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论文编号：	1854
作者编号：	041957
上传时间：	2010/5/14 11:24:19
中文题目：	旅游景区的整合营销研究
英文题目：	tourism tourist area integrated marketing
指导老师：	王健
中文关键字：	旅游 旅游景区 整合营销
英文关键字：	tourism tourist area integrated marketing
中文摘要：	任何理论的出现与发展都是现实需要推动的，整合营销也不例外。经济的全球化和科学技术的迅速发展，使越来越多的企业开始认识到，单凭企业自身的力量很难在竞争日趋激烈的市场环境中求得生存和发展，只有以合作竞争取代对立竞争，以整合作战取代单兵作战，进行战略联盟、整合营销，才能强化其竞争优势。 旅游景区面临着严峻的竞争形势。在旅游景区各具特色，不分高低的情况下，采取有效的营销策略以争夺客源成为景区竞争的关键。旅游景区作为旅游产业链中的一部分其发展建立在其他要素、部门的基础上并受到他们的制约；而且旅游景区实力较弱，单靠自己的力量很难在竞争激烈的市场环境中立足，在这种情况下把整合营销应用于旅游景区营销中，既顺应了时代发展的要求，又能强化旅游景区的竞争优势。 关于整合营销的概念，目前尚无统一定论，本文在对整合营销的概念进行梳理的基础上对其进行了界定，并将其应用到旅游景区营销中。接着介绍了旅游景区整合营销的体系架构，明确了旅游景区整合营销的概念、内容和策略，在次基础上，对旅游景区如何开展整合营销从明确目标市场，建立游客数据库，整合营销工具等方面进行了分析。最后，对旅游景区实施整合营销的障碍进行了分析，并提出了改进措施。
英文摘要：	Appearance and development of any theory are all promoted by reality need, and it is no exception to integrated marketing. Economic globalization and rapid development of science and technology, make more and more enterprises begin to realize that it is very difficult to survive and develop in the fierce market environment of competition with their own strength, so enterprises must replace the opposite competition with the cooperate competition, replace the individual fighting with the integrated fighting and carry on the strategic alliance, integrated marketing in order to strengthen their competition advantage. Tourist area is facing the fierce competition situation. In the situation that each tourist area has its own characters and does not divide the height, it is the key for tourist area to adopt the effective marketing strategy to capture the source of tourists .Tourist area, a part of the travel industry chain, its development is set up on the basis of numerous other essential factors and receives their restriction; Moreover the capability of tourist area is weaker, it is hard to stand in the highly competitive market environment with its own strength, so integrated marketing being applied into tourist area marketing, can both comply with the time development request and strengthen the competitive advantage of tourist area. About the concept of integrated marketing, the final conclusion is still not unified at present. The text has combed and defined the concept of integrated marketing which is applied to the marketing of tourist area. Then the system framework of tourist area integrated marketing is introduced, defining the definition, concept and tactics of tourist area integrated marketing. On the foundation, from defining the goal market of tourist area, setting up visitor's database and integrating marketing, etc. how to develop the integrated marketing is analyzed. Finally the obstacles for tourist area to implement integrated marketing are analyzed and some measures are proposed to improve them.
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