蘇州鄉(xiāng)村旅游營銷策略研究——以蘇州旺山生態(tài)園為例

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1、蘇州鄉(xiāng)村旅游營銷策略研究--以蘇州旺山生態(tài)園為例蘇州鄉(xiāng)村旅游營銷策略研究——以蘇州旺山生態(tài)園為例中文摘要蘇州鄉(xiāng)村旅游營銷策略研究——以蘇州旺山生態(tài)園為例中文摘要我國鄉(xiāng)村旅游發(fā)展起步較晚，遠落后于歐美等發(fā)達國家。對于鄉(xiāng)村旅游產(chǎn)品營銷更是處于摸索的初級階段，面臨諸多市場營銷問題。因地制宜的開展鄉(xiāng)村旅游產(chǎn)品營銷，對增強鄉(xiāng)村旅游發(fā)展活力，解決新農(nóng)村建設(shè)問題，具有重要的實踐意義。本文介紹了鄉(xiāng)村旅游的概念及其特征，對國內(nèi)外鄉(xiāng)村旅游發(fā)展進行了概述。采用實地調(diào)研、文獻資料查閱等方法，重點對蘇州特別是旺山生態(tài)園鄉(xiāng)

2、村旅游的發(fā)展現(xiàn)狀作了介紹，包括旅游資源情況、發(fā)展進程、客源市場及市場營銷現(xiàn)狀等。通過對旺山生態(tài)園鄉(xiāng)村旅游營銷現(xiàn)狀的分析，總結(jié)和歸納蘇州鄉(xiāng)村旅游市場營銷中存在的普遍性問題，如客源市場開發(fā)不夠、旅游產(chǎn)品特色不強、產(chǎn)品形式單一、文化內(nèi)涵挖掘不深、營銷手段傳統(tǒng)落后等。在定性分析的基礎(chǔ)上，從蘇州鄉(xiāng)村旅游的實際出發(fā)，結(jié)合旅游市場營銷理論及國內(nèi)外成功的鄉(xiāng)村旅游案例，提出蘇州鄉(xiāng)村旅游產(chǎn)品營銷的改進措施，包括：進行差異化的產(chǎn)品設(shè)計、深度挖掘蘇州傳統(tǒng)鄉(xiāng)村文化內(nèi)涵、以整合營銷理念進行市場推廣等，以期能夠促進蘇州鄉(xiāng)村旅

3、游的發(fā)展，為新農(nóng)村建設(shè)做出重要貢獻。關(guān)鍵詞：蘇州鄉(xiāng)村旅游營銷策略作者：盛曉蘭指導老師：楊天翔I——g輯；H-l用餅Hl^窆MarketingStrategyUesearchonSuzhouRuralTourismSamplesof*Suzhou^vangshanEcologicalParkAbstractchina-RuralTourismstartedverylate,it-farbehindEurope,theUnitedStatesandotherdevelopedcountries.Tl

4、ieproductmarketingforchina-RuralTourismisstillattheinitialdevelopmentstage,andcurrentlyweliavetofacelotscfmarketingproblems.SoifwecanmakegoodusecfourlocalresourcesandpromoteourRuralTourismproductmarketing,itwillnotonlyenhancethevitalitycfRuralTourism

5、-development,butalsosolvetheproblemswhicliwemetinthenewruralcommunitiesuconstmction,itliasveryimportantpracticalsignificance.ThisarticleintroducestheconceptandcharacteristicsofRuralTourism;italsointroducestheRuralTourism-developmentstatusatliomeandab

6、road.Throughfieldresearch,documentdatareviewandotherresearchmethods,thisarticlefocusonthestudycfsuzllou-RuralTourism,especiallyfocusonthestudyandintroductionof'wangshan-RuralTourism-development,theintroductionincludingwangsllan-tourismresources,devel

7、opmentprocess,customerresourcesandwangshan-marketingstrategiesetc:AfterstudyWangshanEcological^ark-RuralTourismproductmarketingmodule,thewritersummarizessomecommonmarketingproblemswhichappearedinsuzhou-RuralToudsm,suchastheweaknessintouristmarketdeve

8、lopment,nospecialfeaturesintourismproduct,simpleinetc:wasedonqualitativeanalysisandconsiderSuzhouRuralTourism-reality,combinedwithtourismmarketingtheory,referencetheRuralTourism-successfulexperienceindomesticandabroad,thewriterproposedsomeimprovement