河源旅游市场细分与营销策略研究.docVIP

河源旅游市场细分与营销策略研究 分类号密级UDC 学 位 论 文 题 名 河源旅游市场细分与营销策略研究Study on Heyuan Tourism Market Segmentation and Marketing Strategy 李先昌 作 者 姓 名 庄东泉 指导教师姓名MBA 申请学位级别 专 业 名 称 工商管理论文提交日期 论文答辩日期学位授予单位和日期 答辩委员会主席 评阅人 二?一?年十月 摘 要 本文主要运用现代营销、旅游市场营销、可持续发展及市场经济等理论,以 广东省河源旅游市场的发展现状为出发点,研究如何通过细分河源旅游市场确定 目标市场,并探讨了如何根据目标市场需求制定河源旅游业今后发展的营销策略, 研究目的在于促进河源旅游业的迅速发展,快速提升河源旅游产业的核心竞争力。 论文首先介绍河源旅游业发展的基本情况,剖析了河源旅游业发展存在的问 题及原因;其次,对河源旅游业发展的内、外环境进行战略分析;再次,在对河 源旅游主要客源市场调查分析的基础上,对旅游市场进行了细分,选出适合广东 省河源旅游业大力发展的目标市场;最后,结合实际情况提出发展河源旅游业的 营销策略。 目前,对河源市旅游业进行系统地分析的研究尚不多见,特别是专门针对河 源市旅游市场细分和营销策略的研究还尚属空白,本文的研究将对促进河源旅游 业的发展具有一定的现实意义。关键词:河源市;旅游业;市场细分;营销策略 1 Abstract In this paper, through the application of modern marketing, tourism marketing, sustainable development and market economy theories, starting from the analysis of tourism Development of Heyuan city in Guangdong province, study how to ascertain tourism target market according to its tourism market segmention, and propose some marketing strategies for the future development of Heyuan tourism industry based on the market demand, so as to promote the rapid development of tourism in Heyuan and upgrade the core competitiveness of the tourism Firstly, introduces general situation of tourism development in Heyuan, thus analyzes the problems and causes; Secondly, make strategic analysis of the internal and external environment of Heyuan tourism industry, thirdly, according to the survey on its major source of tourist market, carries out Heyuan tourism market segmention, then selects the target market which will greatly accelerate the growth of Heyuan tourism industry. Finally, propses some marketing strategies based on the actual situation of Heyuan tourism Currently, systematic analysis of Heyuan tourism industry is still rare, especially being blank in research on tourism market segmentionation and marketing strategy, as is the significance and contribution this paper lies, besides the practical significance for for