綠色發展和生態文明是時代的潮流和要求。在此背景下，旅游產業轉型的方向可以 概括為“十大轉變”：產業支柱、方向生態、內容生活、對象普及 、人文強調、景區專 業化、手段科學、模式多樣化、運營資本化、品牌實現。 善應鎮是一個有山有水的花園小鎮，先后榮獲“中州名鎮”和“河南省生態美麗小 鎮”等榮譽。旅 游業已成為善應鎮的重要支柱產業。善應鎮鄉村旅游以其特色的風俗民 情、自然風光、鄉土文化藝術、民居建筑和傳統勞作等對民眾有較大的吸引力。發展鄉 村旅游對于優化農 村產業結構、轉變農民增收方式、強化農村基礎設施建設和保護生態 環境等方面都有深遠重大意義。然而，由于善應鎮鄉村旅游缺乏市場化運作機制，缺乏 整體規劃控制，缺乏 品牌建設，缺乏特色旅游產品，缺乏積極有效的營銷，導致善應鎮 鄉村旅游建設進展緩慢。 本文以品牌營銷理論、體驗營銷理論和網絡營銷理論為理論基礎，在實地調查走訪 和 進行問卷調查分析的基礎上，從營銷環境分析、善應鎮鄉村旅游發展現狀等方面研究 了善應鎮鄉村旅游發展的特點和存在的問題，研究借鑒了國內一些知名鄉村旅游市場營 銷成 功案例的經驗，并提出了善應鎮鄉村旅游發展營銷策略：品牌營銷、體驗營銷、網 絡營銷和產品營銷等。 關鍵字：善應鎮；鄉村旅游；品牌營銷；體驗營銷；網絡營銷 中原工學 院碩士學位論文 II Abstract Greendevelopmentandecologicalcivilizationarethetrendandrequirementsofthe times.Inthiscontext,thedirectionoftourismindustrytransformationcanbesummarizedas "tentransformations":industrypillars,directionecology,contentlife,objectpopularization, humanisticemphasis,scenicspotspecialization,scientificmeans,diversifiedmodels, operatingcapitalization,brandachieve. ShanyingTownisagardentownwithmountainsandwater,andhaswonhonorssuchas "ZhongzhouFamousTown"and"HenanProvinceEcologicallyBeautifulTown".Tourismhas becomeanimportantpillarindustryinShanyingTown.RuraltourisminShanyingTownhas greatappealtothepublicforitsuniquecustoms,naturalscenery,localcultureandart, residentialarchitectureandtraditionallabor.Thedevelopmentofruraltourismisof far- reachingsignificanceforoptimizingtheruralindustrialstructure,transformingfarmers' incomegrowthmethods,strengtheningruralinfrastructureconstructionandprotectingthe ecologicalenvironment.However,duetothelackofmarket- orientedoperationmechanism, lackofoverallplanningcontrol,lackofbrandbuilding,lackofdistinctivetourismproducts, andactiveandeffectivemarketingofruraltourisminShanyingTown,theprogressofrural tourismconstructioninShanyingTownhasbeenslow. Basedonbrandmarketingtheory,experientialmarketingtheoryandinternetmarketing theory,thispaperstudiesShanyingTownshipVillagefromtheaspectsofmarketing environmentanalysisandShanyingTownshiptourismdevelopmentstatusonthebasisof fieldsurveyvisitsandquestionnaireanalysis.Thecharacteristicsandexistingproblemsof tourismdevelopment,thestudydrawsontheexperienceofsomewell-knownruraltourism marketingsuccesscasesinChina,andputsforwardthemarketingstrategyofruraltourism developmentinShanyingTown:brandmarketing,experiencemarketing,networkmarketing andproductmarketing. Keywords: ShanyingTown;Ruraltourism;Brandmarketing;Experientialmarketing; Onlinemarketing. 中原工學院碩士學位論文 III 目錄 1. 緒論 ……………………………………………… ………………………………………………………………………………1 1.1研究背 景.......................................................................................................................1 1.2研究目的和意 義...........................................................................................................1 1.2.1研究目 的............................................................................................................1 1.2.2研究意 義............................................................................................................1 1.3國內外研究現 狀...........................................................................................................2 1.3.1國外鄉村旅游營銷研究現 狀............................................................................2 1.3.2國內鄉村旅游營銷研究現 狀............................................................................3 1.3.3國內外鄉村旅游營銷研究述 評........................................................................4 1.4研究內容和方 法...........................................................................................................5 1.4.1研究內 容............................................................................................................5 1.4.2研究方 法............................................................................................................5 2. 鄉村旅游營銷基本理論 ………………………… …………………………………………………………………….6 2.1鄉村旅游基本理 論.......................................................................................................6 2.2品牌營銷理 論...............................................................................................................6 2.2.1旅游品牌的創 建............................................................................................7 2.2.2旅游品牌的使 用...........................................................................................7 2.2.3旅游品牌的維 護...........................................................................................8 2.3體驗營 銷.......................................................................................................................8 2.3.1體驗營銷內 涵....................................................................................................8 2.3.2體驗營銷特 點....................................................................................................8 2.4網絡營 銷.......................................................................................................................9 2.4.1網絡營銷概 念....................................................................................................9 2.4.2網絡營銷特 征....................................................................................................9 2.5產品策 略......................................................................................................................9 2.5.1旅游產品組合策 略............................................................................................9 2.5.2旅游新產品開發策 略......................................................................................10 2.6價格策 略....................................................................................................................11 3. 善應鎮鄉村旅游營銷環境分析 ……… …………………………………………………………………………..12 中原工學院碩士學位論文 IV 3.1善應鎮概 況.................................................................................................................12 3.2善應鎮經濟狀 況.........................................................................................................12 3.3善應鎮近年來旅游業發展情 況.................................................................................15 3.4善應鎮鄉村旅游營銷環境分析——基于swot分析工 具.......................................15 3.4.1優勢分 析..........................................................................................................15 3.4.2劣勢分 析..........................................................................................................17 3.4.3機會分 析..........................................................................................................18 3.4.4威脅分 析..........................................................................................................18 3.4.5綜合分 析..........................................................................................................18 4. 善應鎮鄉村旅游發展現狀分析及存在問題 ……… ……………………………………………………….20 4.1善應鎮鄉村旅游發展現狀分 析.................................................................................20 4.1.1游客選擇選擇鄉村旅游目的地的主要原 因..................................................20 4.1.2游客了解善應鎮鄉村旅游的渠道..................................................................21 4.1.3善應鎮鄉村旅游客源地分布..........................................................................22 4.1.4善應鎮鄉村旅游消費者家庭平均月收入情 況..............................................22 4.1.5善應鎮鄉村旅游游客職業分布......................................................................24 4.1.6善應鎮鄉村旅游消費者每次個人平均消費情況..........................................25 4.1.7善應鎮最吸引游客的鄉村旅游項目調 查......................................................26 4.1.8游客滿意度分 析..............................................................................................27 4.1.9善應鎮鄉村旅游有待改善的地 方.................................................................27 4.2善應鎮鄉村旅游存在問 題.........................................................................................28 4.2.1缺乏市場運作機 制..........................................................................................28 4.2.2缺乏品牌精準定 位..........................................................................................29 4.2.3缺乏特色旅游產 品..........................................................................................29 4.2.4缺乏對新媒體營銷方式的推 廣......................................................................29 5. 國內鄉村旅游營銷經驗借鑒 ……………………………………………………………………… ………………30 5.1國內鄉村旅游營銷現狀.............................................................................................30 5.2國內知名鄉村旅游景區 營銷經驗.............................................................................30 5.3知名鄉村旅游景區營銷啟 示.....................................................................................30 6. 善應鎮鄉村旅游營銷策略 …………………………………………………… ……………………………….……32 6.1品牌營銷策 略.............................................................................................................32 中原工學院碩士學位論文 V 6.1.1強化鄉村旅游 品牌意識..................................................................................32 6.1.2準確進行鄉村旅游品牌定 位..........................................................................32 6.1.3推動鄉村旅游品牌建 設..................................................................................32 6.1.4加強鄉村旅游品牌影響力推 廣......................................................................32 6.2體驗營銷策 略.............................................................................................................33 6.2.1體驗主題的提 煉..............................................................................................33 6.2.2體驗營銷具體策 略..........................................................................................33 6.3網絡營銷策 略.............................................................................................................34 6.3.1善應鎮鄉村旅游網站營 銷..............................................................................34 6.3.2善應鎮鄉村旅游搜索引擎營 銷......................................................................35 6.3.3善應鎮鄉村旅游互聯網營 銷..........................................................................35 6.4產品營銷策 略.............................................................................................................36 6.5價格策 略.....................................................................................................................36 6.5.1數量折扣策 略..................................................................................................36 6.5.2季節折扣策 略..................................................................................................37 6.5.3促銷折扣策 略..................................................................................................37 6.5.4實物折扣策 略..................................................................................................37 7. 研究結論與展望 ……………………………………………… …………………………………………………………38 7.1研究結 論.....................................................................................................................38 7.2展 望.............................................................................................................................38。。。。。。以下內容略