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黑宝山森林公园营销策划研究.doc

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摘 要:黑宝山森林公园位于四川东北部,处于川陕渝交界处,景区内自然资源十分丰富,尤其是4万亩的莽莽山林,形成了比较有特色的旅游资源。黑宝山森林公园建设提出与2010年,政府正准备将黑宝山-烟霞山-打造成达州地区唯一的一个AAAAA级风景区。但目前景区出现了发展缓慢,游客稀少,景区收入低的问题。针对现状,本文提出了一些新的营销策略以解决景区发展出现的问题。

   本文从市场营销理论中的swot和4Ps等角度来概述理论概念,然后分析国内的旅游市场和周边地区如重庆成都地区的旅游市场规模,再通过景区市场经营现状、营销环境分析、目标市场,来指出目前景区的营销策略中出现的问题,并提出新的营销策略。结合黑宝山景区的自身特点及现状提出几种营销模式:绿色营销、文化营销、网络营销等,并运用4Ps理论从产品、价格、促销、渠道等对营销策略进行阐述和分析。最后提出黑宝山景区营销策略实施的建议。

关键词:旅游营销  森林公园   营销策略

 

ABSTRACT:Hei Bashan forest park is located in the northeast of Sichuan, in Chongqing in Sichuan and Shanxi junction, is very rich in natural resources in the scenic spot, especially the vast mountain forest 2667 ha, formed the distinctive tourism resources. Hei baoshan forest park construction and in 2010, the government is preparing to shoot black baoshan - mount a phantasy - into Dazhou region only a AAAAA level scenic spot. But slow to develop in the scenic spots now, few visitors, the problem of low income of the scenic spot. In view of the present situation, this paper puts forward some new problems in the marketing strategy in order to solve the destination development.

   This article from the aspects such as the swot and 4 Ps marketing theory to an overview of the theoretical concepts, and then analysis the domestic tourism market and surrounding areas such as chongqing, chengdu region's tourism market scale, again through the scenic spot market management status quo, analysis of marketing environment, target market, and pointing out the problems appeared in the scenic area marketing strategy, and put forward the new marketing strategy. Combined with the characteristics of Hei baoshan scenic area and the present situation, several marketing mode: green marketing, cultural marketing, network marketing, etc., and by using the theory of 4 ps from product, price, promotion, channels, etc. Analyzes and elaborates the marketing strategy. The last Hei baoshan scenic area marketing strategy implementation proposal is put forward.

Keywords:  Tourism Marketing     Forest Park;   Marketing Strategy

论文资料贡献者对本文的描述:首先,文章从国内森林旅游市场的发展来分析黑宝山景区发展的背景及意义。其二,通过对黑宝山森林公园的市场经营现状、营销环境分析、目标市场分析以及现有市场营销策略的特点......
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