武汉大学生体验旅游的营销策略研究.doc

优秀论文，所以比普通贵些，1本大学所出!


摘    要

改革开放30年来，中国旅游业规模不断扩大，基础设施日益完善，人们物质文化生活水平不断提高，旅游消费心态日益成熟，我国旅游业也逐渐与国际接轨，已经出现了由较低层次的“观光旅游”向更为高级的消费模式“体验旅游”逐步过渡的趋势。
体验旅游是旅游管理研究中的一个新鲜和重要的课题。在体验经济时代,大学生旅游者的消费和需求都将发生巨大的变化。旅游业要从科学开发体验型旅游、加强体验型旅游的管理等方面积极应对大学生体验旅游时代的到来。但就目前来看，很少有旅游企业关注这一目标群体和庞大的市场，对于旅游企业来讲，谁先发现并开发、占领这一市场，那么谁就抢先赢得了巨大市场的机会，就能在激烈的市场竞争中立于不败之地。
本文基于武汉大学生体验旅游市场，针对武汉大学生体验旅游的发展现状作了详尽的分析，并找出限制其发展的主要存在问题和影响因素。根据找出的存在影响因素，明确当前体验旅游的目标市场，提出相关的营销策略，其中较为新颖的分销渠道，例如微博营销、网络团购等途径。最后由于条件所限本文未能对存在的所有问题一一分析研究，寄希望于以后的研究工作。
笔者希望本文的研究能够对大学生体验旅游市场各企业在实施营销活动时具有一定参考价值。

关键词：大学生体验旅游；发展现状；营销策略；产品开发

ABSTRACT
   
For 30 years of reform and opening-up, Chinese tourism scale has been continuously expanded, the infrastructure has been improved, the material and cultural life level has been enhanced, the traveling consumption mentality has been maturing, and Chinese tourism also has been gradually with the international level. The gradually transition trend that the low level--"traditional tourism" to more senior consumption patterns "experience tourism" has appeared.
Experience tourism is a fresh and important topic of the tourist management research. In the experience economy era, college student tourists’ consumption and demand will change greatly. Tourism must face with the arrival of the era of college students experience tourism from developing it scientifically, strengthen the tourism experienced management.
But so far, there are few tourism enterprises pay attention to this target group and huge market. The travel agencies which first discover, develop and occupy this market will win huge market opportunities and remain unconquerable in the fierce market competition, analyzing the development situation of college students experience tourism in detail.
Based on the experience of university students in college tourist market in Wuhan, and find out the main problems and influencing factors that restrict its development. According to the identified factors, we can make clear the target market of the current experience tourism. Then put forward related marketing strategy.   Finally, due to the limitation of research conditions, not all of the problems have been researched. Place the hope on the future research to analysis them.
The author hopes that this research is a certain reference for enterprise management activity on college students experience tourism market.

Key words: College students experience tourism; Development status; Marketing strategy; Product development        
     
目    录

一、引言 1
（一）研究背景与研究意义 1
（二）研究目的与研究内容 2
（三）研究对象与研究方法 2
二、相关文献回顾 3
    （一）体验经济和体验营销研究 3
    （二）体验旅游研究 4
三、武汉大学生体验旅游的发展现状分析 6
（一）体验旅游的发展现状 6
（二）武汉大学生体验旅游消费行为调查 9
四、武汉大学生体验旅游的影响因素分析 17
（一）生活费对旅游市场的影响 17
（二）大学生年级、专业对旅游市场的影响 18
（三）其他因素 19
五、武汉大学生体验旅游的营销策略分析 21
（一）建立大学生游客体验数据库，加强心理需求和内心感受分析 21
（二）制定有竞争力的目标市场战略 21
（三）设计一个鲜明而独特的主题，开发适宜的旅游产品 22
（四）制定适合大学生群体的消费价格 23
（五）选择特色的、新颖的体验旅游渠道 24
（六）选择能够激发大学生体验欲望的促销手段 24
结束语 26
参考文献 27
附录——调查问卷 28
致谢 30