文档介绍：毕业论文
题目: 坎布拉景区服务营销问题研究
学生姓名: 刘真
学号: 0706505015
指导教师: 张永琴
专业年级: 2007级市场营销
所在学院和系: 财经学院工商管理系
完成日期: 2011年 6月 8日
答辩日期: 2011年 6月 13日
坎布拉景区服务营销问题研究
摘要
旅游业是现代经济中不可忽略的重要组成部分,对其他行业有着巨大的拉动效应。在西部大开发背景下,青海省大力发展旅游业意义重大。青海省至今仍保持着相对原始的自然生态环境和奇特的风光。然而,和旅游业发达省区相比,青海还处于末位状态。以坎布拉为例,在旅游资源服务产品开发、景点建设、旅游设施配套和服务质量等方面均远远落后于其他省区。其中服务市场的竞争尤为关键。认识服务营销及其特点,研究如何制定有效的服务营销策略,是青海省旅游业的竞争取胜之道。本文运用服务营销相关理论,从品牌策略、服务有形展示、体验营销等方面找出了坎布拉景区存在的不足,如服务产品意识淡薄、服务有形展示类型单一、服务环境开发不够等。并提出了强化品牌宣传、规范服务过程、注重服务有形展示方式等相关解决措施。
关键词: 坎布拉,旅游营销,服务营销
CAMBRA MARKETING RESEARCH SERVICES TO TOURIST ATTRACTIONS
Abstract
Tourism is a modern economy can not ignore an important part of other industry has a huge pull effect. In the context of developing the western region, Qinghai Province to develop the tourism industry is significant. Qinghai Province has kept a relatively pristine natural environment and exotic scenery. However, compared to provinces and tourism development in Qinghai is still in the bottom state. To Cambra, for example, tourism services in product development, construction sites, tourist facilities and service quality, etc. are far behind other provinces. Service market in petition is particularly critical. Understanding of services marketing and its characteristics, to study how to develop effective services marketing strategy is the way to win petition of tourism in Qinghai Province. In this paper, the theory of marketing services, from brand strategy, services, physical display, experiential marketing and other areas identified ings Cambra area, such as the weak sense of service products, services, show a single type of physical, environmental services and inadequate development. And proposed to strengthen the branding, standard service process, service-oriented presentation and other related tangible solutions.
Keywords: Cambra,tourism marketing,service marketing
目录
1 绪论 1
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研究对象与研究方法 3
2相关理论综述 5
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