铁道游击队影视园景区座落在山东省枣庄市薛城区铁道游击队纪念公园内，始 建于2005年，是集红色旅游景观、大型影视剧拍摄和爱国主义教育基地为为一体 的红色旅游经典景区。铁道游击队影视园纳入到枣庄“二日游”之后，虽然获得了 一些发展，但未能充分发挥出景区独特的文化及旅游优势，特别是缺乏行之有效的 营销理念和策略。伴随着台儿庄古城的快速发展，铁道游击队影视园逐渐沦为枣庄 二日游配角，其在枣庄的旅游地位愈发尴尬。铁道游击队影视园景区兼有红色旅游 和影视旅游的概念，发展潜力比较大。 本文从铁道游击队影视园景区发展现状出发，首先通过PEST理论和波特五力 理论对景区的营销外部环境和景区所处行业环境进行了分析，然后运用SWOT方法 分析了景区的优势、劣势、机会和威胁，并提出了景区的SWOT优化组合策略。通 过实地调研，本文概括出景区的营销现状，然后依据4P营销理论从产品、价格、 渠道和促销4个方面整理出来景区营销策略存在的问题，并对问题形成的原因进行 了分析。本文通过实地调研和游客调查问卷，对景区进行了STP战略分析，明确了 铁道游击队影视园景区下一步的目标市场，并优化了景区的市场定位。在上述工作 的基础上，本文以4P营销理论为基础，从产品、价格、渠道和促销四个方面提出 了铁道游击队影视园景区的营销策略改进措施，为使改进的营销策略切实可行，又 从体制、人才、文化和服务保障四个方面提出了营销策略改进保障措施。 本文主要采用了文献研究法、问卷调查法和实地调研法，旨在对景区进行合理 规划，全面提升景区形象、打造知名景区品牌，极大的提高景区的综合竞争力。最 终使铁道游击队影视园景区成为国内知名的旅游目的地，同时也为其他的红色旅游 景区提供一定的借鉴。 关键词：铁道游击队；营销策略；红色旅游；4P营销理论 II ResearchonmarketingstrategyofTheRailwayGuerrillaFilmPark Abstract TheRailwayGuerrillaFilmandTelevisionParkislocatedintheRailwayGuerrilla MemorialParkinXuechengdistrict,Zaozhuangcity,Shandongprovince.Establishedin 2005,itisaclassicredtourismscenicspot,includingredtouristlandscape,large-scale filmandTVdramashootingandpatriotismeducationbase.AftertheRailwayGuerrilla FilmandTelevisionParkwasincorporatedintoZaozhuang"2-daytour",althoughitgot somedevelopment,butitfailedtogivefullplaytotheuniquecultureandtourism advantagesofthescenicspot,especiallythelackofeffectivemarketingideasand strategies.WiththerapiddevelopmentoftheTaierzhuangAncientCity,theRailway GuerrillaFilmandTelevisionParkhasgraduallybecomeasupportingrolein Zaozhuang's2-daytour,andit’stourismstatusinZaozhuangisincreasinglyembarrassing. RailwayGuerrillaFilmandTelevisionParkhasbothredtourismandtheconceptoffilm andtelevisiontourism,developmentpotentialisrelativelylarge. StartingfromthecurrentanddevelopmentalsituationofRailwayGuerrillaFilmand TelevisionPark,thispaperfirstanalyzestheexternalmarketingenvironmentandIndustry environmentofthescenicspotbyusingPESTandMichaelPorter'sFiveForcesModel， thenusesSWOTmethodtoanalyzethestrengths,weaknesses,opportunitiesandthreats ofthescenicspot,andputsforwardtheSWOToptimizationcombinationstrategyofthe scenicspot.Throughon-the-spotinvestigation,thispapersummarizesthecurrent marketingsituationofscenicspots,andthensortsouttheproblemsexistinginthe marketingstrategiesofscenicspots,andanalyzesthecausesoftheproblems.Then throughthefieldsurveyandtouristquestionnaire,theauthoranalyzestheSTPstrategyof thescenicspot,determinesthetargetmarketoftheRailwayGuerrillaFilmandTelevision Parkscenicspot.Inviewoftheexistingproblems,basedontheclassic4Pmarketing theory,thispaperputsforwardthemarketingstrategyimprovementmeasuresofRailway GuerrillaFilmandTelevisionParkfromProduct,Price,ChannelandPromotion.Inorder tomaketheimprovedmarketingstrategyfeasible,theauthorputsforwardtheguarantee measuresofmarketingstrategyimprovementfromSystem,Talent,Cultureand After-salesservice. Thispapermainlyadoptsthemethodofliteratureresearch,questionnairesurveyand III fieldresearch,aimingatrationalplanningofthescenicspot,comprehensivelyenhancing theimageofthescenicspot,creatingafamousbrandofthescenicspot,andgreatly improvingthecomprehensivecompetitivenessofthescenicspot..Finally,therailway guerrillafilmandtelevisionparkhasbecomeafamoustouristdestinationinChina.Atthe sametime,thislateralsoprovidesreferenceforotherscenicspots. Keywords:RailwayGuerrilla;Marketingstrategy;Redtourism; 4PMarketingtheory 目录 第1章绪论···1 1.1研究背景及意义···········1 1.1.1研究背景·················1 1.1.2研究意义·················2 1.2国内外研究现状···········2 1.2.1国外旅游营销策略研究现状···········2 1.2.2国内旅游营销策略研究现状···········3 1.3研究方法和研究思路·····5 1.3.1研究方法·················5 1.3.2研究思路·················6 1.4论文创新点················8 第2章相关概念及理论基搐················9 2.1相关概念··9 2.1.1红色旅游·················9 2.1.2影视旅游·················9 2.1.3市场营销和市场营销策略··············9 2.1.4旅游营销···············10 2.2相关理论基搐···········10 2.2.1PEST理论··············10 2.2.2波特五力模型理论···11 2.2.3STP理论···············12 2.2.4SWOT分析法···········12 2.2.54P营销理论···········13 2.3本章小结14 第3章铁道游击队影视园景区营销环境分析············15 3.1铁道游击队影视园景区概况············15 3.2铁道游击队影视园景区PEST分析····16 3.2.1政治环境因素分析···16 3.2.2经济环境因素分析···17 3.2.3社会环境因素分析···18 3.2.4科技环境因素分析···18 3.3铁道游击队影视园景区波特五力分析19 3.3.1现有竞争者分析······19 3.3.2潜在竞争者分析······19 3.3.3替代品分析············20 3.3.4供应商议价能力分析20 3.3.5购买者议价能力分析20 3.4铁道游击队影视园景区SWOT现状分析················20 3.4.1优势分析···············20 3.4.2劣势分析···············21 3.4.3机会分析···············21 3.4.4威胁分析···············22 3.4.5铁道游击队影视园景区SWOT分析结论·············22 3.5本章小结23 第4章铁道游击队影视园景区营销策略存在问题分析24 4.1铁道游击队影视园景区营销现状······24 4.1.1产品开发现状·········24 4.1.2价格策略现状·········24 4.1.3渠道拓展现状·········25 4.1.4景区促销现状·········25 4.2铁道游击队影视园景区游客调查分析25 4.2.1门票价格及游客预期26 4.2.2景区评价及游客建议27 4.3铁道游击队影视园景区市场分析······29 4.3.1铁道游击队影视园景区客源市场细分···············29 4.3.2铁道游击队影视园景区目标市长··35 4.3.3铁道游击队影视园景区市场定位···35 4.4铁道游击队影视园景区营销策略问题分析············36 4.4.1旅游产品竞争力不强36 4.4.2价格策略考虑不全···36 4.4.3营销渠道单一和保守37 4.4.4促销推广形同虚设···37 4.5本章小结38 第5章铁道游击队影视园景区营销策略改进及保障措施···············39 5.1营销策略改进措施······39 5.1.1产品策略···············39 5.1.2价格策略···············40 5.1.3渠道策略···············41 5.1.4促销策略···············42 5.2营销策略改进保障措施43 5.2.1体制保障···············43 5.2.2人才保障···············43 5.2.3文化保障···············44 5.2.4服务保障···············44 5.3本章小结45 第6章结论与展望··········46 6.1结论······46 6.2展望······46