皖北地区旅游市场营销策略研究.d oc

本科毕业论文（设计、创作）题目：皖北地区旅游市场营销策略研究TourismMarketingStrategyResearchinNorthernAnhuiRegion学生姓名：张腾腾学号：0906552所在院系：安徽三联学院专业：市场营销入学时间：2009年9月导师姓名：职称/学位：讲师/导师所在单位：安徽三联学院工商管理系完成时间：2013年5月安徽三联学院毕业论文1皖北地区旅游市场营销策略研究摘要：皖北地区有着丰富的自然旅游资源和历史文化旅游资源，市场前景广阔，潜力巨大。在市场经济发展日趋成熟的今天，市场营销对旅游产业的发展起到了非常重要的作用。如何通过市场营销挖掘皖北旅游市场的潜力，提高皖北旅游的整体形象，促进皖北旅游市场整体性区域的形成，是当今皖北旅游市场的发展重点。目前，皖北旅游市场在营销中存在着营销理念落后、营销产品定位不清晰甚至是错误、营销策略缺乏完整性和实践性、品牌形象不完整等问题，针对这些问题，为皖北旅游市场营销提出可行的营销实践策略。关键词：皖北、旅游市场、市场营销、营销策略安徽三联学院毕业论文2MarketingStrategyResearchontheTourismMarketofNorthernAnhuiRegionAbstract:NorthernAnhuiregion,boastingofrichnaturaltourismresourcesandhistoricalandculturaltourismresources,hasagoodmarketprospectsandgreatpotential.Withthematuringofmarketeconomy,marketingplaysaveryimportantroleinthedevelopmentoftourismindustry.AndthedevelopmentofcurrentNorthernAnhuitourismmarketshallfocusondiggingthepotentialofNorthernAnhuitourismmarketthroughmarketing;onpromotingtheoverallimageofNorthernAnhuitourism;onpushingtheformationoftheintegralareaofNorthernAnhuitourismmarket.Now,therearemanyproblemsinNorthernAnhuitourismmarket,suchasthemarketingidealagsbehind;theproductpositionisnotclearandevenwrong;itsmarketingstrategiesarenotperfectandpractical;thebrandimageisnotcomplete,etc,.Thispaperexplorestheabovementionedquestions,andproposesfeasiblemarketingpracticestrategyforNorthernAnhuitourismmarket.KeyWords:NorthernAnhui、TourismMarket、Marketing,、Marketingstrategy安徽三联学院毕业论文I目录第一章绪论.....................................................................................................................................31.1研究背景.............................................................................................................................31.2研究意义............................................................................................................................3第二章皖北旅游市场发展概况...................................................................................................52.1皖北旅游资源及其产品概况.............................................................................................52.1.1亳州.........................................................................................................................52.1.2阜阳.........................................................................................................................52.1.3淮北.........................................................................................................................52.1.4宿州.........................................................................................................................62.1.5蚌埠.........................................................................................................................62.1.6淮南.........................................................................................................................62.1.7寿县.........................................................................................................................72.1.8凤阳.........................................................................................................................72.2皖北旅游市场营销取得的成绩........................................................................................7第三章皖北旅游市场营销存在的主要问题...............................................................................93.1理念方面存在问题............................................................................................................93.2市场定位方面存在问题....................................................................................................93.3营销策略方面存在问题..................................................................................................10第四章皖北旅游市场营销环境分析与市场定位.....................................................................124.1皖北旅游市场营销环境的SWOT分析.........................................................................124.1.1优势分析................................................................................................................124.1.2劣势分析................................................................................................................124.1.3机遇分析................................................................................................................134.1.4威胁分析................................................................................................................144.2皖北旅游市场营销定位..................................................................................................144.2.1目标市场选择和旅游市场定位............................................................................144.2.2旅游产业定位.......................................................................................................144.2.3旅游品牌形象整体性定位....................................................................................14安徽三联学院毕业论文II第五章皖北旅游市场营销改进策略...........................................................................................165.1更新营销观念，加强营销意识......................................................................................165.2开发代表皖北皖北特色的旅游产品........................