十堰武当山景区营销策略分析

华中科技大学文华学院

毕业设计（论文）十堰武当山景区发展的营销策略分析

学生姓名：陈俊学号：100408031116学部（系）：经济管理学部

专业年级：10级工商管理

指导教师：何鹏职称或学位：讲师

2014年5月10日

目录

摘要.....................................................................................................................III 关键词...................................................................................................................III Abstract.................................................................................................................IV Key Words............................................................................................................IV 前言........................................................................................................................V 一、理论综述.. (1)

（一）旅游概念 (1)

（二）旅游景区理论 (1)

（三）旅游营销理论 (1)

（四）深度发展理论 (2)

（五）整合营销理论 (2)

二、武当山旅游业发展现状 (3)

（一）中国旅游业发展现状分析 (3)

（二）武当山旅游业发展现状分析 (3)

（三）武当山景区发展机会分析 (5)

（四）武当山旅游产业面临的挑战分析 (5)

（五）武当山景区发展优势分析 (6)

（六）武当山旅游景区发展劣势分析 (6)

（七）SWOT分析法 (8)

三、武当山深度发展存在的问题 (10)

（一）整合营销观念欠缺 (10)

（二）产品深度开发不够 (10)

（三）区域合作不紧密 (10)

四、武当山旅游景区深度发展的营销策略分析 (11)

（一）武当山营销战略目标 (11)

（二）武当山旅游市场定位 (11)

（三）以旅游者为中心整合产品策略 (12)

（四）以成本为中心整合价格策略 (13)

（五）以便利性为中心整合销售渠道策略 (13)

（六）以整体形象为中心整合促销策略 (14)

（七）营销创新 (14)

结束语 (16)

参考文献 (17)

致谢 (18)

十堰武当山景区发展的营销策略分析

摘要

随着21世纪世界经济全球化的到来，第三产业得到迅猛发展，作为第三产业之一的旅游业自然成为当今世界的第一大产业。如今全球旅游业发展进入了黄金发展时期，无论是旅游市场规模还是旅游经济效益都得到了很大提高。同时社会经济的快速发展和我国居民生活水平的不断提高使旅游成为人们生活中的重要组成部分，旅游业在国民经济中的地位越来越高。现代旅游业发展的过程中，随着旅游竞争的不断加剧，旅游营销的作用日益凸显，21世纪的旅游业正从资源时代走向营销时代。

本文通过对湖北省十堰市著名旅游景区—武当山的旅游资源状况及产业结构进行分析，结合国际国内、湖北省内经济发展形势，以及现阶段人们对旅游消费需求的日益扩大，在武当山景区发展现状及问题上进行综合评估，将市场营销理论与旅游基本属性相结合。同时在武当山现状及存在问题的基础上，从景区营销现状、营销策略整合、营销方式创新三个方面为武当山更快更好地深层次发展提出具体对策，拟通过此次研究来未来实现武当山国内外知名旅游品牌提供参考建议与对策。

关键词：武当山；深度发展；整合营销；营销策略

Shiyan wudang mountain scenic area in the development of integrated marketing strategy

Abstract

With the coming of the21st century the world economy globalization,the rapid development of the third industry,nature of tourism as one of the third industry to become the first big industry in the world today.Global tourism development into the gold development period,both in the tourism market scale and tourism economic benefit has been greatly improved.Residents in our country at the same time the rapid development of social economy and the continuous improvement of living standard make tourism an important part in people's lives,the status of tourism in the national economy more and more high. In the process of modern tourism development,the increasing competition in tourism,tourist marketing,of the growing role of tourism industry in the21st century is moving from an era of resources towards the era of marketing.

This article through to shiyan famous scenic spots in wudang mountain tourism resources situation and the industrial structure is analyzed,combining with the international and domestic economic development situation,hubei province,and the people's growing demand for tourism consumption,at the present stage in the wudang mountain scenic area development present situation and problems,a comprehensive evaluation on the market marketing theory combined with tourism basic attribute.In wudang mountain at the same time,on the basis of the status quo and existing problems of the scenic area marketing strategy,security maintenance measures,marketing innovation three aspects put forward concrete countermeasures to mount wudang faster better deep development,proposed by the study Wudang mountain famous tourism brand at home and abroad to provide the reference Suggestions and countermeasures.

Key words:Mount wudang；Depth development;Integrated marketing; The marketing strategy