浮山风景区发展现状及营销对策分析

摘要

随着我国经济的不断发展，带动了很多产业的发展。随着人民生活水平的提高，人们都会选择旅游来丰富自己的生活，因此旅游业对我国经济的发展起了重要的作用。就目前我国的旅游业来说，发展非常迅速，但是由于一些不可控制的因素，发展是没有规律可循。我国有很多名胜古迹，因此会有许多的游客慕名而来，但是按照最基本的来说，还是有一些旅游景点的管理模式不够完整，没有完全的获得应得的利益。本文在此基础上，以浮山风景区为研究对象，对发展现状、营销对策采用文献调查法、实地考察法、专家访谈法进行研究。通过许多的学者研究的数据分析，对浮山风景区发展的相关理论，发展现状，发展中存在旅游管理理论传统、景区的服务与管理粗放等问题，本人从对浮山风景区重新定位，提出解决措施，并通过研究得出以下几个方面的结论。

关键词：浮山风景区；现状问题；营销策略

Abstract

With the continuous development of China's economy, it has led to the development of many industries. With the improvement of people's living standards, people will choose tourism to enrich their lives, so tourism plays an important role in the development of China's economy. At present, the development of China's tourism is very rapid, but due to some uncontrollable factors, there is no rule to follow. There are many places of interest in our country, so many tourists will come here, but according to the most basic, there are still some tourist attractions whose management mode is not complete, and they do not fully get the benefits they deserve. On this basis, taking Fushan scenic spot as the research object, this paper studies the current situation of development and marketing strategies by means of literature survey, field investigation and expert interview. Through the data analysis of many scholars, there are some problems in the development of Fushan scenic spot, such as the traditional theory of tourism management, the extensive service and management of the scenic spot, etc. in the process of development, I put forward solutions from the re positioning of Fushan scenic spot, and draw the following conclusions through the research.

Key words: Fushan scenic spot; current problems; marketing strategies

目录

一、引 言1

（一）研究背景及意义1

（二）文献综述1

二、浮山风景区发展现状分析3

（一）浮山风景区简介3

1.地理位置3

2.文化背景3

（二）浮山风景区发展现状分析3

1.问卷调查法3

2.景区满意度分析3

3.景区推广现状4

4.景区消费水平4

5.风景区开发现状4

6.浮山风景区研究小结5

（三）浮山风景区发展面临的问题分析5

1.交通不便5

2.旅游项单一5

3.服务质量有待提高5

4.景区管理工作有待加强5

5. 缺乏资金5

6.缺乏宣传推广，6

三、浮山风景区在营销方面存在的问题7

（一）定位不够精准7

（二）浮旅游营销方式与理念落后7

（三）产品开发不足7

1.旅游商品开发不足7

2.生态旅游开发不够8

（四）推广渠道不够8

（五）促销模式简单8

四、浮山风景区营销对策9

（一）完善景区主题形象9

（二）更新营销理念9

1.重视客户需求9

2.注重个性化9

（三）增加旅游产品9

1.增加乡村旅游项目9

2.增加娱乐性项目9

（四）拓宽推广渠道9

（五）完善促销体系10

结 论11

参考文献12