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| 论文编号： | 7786 | |
| 作者编号： | 2120132684 | |
| 上传时间： | 2015/12/6 11:26:05 | |
| 中文题目： | LN旅游集团旅游市场营销策略及其实施研究 | |
| 英文题目： | LN group tourism marketing strategy and its implementation | |
| 指导老师： | 李桂华 | |
| 中文关键字： | LN旅游集团; 旅游市场;市场营销策略 | |
| 英文关键字： | LN tourism group; The tourism market; Market marketing strategy | |
| 中文摘要： | 辽宁旅游业，伴随改革开放大潮，从发育起步、到成长壮大、到快速发展，经过35年的历程，实现了从外事友好事业、到新兴经济产业、到国民经济战略支柱产业的转型，实现了从旅游资源大省向旅游经济强省的跨越。2014年，在全社会的大力支持和全省旅游行业的共同努力下，全省旅游产业得到又好又快发展。全年辽宁省接待国内外旅游者已达到4.6亿人次（居全国第七位），比2000年增长5.8倍；全省旅游业总收入5290亿元（居全国第五位），比2000年增长19.7倍。旅游业主要经济指标均进入全国前列。 本专题研究以市场营销理论为基础，从LN旅游集团工作实际出发，以详实的数据深入解析了LN旅游集团市场以及细分市场现状和存在的主要问题，研判LN旅游集团的优势、劣势、机遇、威胁与挑战；确定目标市场选择与市场定位，以战略眼光审视全球旅游市场宏观大势和我国国内旅游、入境旅游、出境旅游发展前景；以前瞻视角思考LN旅游集团发展目标和发展布局，谋划未来LN旅游集团旅游市场营销策略，包括旅游产品策略、营销渠道策略、价格营销策略、服务提升策略和国内外区域细分市场营销策略等核心策略。从创新旅游发展理念、拓展旅游消费领域、强化旅游市场开发、加强旅游品牌建设、加大网络营销力度、推进区域战略合作、优化旅游发展环境、创新人才培养机制和实施营销行动计划等方面进行思考，提出加快实施LN旅游集团旅游市场营销策略的一系列创新性举措与保障措施。 关键词：LN旅游集团； 旅游市场；市场营销策略 | |
| 英文摘要： | With the tide of reform and opening up, from the start to rapid development, after 35 years Liaoning tourism realized the tourism economic strong province from big tourism resources province .Crossing from foreign affairs industry to the emerging industry Liaoning tourism has been the strategic pillar industry of national economy. In 2014, in the strong support of the whole society and under the joint efforts of the province's tourism industry, the province's tourism industry gets faster and better development. Liaoning province had received 460 million tourists from home and abroad throughout the year which ranking No. 7th in the nation and 5.8 times higher than which in year 2000. The province's tourism revenue is 529 billion yuan (the fifth in the nation) and 19.7 times higher than which in year 2000. The main economic indexes are all in the lead of the national tourism industry. Based on marketing theory this topic research starting from LN tourism group and using detailed data parsed LN tourism group market as well as the status and main problems of market segments and concluded LN tourism group strengths, weaknesses, opportunities, threats and challenges; Determine the target market selection and market positioning and review the global tourism market and China's domestic tourism from a strategic perspective macro trend which including inbound tourism, outbound tourism development; With forward-looking perspective to think of LN tourism group development target and development layout, and plan the future of LN tourism group marketing strategy including tourism product strategy, marketing channel strategy, price strategy, service strategy and regional segmentation both at home and abroad as the core strategy. On the basis of innovation of tourism development, tourism consumption areas in order to strengthen the tourism market development, to strengthen the construction of tourism brand, to strengthen the network marketing to promote regional cooperation strategy, to optimize the environment of tourism development it has been the innovation talent training mechanism and implement marketing plan of action, etc, putting forward to speed up the implementation of LN tourism group marketing strategy of a series of innovative measures and guarantee measures. Key words: LN Tourism Group; The tourism market; Marketing strategy | |
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