文档介绍：河北工业大学工商管理硕士(MBA)学位论文
秦皇岛市旅游业市场营销的研究
摘要
随着国际旅游业的迅速发展,旅游业已成为世界上发展势头最强劲的产业,WTO 使中
国的旅游业走向世界的同时,也使世界逐步走进中国。挑战与机遇一并走进我国的旅游业。
随着国际形势的不断发展变化,我国的社会经济发展也会不断调整,而国际、国内宏观环
境的变化,也将影响到国家旅游政策的调整,影响到旅游产业的发展方向、方式和特点。
无论是国内的旅游企业、合资的旅游企业还是外资的旅游企业,都不可避免地要在如此竞
争激烈的市场环境中,寻找属于自己的一席之地,并且不断保持和发展下去,那么就必须
以市场营销为导向进行各项经济活动和实践活动,这样才能迅速、有效地提高经营管理水
平,增强竞争能力,培养自己的核心竞争力,提高经济效益。
本文结合秦皇岛市旅游市场的特点,有针对性地提出了秦皇岛市旅游业市场营销的策
略。文章主要从五个方面对旅游营销创新策略进行了论述,既有理论阐述,也有实际对策。
第一方面论述了旅游市场的细分及目标市场选择,本章运用旅游市场及旅游市场细分理
论,对旅游市场进行了细分,指出旅游主体目标市场。第二方面主要讲述了旅游产品开发
策略。第三方面主要讲述了旅游产品订价策略。第四方面主要讲述了旅游销售渠道策略。
第五方面主要讲述了旅游促销策略。
关键词:旅游市场,营销策略,秦皇岛
i
秦皇岛市旅游业市场营销的研究
RESEARCH ON MARKETING MANAGEMENT OF THE
TOURIST INDUSTRY OF QINHUANGDAO
ABSTRACT
With the rapid development of the international tourism, traveling has already e the
most powerful industry of the growth momentum in the world. With WTO makes tourist industry
of China petitive in the world,it makes the e into China progressively too.
The challenge and opportunity came into the tourist industry of our country together. With the
constant development and change of the international situation, the social economic development
of our country will be adjusted constantly too, And the change of international, domestic
macroscopically environment, will influence the adjustment of policy of traveling to country,
influence the developing direction, way and characteristic of the travel industry. No matter
domestic tourist enterprise, tourist enterprise of the joint-venture or tourist enterprise of the
foreign capitals, look for the one's own one seat in so petitive a market environment
unavoidably, Must take marketing as the direction and carry on every economic activity and
practice activity then, could improve managerial skill rapidly, effectively in this way, strengthen
petitive power, train one's own petitiveness, increase economic efficiency.
The bine Qinhuangdao ci