is also analyzed by studying the competitive state between red tourism destinations and red tourism destinations and non-red tourism destinations. The advantages, disadvantages, opportunities and threats of Shaoshan are clarified, and the core competence is outlined. Last but not least, it makes out a strategy of differentiation with image differentiation, products differentiation and marketing differentiation, the related measures for carrying out the strategy of differentiation are also put forward. All in all, it is expected to contribute Shaoshan’s tourism development as well as other red tourism destinations. Key words: Red tourism in Shaoshan, Market competition, Differentiation II 目录 HYPERLINK \l _bookmark0 第 1 章绪论1 HYPERLINK \l _bookmark1 1.1 研究背景1 HYPERLINK \l _bookmark2 1.2 研究意义2 HYPERLINK \l _bookmark3 1.2.1 有利于准确把握红色旅游目的地的发展方向，科学地进行目的地规 HYPERLINK \l _bookmark3 划与建设2 HYPERLINK \l _bookmark4 1.2.2 有利于准确把握红色旅游发展现状，促进红色旅游的可持续发