XX湖旅游营销策略研究.doc

摘要:随着重庆市把旅游业作为未来发展的支柱产业之一，农业旅游的发展也将得到持续发展，而长寿旅游业对重庆旅游业起到促进作用，能够带动整个行业的发展。长寿湖地区具有优越的农业旅游基础条件，本文首先通过对长寿湖旅游营销背景问题进行了研究，同时明确了对长寿湖旅游营销策略研究目的。其次了解了旅游营销的基本含义及其特点。再者通过了解当前长寿湖旅游营销现状，明确需要解决的当前长寿湖的具体问题。之后对长寿湖旅游营销环境进行了系统的分析，这对营销策略和战略的提出起到决定性的作用。最后，针对具体情况和环境提出了营销策略和建议。寻找适合自己的发展策略，以提高旅游业的整体竞争力。

关键词：旅游业 问题及对策 营销策略

ABSTRACT:As one of pillar industries of Chongqing tourism industry as the future development, the development of agricultural tourism will be sustainable development, and longevity tourism to Chongqing tourism play a role, can drive the development of the industry. Longevity lake region with superior agricultural tourism basic condition, this article first through to the longevity lake tourism marketing background problems are studied, at the same time, clear the purpose of longevity lake tourism marketing strategy research. Second to understand the basic meaning and characteristics of the tourism marketing. Furthermore by understanding the current longevity lake tourism marketing status quo, clearly need to solve the specific problems of current longevity lake. After Longevity lake tourism marketing environment for the system analysis, the marketing strategy and strategic play a decisive role is put forward. Finally, according to specific conditions and environment marketing strategy and Suggestions are put forward. Looking for suitable for their own development strategies, in order to improve the overall competitiveness of the tourism industry.

Keywords: Tourism; Problem and Countermeasure; Marketing Strategy

研究的主要内容

    本文主要在通过研读“农业旅游营销”、“创意旅游发展”等理论的基础上，在充分调查分析长寿湖所涉及到的特色旅游资源、经济发展情况以及国内外游客对此长寿湖的偏好等基础上，制定相应的营销总体策略、适应性的具体策略以及相应的保障性体系建设，具体如下：

　　　（1）长寿湖旅游营销研究的背景及目的

　　　（2）旅游营销理论简析

　　　（3）长寿湖旅游发展的宏观、微观基本情况分析

　　　（4）长寿湖旅游营销环境分析

　　　（5）长寿湖营销策略及建议