摘要
近年来，随着人们物质文化生活水平的提高，休闲度假型消费渐成大众追逐的
新生活方式。在这种背景下，中国旅游地产呈现蓬勃发展的势头。2013年至2014
年，中国旅游地产发生了根本性变化，在短短的一年时间，中国旅游地产“人流带
动消费的配套业态空间+沉淀人气的地产需求+旅游引导的生活居所”方式迅速丧失
市场发展动力。度假创意力和价值引导力双引擎时代迅速到来，单纯的资源加产品
式的项目发展模式被“完善的度假生活价值链条供应”模式所取代。所以，近几
年，温泉养生、山水度假、运动滑雪以及商贸购物等休闲度假综合体项目将会成为
热点焦点。
然而，尽管中国旅游地产迎来了蓬勃发展的时期，但是目前中国文化旅游地产
开发实践并不是很成熟，最为典型就是缺少对旅游地产的发展模式、有效的运营模
式以及推广策划方式等的研究，在很多领域甚至存在空白。国内的大多数搞旅游地
产的企业，在旅游地产开发模式上也是大同小异，失去特色、粗制滥造。本文结合
海南昌江湿地公园项目开发模式，以中西方理论研究为基础，对文化旅游地产进行
系统研究，完善实践中所需要的理论依据，就如何有效推进文化旅游地产推广策划
进行深入探讨，为今后文化旅游地产的发展提供理论依据和参考，以供借鉴。
本文在市场营销理论指导下，深入探讨海南省旅游地产当前发展现状和未来发
展规划，并着重围绕海南昌江湿地公园项目进行研究，将理论与实践在具体项目中
相结合，通过分析研究为昌江湿地公园项目的开发策划提供完备的实施策略方案。
关键词：昌江湿地公园；市场营销；营销策略海南昌江湿地公园营销策略研究
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ABSTRACT
In recent years, with the increasing material and cultural living standard, leisure-
tourism consumption has become a new lifestyle by the public. Tourism real estate in our
country shows a prosperous development within this context. Between 2013 and
2014,tourism real estate has changed fundamentally and lost steam in only one year,
including the supporting space of consumption of which depends on the flow, the demand
for tourism real estate and the living accommodation with the guidance of tourism. When
there comes the double engine age--the creativity skills and the introducing force, single
resources and products have been replaced by the perfect value chain. Therefore,
comprehensive leisure-tourism projects will come into sharper focus in recent days, such
as hot springs health, landscape resort, skiing and shopping.
However, despite the tourism real has got into a new period of vigorous advancement,
being lack of practice and specific subject areas are omitted. There has been a long lack of
studies on development model, operating model, planning and promotion. All are similar in
the development of most of the domestic tourism enterprises. With the Hainan Changjiang
Wetland Park Project, this article is based on the theory between China and the West to
analysis leisure-tourism and making some suggestions to the development in the future.
Under the direction of marketing theory, this article will discuss the present situation
and further development of the tourism real estate in Hainan Province. Meanwhile, the
empirical research on the Hainan Changjiang Wetland Park Project will carry on by the
theory and the practice. And through expound and analysis, this will bring a complete
scheme for the Hainan Changjiang Wetland Park Project.
KEYWORDS: Changjiang Wetland Park; Marketing Management; Marketing Strategy海南昌江湿地公园营销策略研究
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目录
第一章绪论......................................................................................................1
第一节研究目的及意义...................................................................................................1
一、研究目的................................................................................................................1
二、研究意义................................................................................................................1
第二节文献综述...............................................................................................................2
一、国内相关研究综述................................................................................................2
二、国外相关研究综述................................................................................................3
第三节研究内容与研究方法...........................................................................................3
一、研究内容................................................................................................................3
二、研究方法................................................................................................................4
三、创新点....................................................................................................................4
第二章主题公园营销相关理论基础...............................................................5
第一节旅游规划理论.......................................................................................................5
第二节市场营销理论.......................................................................................................6
第三节市场竞争理论.......................................................................................................6
第三章昌江湿地公园项目规划状况分析.......................................................8
第一节昌江湿地公园项目基本情况...............................................................................8
一、项目地块分析........................................................................................................8
二、项目主题定位......................................................................................................10
三、项目规划布局及细化分析..................................................................................10
第二节旅游市场现状及昌江湿地公园项目的问题分析.............................................11
一、旅游市场竞争激烈..............................................................................................11
二、旅游市场需求结构有待优化..............................................................................11
三、昌江县旅游接待能力不足..................................................................................12
第四章昌江湿地公园市场竞争环境分析.....................................................14
第一节旅游消费市场分析.............................................................................................14目录
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一、旅游消费市场供给与需求状况分析..................................................................14
二、旅游消费市场竞争要求分析..............................................................................15
第二节海南省旅游业市场竞争分析.............................................................................15
一、海南省旅游发展格局分析..................................................................................15
二、海南省旅游产品结构分析..................................................................................16
三、海南省旅游度假消费者特征分析......................................................................17
第三节海南省重点旅游项目的影响分析.....................................................................18
一、海南省旅游发展总体规划的影响分析..............................................................18
二、海南省国际旅游岛建设总体规划的影响分析..................................................19
第五章昌江湿地公园市场细分与目标市场选择分析...............................21
第一节昌江湿地公园项目市场细分.............................................................................21
一、旅游消费的地理细分..........................................................................................21
二、旅游消费者群体细分..........................................................................................21
三、旅游消费者行为细分..........................................................................................23
第二节昌江湿地公园项目的目标市场选择.............