江西明月山旅游营销战略研究-工商管理专业论文.docxVIP

V V Summary Tourism Marketing is a marketing theory and methods applied in the tourism economy and the expansion of the current domestic and foreign experts and scholars for the study of tourism marketing is still in its initial stage, multi-disciplinary cross-cutting areas of research to demonstrate the common features. As a tourist scenic areas of marketing in the tourism branch of the economic part of the Tourism Marketing, for tourist attractions to enhance competitiveness in the market has not ignore theoretical and practical significance. And internationally, compared to a number of countries, China tourism marketing strategy on the research started later, the existing results of theoretical studies of its mechanisms of law and the role of research to be further deepened. Due to lack of the necessary theoretical guidance, so that tourist scenic spots in marketing practice, the overall level of unsatisfactory, there are still many issues to be addressed urgently. This article attempts to draw some scholars in the reference on the basis of the findings, combined with the marketing aspects of theoretical knowledge, through the moon mountain tourism resources and the image of location analysis to explore the sound of Tourism marketing approach. With a view to the level from a marketing strategy to promote the development of tourism industry moon mountains provide a useful reference, but also for people to look forward to further research answers to these questions provide some useful perspective. Key words: Mingyue mountain tourism marketing strategy Classification number：C93 贵州 贵州大学工商管理硕士学位论文 江西 江西明月山旅游营销战略研究 PAGE PAGE 1 2 2 1 前言 改革开放以来，伴随着我国社会经济的迅速发展，人们的生活水平有了很大 提高，城乡居民普遍开始关注和重视自己的生活质量，于是度假、休闲等旅游需 求急剧增加，参加旅游的人数在不断增加，中国旅游业已进入了一个前所未有的 大发展时代。旅游日益成为现代人类社会主要的生活方式和社会经济活动，旅游 业也以其强劲的发展势头而成为经济产业中最具活力的“朝阳产业”。 随着现代旅游业的发展，人人都可能成为旅游者，处处都可能成为旅游景区。 因而旅游者对旅游景区也有了更多的选择。这使得旅游景区争夺游客的竞争态势 日趋激烈，旅游业竞争己从企业间竞争转向景区之间的竞争。由于景区营销是联 系旅游供给与旅游需求的重要机制，是景区竞争的关键而必要的手段。因此，从 战略的角度对旅游景区营销进行一个比较