黄山入境旅游市场营销战略研究-工商管理(MBA)专业论文.docxVIP

P P 478618 内 容摘 要 黄山是中图糟品旅游区，高密度的毯避盗源在中图和世界均属罕见。除两处“世界遗 产”外，还有众多国家和省级风景区。黄山旅游业的发展始于改革开放初期，20多年来取 得骄人成绩。但国内旅游与入境旅游发展不J平衡，入境旅游总量偏低，客源冒地区较为集 中，在欧美国家黄锄的知名度较低；两时黄山旅游企业考虑供给较多，忽视对境外游客需 求及其行为模式盼分析，致使旅游帝场供衡脱节；加上披鞠}宣传促精拳段单一、落后以及 内部管理和对外交透等因囊謦琦鼋，致使黄山入境游客长年徘循不前。与国内外同类景区相 √ 比，同上海、北京、槐期簪旅游城市糨毙，差距较大，旅游资源优势未能转换为经济优势。 j‘， 本文从研究黄山入境旅熬零耨纛臻入手，提出了黄山入境旅游蓦销的产品、镑售渠道、促 销的组含策略，碌时在晶熊羹竣、资潦保护、加强旅游龟啦警毽、摁拜誊销科技水平等方 f 预也提出了应对槽艇．1(零交研究的黄山是广义的黄山。雒现在辖兰嚣四县和黄山风景区的 黄山市)r ，r●●，●●●●、．。＼ 主题谰：旅瓣／ 顾霭囱《 入境帝磊 营销隶≤ 中田科擘技术走举Jtll,l擘位论文 中田科擘技术走举Jtll,l擘位论文 黄山入境旅游市增蕾稍战略研芄 !．爸吓：、≯ Abstract HuangshaIl Cj阢as China’S major site of scenic beauty and historical jntcrests，boasts hi曲density of tourist fesourc瞄．枷chre rarely s蝴bo出at脚and abroad．Besides the two W酬d I-Ieritage Sites of UESC。．there arc lltlmcr01．1s scenic spots at national and provincial 1evel within its boundary． Starting early in China’s reform and opening·upme tourism industry in I-／uangshan has beelt expanding and div黜sifying at a ll-enlcndous pace with great aelficvements in the last two dccade孓 How僦慨is an imbalm煳develolralcnt between the inbound tollrisrfl and domestic tourism， with the former llrowinlZ at lclativcly slow pace,,itIb‘煳d tourists co碰n2 from limited courltrics and regions and the low肿瓤e of Mt．ttuangshan．m the world删燃，c印．in Eur01)e,an countries and U．S． 。n妇other hand,惋tcJarist删淞in踟咖cityfocus蝴搬．eation 011 providing services in t11e珊犍li拳瓣oe of删yzi理ltJe卸ec主al姒of needs雒避motivations of international arrivals，thus causing the imbalance betwl觉ll s唧y and demand．In addition，慨玳such factors aS lack of advanced and diversified翻鼬l墨of tOllri$111 pioml3tion。bjk轴_巷堪llill洒or management and inconveni戗at位啦印讲晌etc．All峨lla_vc kd to溉low掣们蛐，tate of imernationat arrivals． Compared to蜘same type of s∞nic sp。撼and totlrist cities like Shanl涮，l}eUing and Hangzhou， there is a long way to go before we c8n伯m the advantageom tOUliSlll砖鼬蜩∞略into economic benefits． T髓s paler has嘲I a嘲酶弘ilna嘶for tlae following objectives： 1．Proposingthech鲫橱s涮婶鹋嘲l州strategyofpromo妇toI试啪commodities，