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1、河源旅游市场细分与营销策略研究分类号密级UDC学位论文题名河源旅游市场细分与营销策略研究StudyonHeyuanTourismMarketSegmentationandMarketingStrategy李先昌作者姓名庄东泉指导教师姓名MBA申请学位级别专业名称工商管理论文提交日期论文答辩日期学位授予单位和日期答辩委员会主席评阅人二?一?年十月摘要本文主要运用现代营销、旅游市场营销、可持续发展及市场经济等理论,以广东省河源旅游市场的发展现状为出发点,研究如何通过细分河源旅游市场确定目标市场,并探讨了如何根据目标市场需求制定河源旅游业今后发展的营销策略,研究目的在于促进河源旅游业的迅速发展,快速
2、提升河源旅游产业的核心竞争力。论文首先介绍河源旅游业发展的基本情况,剖析了河源旅游业发展存在的问题及原因;其次,对河源旅游业发展的内、外环境进行战略分析;再次,在对河源旅游主要客源市场调查分析的基础上,对旅游市场进行了细分,选出适合广东省河源旅游业大力发展的目标市场;最后,结合实际情况提出发展河源旅游业的营销策略。目前,对河源市旅游业进行系统地分析的研究尚不多见,特别是专门针对河源市旅游市场细分和营销策略的研究还尚属空白,本文的研究将对促进河源旅游业的发展具有一定的现实意义。关键词:河源市;旅游业;市场细分;营销策略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
