随着我国经济的增长和转型，旅游业逐渐成为我国的战略性支柱产业，旅游 收入逐年攀高，2018年旅游总收入达到5.97万亿元。在万亿级的旅游市场 中，各 种旅游类型的景区不断建设和发展。我国生态旅游自1999年拉开帷幕后，因其绿 色、可持续的特点日益受到人们的喜爱。随着旅游市场差异化、多元化、个性化 的日益增 强，生态旅游景区的市场竞争加剧，景区生存发展受到极大考验。管理 者营销能力的高低决定了生态旅游景区的生存和发展。如何提高生态旅游景区的 营销水平，提升景区管理 的竞争力，实现生态旅游景区快速发展壮大，成为生态 旅游研究中极具现实意义的课题。 本文以内蒙古呼和浩特市托克托县神泉生态旅游景区（以下简称“神泉生态 旅游景区” ）为研究对象，综述国内外生态旅游、沙漠旅游、旅游目的地营销策 略研究后，从宏观、微观两方面对神泉生态旅游景区进行市场环境分析，分析神 泉生态旅游景区的优势、劣 势、面临的机会、威胁，分析神泉生态旅游景区游客 情况，对景区的游客市场进行细分，选择目标市场并进行了市场定位，根据实际 情况，指出景区发展中存在的问题，从产品 、价格、渠道、促销、人员、有形展 示、过程控制等7个方面为神泉生态旅游景区制定市场营销组合策略，从景区管 理、营销团队建设、促销手段、技术支撑、资金投入等方面提 出具体的改善建议。 通过本文研究，达到提升神泉生态旅游景区营销能力的目的，以求为其他生态景 区提供参考。 关键词：神泉生态旅游景区、沙漠旅游、营销策略 II Abstract With the growth and transformation of China's economy, tourism has gradually become a strategic pillar industry in China, with tourism revenue rising year by year, and the total tourism revenue in 2018 reached 5.97 trillion yuan. In a trillion level tourism market, various types of scenic spots have been continuously constructed and developed. Since 1999, China's eco-tourism has been under the curtain of the curtain. Because of its green and sustainable characteristics, it is increasingly loved by people. With the increasing differentiation, diversification and individuation of tourism market, the market competition of ecotourism scenic spots is intensified, and the survival and development of scenic spots are greatly tested. The marketing ability of managers determines the survival and development of ecotourism scenic spots. How to improve the marketing level of ecotourism scenic spots, enhance the competitiveness of scenic spot management, and realize the rapid development of ecotourism scenic spots has become a very practical topic in ecotourism research. This paper takes Shenquan ecotourism scenic spot (hereinafter referred to as "Shenquan ecotourism scenic spot") in Tuoketuo County, Hohhot City, Inner Mongolia as the research object, summarizes the domestic and foreign ecotourism, desert tourism, tourism destination marketing strategy research, analyzes the market environment of Shenquan ecotourism scenic spot from macro and micro aspects, and analyzes the advantages and disadvantages of Shenquan ecotourism scenic spot According to the actual situation, the paper points out the existing problems in the development of the scenic spot, and establishes the market for the scenic spot from seven aspects: product, price, channel, promotion, personnel, tangible display, process control Marketing mix strategy, from the scenic area management, marketing team building, promotion means, technical support, capital investment and other aspects of specific improvement suggestions. Through the study of this paper, the purpose of improving the marketing ability of Shenquan eco-tourism scenic spot is to provide reference for other eco-tourism scenic spots. Key words: Shenquan ecotourism scenic spot, desert tourism, marketing strategy III 目 录 第一章 绪论 ......................................................... 1 1.1问题提出背景 ................................................. 1 1.2研究目的及意义 ............................................... 2 1.2.1研究目的 ................................................ 2 1.2.2研究意义 ................................................ 2 1.3研究内容与方法 ............................................... 3 1.3.1研究内容及思路 .......................................... 3 1.3.2研究方法 ................................................ 4 第二章 相关理论及文献综述 ........................................... 5 2.1 生态旅游的国内外研究 ......................................... 5 2.1.1国外相关研究 ............................................ 5 2.1.2国内相关研究 ............................................ 5 2.2 沙漠旅游理论 ................................................. 6 2.2.1国外相关研究 ............................................ 6 2.2.2国内相关研究 ............................................ 6 2.3 生态旅游市场营销理论 ......................................... 7 2.3.1国外相关研究 ............................................ 7 2.3.2国内相关研究 ............................................ 7 第三章 神泉生态旅游景区概况及市场营销环境分析 ....................... 9 3.1 公司整体概述 ................................................. 9 3.1.1 公司发展与总体现状 ..................................... 9 3.1.2 公司业务组织机构 ...................................... 10 3.2景区宏观环境分析 ............................................ 11 3.2.1政治环境分析 ........................................... 11 3.2.2经济环境分析 ........................................... 12 3.2.3社会文化环境分析 ....................................... 14 3.2.4技术环境分析 ........................................... 15 3.3消费者分析 .................................................. 16 3.4 神泉生态旅游景区竞争环境分析 ................................ 16 3.4.1供应商的议价能力 ....................................... 17 3.4.2购买者的议价能力 ....................................... 17 3.4.3潜在进入者的威胁 ....................................... 18 3.4.4替代品的威胁 ........................................... 18 3.4.5行业竞争者的竞争程度 ................................... 18 3.4.6竞争环境分析小结 ....................................... 19 第四章 神泉生态旅游景区SWOT分析 ................................... 20 IV 4.1 优势分析 .................................................... 20 4.1.1区位优势 ............................................... 20 4.1.2资源优势 ............................................... 20 4.1.3产品丰富 ............................................... 20 4.2 劣势分析 .................................................... 20 4.2.1营销人才缺少 ........................................... 20 4.2.2产品特色不突出 ......................................... 21 4.2.3生态环境恢复难度大 ..................................... 21 4.2.4淡季漫长且应对不足 ..................................... 21 4.2.5品牌和顾客忠诚度不够 ................................... 21 4.3机会 ........................................................ 22 4.3.1生态旅游观念提升 ....................................... 22 4.3.2政府的支持和促进 ....................................... 22 4.3.3旅游市场空间巨大 ....................................... 25 4.4威胁 ........................................................ 26 4.4.1周边沙漠景区的威胁 ..................................... 26 4.4.2游客需求多元化，景区替代性竞争增强 ..................... 27 4.4.3草原旅游及蒙古族节庆日的竞争威胁 ....................... 27 4.4.4新兴旅游观念及景区竞争威胁 ............................. 27 第五章 神泉生态旅游景区目标市场选择与市场定位 ...................... 29 5.1市场细分 .................................................... 29 5.1.1地理细分市场 ........................................... 29 5.1.2人口细分市场 ........................................... 29 5.1.3心理细分市场 ........................................... 30 5.1.4行为细分市场 ........................................... 30 5.2目标市场选择 ................................................ 31 5.3市场定位 .................................................... 33 5.3.1产品质量定位 ........................................... 33 5.3.2产品服务定位 ...........................................