近年来，随着我国经济快速发展，社会矛盾不断转化，人们对追求自然、回归田园的 需求更为强烈，各类以休闲农业为主题的旅游园区应运而生。同时，休闲农业文化发掘不 够深厚、体验度差等一系列问题需要解决，建设高水平、高质量的特色休闲农业园区迫在 眉睫。 本文的研究对象西安沣东现代都市农业博览园（简称沣东农博园）受旅游淡旺季差异， 竞争激励，缺乏特色产品等问题影响也日益突出。在此形势下，寻找新的经营突破点，依 靠有力的营销手段和特色的服务产品脱颖而出，让企业实现可持续发展成为本文的重中之 重。 本文主要以市场营销学的相关理论和知识为基础，采用文献研究法、现场调研法和案 例研究法等研究方法，通过实地调研和问卷调查对景区的营销现状及问题进行调查分析， 运用 PEST 分析法、波特五力模型和 SWOT 分析法重点对园区的营销环境进行分析，最后运 用营销理论从几个层面对沣东农博园的营销策略提出了合理化建议。产品上要明确目标定 位、开发特色优质产品，品牌上强化品牌意识，打造特色研学品牌；价格方面要善于组合 定价和差异化定价；体验策略上注重产品的体验性，服务方面要将服务有形化、满足个性 化需求，同时充分利用间接渠道，加强网络渠道建设。同时，建议景区运营公司在营销团 队、激励政策、部门职能等方面进行保障措施的提升和优化。本文的研究内容能切实解决 沣东农博园目前存在的营销问题，提高企业核心竞争力，也可为其他休闲农业园区和行业 的发展带来一定经验借鉴和参考。 关键词：沣东农博园；休闲农业；营销策略；营销理论； 论文类型：应用研究III Subject ：The Research on the Marketing Strategy of Fengdong agricultural Expo Park from the Perspective of LeisureAgriculture Speciality： MBA Name ： Song Ting (signature) Instructor：Fan Qi (signature ) ABSTRACT In recent years, with the rapid development of China's economy, social contradictions are constantly changing.People have a strong demand for nature and rural life,so that various types of leisure agricultural parks have emerged.But there are lots of problems to be solved ,such as lacking of the integration between the product and culture,poor experience.It is urgent to build high-level and high-quality characteristic leisure agriculture parks. Xi'an Fengdong modern urban agricultural expo park (Fengdong agricultural expo park for short), has been won high praise from tourists and citizens since opened in 2013. However,many problems that restrict the development like low and peak seasons difference,fierce market competition exist and the characteristic of the products is not outstanding.In this situation, looking for new business breakthrough points,relying on powerful marketing methods and characteristic service products help the enterprise achieving sustainable development has become the top priority of this paper. Based on the relevant theories and knowledge of marketing, using the literature review, site investigation and case study research,the marketing situation and problems of the scenic spot is investigated and analyzed.Then,analyze the marketing environment using the PEST analysis and SWOT analysis and put forward the reasonable suggestions from the marketing theories.In products,it need to have a clear target orientation and develop featured and high quality products.In price,the enterprise should be good at using the combination pricing strategy, pay attention to the experience of product.On the experience strategy,it need to meet the individual requirements.At the same time ,the enterprise need to use the indirect channels, strengthen the internet channel,improve the brand awareness and build the “studies to travel”brand.In order to ensure the implementation of the marketing strategies, it is suggested that the managers of the scenic spots should improve and optimize the security measures in the aspects of marketing team, incentive policies and department functions.The research can effectively solve the problems of Fengdong agricultural expo park, highlight the advantages of enterprises andIV improve the core competitiveness. It can also also bring some experience and reference for the development of other leisure agricultural parks and related industries. Keywords: Fengdong Agricultural Expo Park; Leisure Agriculture; Marketing Strategy; Marketing Theory; Thesis type:Applied ResearchV 目 录 第一章 绪论................................................................1 1.1 研究背景和意义..........................................................1 1.1.1 研究背景..............................................................1 1.1.2 研究意义..............................................................1 1.2 国内外现状..............................................................2 1.2.1 国外研究现状..........................................................2 1.2.2 国内研究现状..........................................................3 1.3 研究的主要内容及研究方法................................................4 1.3.1 研究的主要内容与技术路线..............................................4 1.3.2 研究方法..............................................................5 第二章 相关理论基础........................................................6 2.1 相关概念辨析............................................................6 2.1.1 休闲经济与休闲农业....................................................6 2.1.2 都市农业..............................................................6 2.2 市场营销理论............................................................7 2.2.1 4Ps 营销理论 ..........................................................7 2.2.2 4Cs 营销理论 ..........................................................7 2.3 体验营销理论............................................................8 2.3.1 体验营销..............................................................8 2.3.2 体验经济..............................................................8 2.4 服务营销理论............................................................9 第三章 沣东农博园经营现状及问题分析.......................................10 3.1 沣东农博园概述.........................................................10 3.1.1 沣东农博园简介及运营现状.............................................10 3.2 沣东农博园目前营销策略调查分析.........................................11 3.2.1 沣东农博园营销现状及主要活动.........................................11 3.2.2 沣东农博园营销现状调查分析...........................................11 3.3 沣东农博园营销策略存在的主要问题.......................................14 3.3.1 产品单一且转化率低...................................................14 3.3.2 产品及服务缺乏文化渗透...............................................15 3.3.3 营销渠道不明确.......................................................15 3.3.4 影响营销策略实施的主要因素...........................................15 第四章 沣东农博园营销环境分析.............................................17 4.1 宏观环境分析...........................................................17 4.1.1 政治环境分析.........................................................17 4.1.2 经济环境分析.........................................................17 4.1.3 技术环境分析.........................................................17 4.1.4 社会文化环境.........................................................18 4.2 竞争环境分析...........................................................18 4.2.1 潜在进入者威胁.......................................................18 4.2.2 替代品的威胁.........................................................19VI 4.2.3 购买者的压力.........................................................19 4.2.4 供应方的压力.........................................................19 4.2.5 行业内现有企业之间的竞争.............................................20 4.3 SWOT 分析 ..............................................................20 4.3.1 优势分析.............................................................20 4.3.2 劣势分析.............................................................21 4.3.3 机遇分析.............................................................21 4.3.4 危机分析.............................................................21 4.3.5 SWOT 综合分析 ........................................................22 4.4 沣东农博园营销环境总结