浙江舟山东极休闲度假屋上市推广方案

浙江金融职业学院毕业论文（设计）浙江舟山东极休闲度假屋上市推广方案1目录：1.前言············································································································22.市场环境分析································································································32.1行业分析·····························································································32.2市场分析·····························································································42.3竞争对手分析·······················································································43.休闲度假屋特色分析······················································································53.1度假屋的装饰特色：··············································································53.2特色服务项目：····················································································51、客房服务：·····················································································52、餐饮设施：·····················································································53、娱乐设施：·····················································································54、商务服务：·····················································································54.SWOT分析·····································································································64.1优势：································································································64.2劣势：································································································64.3机会：································································································64.4威胁：································································································65.推广战略······································································································65.1推广目标·····························································································65.2市场细分及目标市场选择········································································75.3市场定位·····························································································76.项目推广策略································································································76.1渠道策略：··························································································86.2价格策略：··························································································86.3广告策略：··························································································86.4营业推广策略：····················································································96.5人员推销：··························································································96.6公关活动：··························································································96.7具体促销活动：····················································································97.经费预算·····································································································11致献··············································································································11参考文献········································································································12浙江金融职业学院毕业论文（设计）浙江舟山东极休闲度假屋上市推广方案2浙江舟山东极休闲度假屋上市推广方案市场营销04（2）班黄双云指导老师方志坚内容摘要：目前,随着我国旅游业的不断发展,商务旅游的兴起,度假、休闲市场也应运而生。而且人们的经济收入与消费水平也在不断的提高，消费者的消费观念已由过去仅仅注重物质满足，转变为注重物质和精神的双重满足，然而现有市场所能提供的越来越不能满足于他们的需求，他们对于文化与休闲产品的需求日趋增长。然而本论文，则论述了该行业带来机遇及存在的危机，并且针对舟山东极岛的市场特色分析与研究，通过各种促销活动将其东极度假屋推广上市，占领一定的市场份额以及树立其人文文化形象的品牌形象，提升知名度。利用舟山东极岛所拥有其自身的资源特点开发休闲度假产品与服务，以弥补其舟山的接待能力，并且度假屋所提供的服务在三星级以上的水准。东极休闲度假屋是我们旅游度假的好去处与选择。关键词：东极度假屋特色分析推广方案一、前言目前，随着全国旅游业的蓬勃发展，也促使着旅游消费者逐渐从观光型转向了休闲度假型，也带动着休闲房地产的兴起。随着科学技术的进步，生产力不断的发展和劳动效率的提高，社会经济发展越来越迅速，而人们生活水平的提高，休闲时间的增长，可支配所得的增加，交通工具的进步，人类自我完善的需要，社会保障体系的健全，文化交流的增多，教育程度的提高，人类寿命的延长，人口城市化的影响，使得旅游消费不断地向高层次发展，一个大众化的休闲时代正在到来。然而现代人在这快速的节奏、紧张而又竞争激烈的都市生活里，面对着工作与生活的压力，使他们对于回归大自然，亲近大自然，追求宁静而淡泊的生活越来越渴望。并且我国节日经济的总趋势是：假期越来越长，带薪休假、奖励休假和寒暑假等休假方式的多元化，使人们意识到：一个休闲时代已经来临，它为消费者提供的前景是无限广阔的，“小康周末旅游”不再只是口号，积极的休闲方式就浙江金融职业学院毕业论文（设计）浙江舟山东极休闲度假屋上市推广方案3是充电，就是生活的目的。而且东极镇，它所能够接受的接待能力极其有限，在舟山东极镇这块市场上，是一个值得我们去介入与打开的市场。二、市场环境分析（一）、行业分析休闲度假是一项人性化很强的新兴服务产业，在西方已有40余年的历史，然而在我国才近几年兴起。在我国，随着国家促进旅游及房地产的政策相继出台，近几年各地也相继出现了休闲度假村、旅游景区主题休闲公园、海景住宅等旅游房地产项目。休闲度假行业在其中国有很好的市场发展前景，因为从“有闲”和“有钱”两个方面，中国都具备了发展休闲度假的基础。“有闲”方面，我国法定假日全年有114天，特别是实行春节、“五一”、“十一”3个黄金周长休假制度，直接推动了度假旅游消费的增长而且部分群体还享有带薪休假制度；“有钱”方面，有资料显示：到2005年，我国可能出现两亿人的中产阶级这样一个庞大的群体拥有自己的住房和汽车。休闲度假的需求潜力巨大。休闲度假行业前景发展广阔，其经营是多元化的。按照国际经验，人均国民收入超过1000美元，正是一个国家旅游需求急剧膨胀的时期，主要是观光性需求；人均国民收入超过2000美元的时候，度假需求普遍产生。经济越发达，外出旅游在现代人们生活需求结构中的地位就愈发突出。现在，休闲度假旅游已经成为经济较发达地区普遍的休闲方式，今后将逐步成为旅游的主要内容。据统计，在世界旅游市场构成中，休闲旅游占62%，发达国家已经进入休闲旅游时代，而中国休闲产业起步较晚，但发展较快。来自成都市假日办的统计数据显示，在2005年的十一黄金周期间，成都市共接待游客398.03万人次，其中，接待休闲一日游游客302.3万人次，比去年同期增长11.67%，占全市接待人数的75.9%，休闲一日游游客呈明显上长动态。而随着生活节奏的日益加快和生活方式的日益多样化，观光式的旅游模式已无法适应现代消费者的旅游需求，到了周末或假期，带着家人到周边一些度假村去休闲，已经逐渐成为城市居民走出钢筋水泥、融入自然的时尚之选。并且那浙江金融职业学院毕业论文（设计）浙江舟山东极休闲度假屋上市推广方案4些崇尚休闲度假的旅游者一般是每年外出旅游频率较高。由此可见，东极休闲度假屋的开发和运