绍兴古镇旅游营销策略研究.doc

毕业论文 （2010 届） 绍兴古镇游营销策研究 摘 要 随着社会经济发展和人类对环境质量要求的不断提高，旅游作为可持续发展实现途径之一，近几年成为一个热点得到广泛关注和重视。安昌古镇是绍兴有名的四大古镇之一，是浙江省第一批公布的历史文化名镇，近又被评为第二批国家级历史文化名镇。绍兴安昌古镇有优越的旅游资源。近几年来绍兴安昌古镇实施旅游开发建设，受到越来越多旅游消费者的青睐。但是，随着旅游市场竞争的加剧，安昌古镇在旅游营销方面也暴露出许多问题，诸如关系营销力度不够、渠道营销模式比较单一等等，这些问题的存在影响了安昌古镇的市场竞争力。 文章首先对绍兴安昌古镇旅游营销现状和问题进行分析，接着利用SWOT 分析明确安昌古镇自身的优势、劣势、机会和威胁，最后根据 SWOT分析结果为其设计相应的营销策略，并提出战略对策，通过完善休闲旅游产品、拓宽直接营销渠道方式、强化旅游区域合作等策略，将景区资源优势和产品优势转化为景区经济优势，满足社会经济发展文化旅游消费者对文化旅游产品的需求，同时谋求景区长期的生存与发展。 关键词：安昌古镇；旅游营销；SWOT 分析；营销策略 绍兴安昌古镇旅游营销策略研究 Abstract Because of social and economic development and human requirements of thecontinuous improvement of environmental quality tourism as one of the ways toachieve sustainable tourism in recent years has become a hot broad concern andattention. Anchang，one of the four famous ancient towns of Shaoxing is the firsthistorical and cultural towns in Zhejiang Province. Nearby it was named as secondbatch of national historical and cultural town. Anchang has excellent tourismresources. In recent years it has an implementation of tourism development andconstruction attracting an increasing number of consumers. However with theintensive competition of tourism market tourism marketing of Anchang has alsoexposed many issues such as inadequate in relationship marketing single channelmarketing model and so on these problems affected the towns marketcompetitiveness. This article first analyses the status and problems of Anchang’s tourismmarketing then use SWOT analysis to clear its strengths weaknessesopportunities and threats at last based on the conclusion to design appropriatemarketing strategies and propose Strategic measures. Through the improvementof leisure and tourism products expanding channels for direct marketing methodsand strengthening regional cooperation turn the advantages of scenic resourcesand products into economic advantages to satisfy the social and economicdevelopment of cultural tourism and demands of cultural tourism consumersWhile seeking long-term survival and d