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1、河源旅游市場細分與營銷策略研究分類號密級UDC學位論文題名河源旅游市場細分與營銷策略研究StudyonHeyuanTourismMarketSegmentationandMarketingStrategy李先昌作者姓名莊東泉指導教師姓名MBA申請學位級別專業(yè)名稱工商管理論文提交日期論文答辯日期學位授予單位和日期答辯委員會主席評閱人二?一?年十月摘要本文主要運用現(xiàn)代營銷、旅游市場營銷、可持續(xù)發(fā)展及市場經(jīng)濟等理論,以廣東省河源旅游市場的發(fā)展現(xiàn)狀為出發(fā)點,研究如何通過細分河源旅游市場確定目標市場,并探討了如何根據(jù)目標市場需求制定河源旅游業(yè)今后發(fā)展的營銷策略,研究目的在于促進河源旅游業(yè)的迅速發(fā)展,快速
2、提升河源旅游產(chǎn)業(yè)的核心競爭力。論文首先介紹河源旅游業(yè)發(fā)展的基本情況,剖析了河源旅游業(yè)發(fā)展存在的問題及原因;其次,對河源旅游業(yè)發(fā)展的內(nèi)、外環(huán)境進行戰(zhàn)略分析;再次,在對河源旅游主要客源市場調(diào)查分析的基礎上,對旅游市場進行了細分,選出適合廣東省河源旅游業(yè)大力發(fā)展的目標市場;最后,結(jié)合實際情況提出發(fā)展河源旅游業(yè)的營銷策略。目前,對河源市旅游業(yè)進行系統(tǒng)地分析的研究尚不多見,特別是專門針對河源市旅游市場細分和營銷策略的研究還尚屬空白,本文的研究將對促進河源旅游業(yè)的發(fā)展具有一定的現(xiàn)實意義。關鍵詞:河源市;旅游業(yè);市場細分;營銷策略1AbstractInthispaper,throughtheapplicat
3、ionofmodernmarketing,tourismmarketing,sustainabledevelopmentandmarketeconomytheories,startingfromtheanalysisoftourismDevelopmentofHeyuancityinGuangdongprovince,studyhowtoascertaintourismtargetmarketaccordingtoitstourismmarketsegmention,andproposesomemarketingstrategiesforthefuturedevelopmentofHeyuan
4、tourismindustrybasedonthemarketdemand,soastopromotetherapiddevelopmentoftourisminHeyuanandupgradethecorecompetitivenessofthetourismFirstly,introducesgeneralsituationoftourismdevelopmentinHeyuan,thusanalyzestheproblemsandcauses;Secondly,makestrategicanalysisoftheinternalandexternalenvironmentofHeyuan
5、tourismindustry,thirdly,accordingtothesurveyonitsmajorsourceoftouristmarket,carriesoutHeyuantourismmarketsegmention,thenselectsthetargetmarketwhichwillgreatlyacceleratethegrowthofHeyuantourismindustry.Finally,propsessomemarketingstrategiesbasedontheactualsituationofHeyuantourismCurrently,systematica
6、nalysisofHeyuantourismindustryisstillrare,especiallybeingblankinresearchontourismmarketsegmentionationandmarketingstrategy,asisthesignificanceandcontributionthispaperlies,besidesthepracticalsignificanceforformulationofrelevantstrategiesforfuturedevelopmentofHeyuantourismKeyWords:Heyuancity;Tourism;M
7、arketSegmentionation;MarketingStrategy2Contents1.Introduction11.1Backgroundstudy.11.2Contents,ObjectiveandSignificance..21.2.1Contents21.2.2Objective..21.2.3Significance21.3Basisandfeasibilityfortitle
