浅谈扬州旅游市场的营销策略

学期论文II报告

题目：浅谈扬州旅游市场的营销策略

专业市场营销

学生姓名 0000

班级学号 ********

指导教师 0000000

日期 2016.11.7

摘要

随着经济的快速发展，人们的生活水平不断提高，旅游已经日益成为人们生活中的重要组成部分。作为一项“无烟产业”和“朝阳产业”，旅游业在城市经济发展中的产业地位、经济作用逐步增强，旅游业对城市经济的拉动性、社会就业的带动力、以及对文化与环境的促进作用日益显现。华东旅游线一直是国内的黄金旅游线，长江三角洲也一直是旅游的热点地区。扬州位于长江沿岸，是有着3000年历史的旅游城市。近年来，扬州市旅游业发展迅速，但受各方面因素的影响，与周边的苏锡常相比，仍然存在着一定的差距。作为历史文化名城，扬州仍有潜力可挖，从营销学的角度对扬州市旅游业重新进行梳理，可以帮助扬州更好地发展旅游业，提高城市知名度和竞争力。

从扬州市旅游业发展现状和机遇出发，通过分析该地区旅游业营销策略现状指出该地区旅游业优势及存在问题，针对旅游业投资开发力度不够、旅游品牌不佳且知名度低下、旅游配套设施不够完善等问题，提出加大投资力度、加强旅游产品的综合管理、提升旅游品牌、提高城市知名度、加强区域合作等营销策略改进方案。

关键词：扬州旅游、旅游营销、SWOT分析、营销策略

ABSTRACT

With the rapid development of economy, people's living standards improve, tourism has increasingly become an important part in people's lives. As a "smokeless industry" and "sunrise industry", the industry position of tourism in the city's economic development, and economic role gradually increases, the tourism industry of urban economy drawing was the driving force, social employment, as well as to an increasingly important role in promoting the culture and environment. East China punters have been the domestic gold punters, Yangtze River delta has also been a tourist hot spots. Yangzhou is located in the Yangtze River coast, is a 3000 - year - old tourist city. In recent years, Yangzhou tourism has developed rapidly, but is affected by various factors, compared with the one around, still exist a certain gap. As a famous historical and cultural city, Yangzhou still has the potential to dig, from the Angle of marketing to comb; Yangzhou tourism can help the better development of Yangzhou city tourism, to improve the visibility and competitiveness of the city.

Starting from Yangzhou tourism development present situation and opportunity, according to the analysis of current tourism marketing strategy in the region is pointed out that the region advantage and existing problems of tourism, for tourism, not enough investment in the development of tourism brand, and such problems as low profile, tourism facilities not perfect, the proposed investment, strengthen the comprehensive management of our tourist products and promoting tourism brand, improve the urban visibility, and strengthening regional cooperation marketing strategy improvement program.

Keywords: Yangzhou tourism, tourism marketing ，SWOT analysis, marketing strategy

目录

摘要 (Ⅰ)

ABSTRACT (Ⅱ)

第一章研究背景及意义 (1)

1.1研究背景 (1)

1.2 研究内容 (1)

1.3 研究意义 (1)

第二章文献综述 (2)

2.1 旅游营销 (2)

2.2 营销策略 (2)

第三章扬州市旅游业的现状 (4)

3.1目标市场 (4)

3.2旅游产品 (4)

3.3宣传推广 (4)

3.4配套设施 (5)

第四章扬州市旅游业SWOT分析 (7)

4.1优势（strengths） (7)

4.2劣势（weaknesses） (8)

4.3机遇（opportunities） (8)

4.4挑战（threats） (9)

第五章扬州市旅游业存在的问题 (11)

5.1投资开发力度不够 (11)

5.2主打产品偏少 (11)

5.3品牌定位不明确 (11)

5.4配套设施不够完善 (11)

第六章扬州市旅游业发展营销策略建议 (12)

6.1加大投资力度，加强旅游产品的综合管理 (12)

6.2开发旅游资源，扩大旅游范围 (12)

6.3明确品牌定位，提高城市知名度 (12)

6.4加大促销力度，提高宣传水平，完善配套设施 (12)

结束语 (14)

参考文献 (15)