A地产集团农旅项目营销策略研究
摘要
我国农业旅游发展起步较晚，远滞后于欧美等世界经济发达国家。对于农业
旅游产品营销更是处于模索的初级阶段，面临诸多市场营销问题。但在这些年间
随着城镇化进程逐渐加速,人民工作压力以及城市污染的增加,农业旅游作为一
种新型的旅游商品逐渐受到了人们的重视,也迎合了人们回归自然、娱乐放松的
需求,近年来也蓬勃发展了起来。因地制宜的开展农业旅游产品营销，对增强农
业旅游发展活力，具有重要的实战意义。
本文将通过对国内外农业观光园营销策略方面的文献进行研究及对A地产
集团农旅项目进行实地调研的方式，结合农旅项目当前阶段的发展现状及资源现
状的情况和国内农业观光园市场的机会，以国内外成功经验为基础，在营销理论
的指导下，对农旅项目的市场定位和营销策略进行研究。
论文总共分为六个部分，第一部分为绪论，主要分析研究农业旅游项目市场
定位及营销策略的意义和背景。第二部分对相关理论进行综述，为全文研究的展
开提供了理论基础。及阐述本选题所处行业理论研究的现状，通过对国内外营销
理论研究进行梳理，最终形成国内外研究综述。第三部分对项目进行PESTEL分
析，对国内农旅项目的基本概况及国内农旅项目营销方面的一些现状特点、规律、
问题等实际情况进行分析。第四部分运用波特的竞争结构分析理论对该农旅项目
进行分析，并使用调查问卷进行消费者分析。第五部分以营销理论为基础，设计
农旅项目的营销策略。第六部分论述了如何保障营销策略有效落地的手段。第七
部分是总结。
关键词：农业旅游回归自然营销策略PESTEL分析

MARKETING STRATEGY RESEARCH
ON AGRITOURISM OFA REAL ESTATE
GROUP
ABSTRACT
The development of agricultural tourism in China started relatively late, lagging
far behind the developed countries in the world economy such as Europe and the
United States. For the marketing of agritourism products, it is still in the initial stage
of modeling, and faces many marketing problems.But along with the urbanized
advancement these years, the increasing pressure of working and the aggravating of
municipal pollution, the agritourism has become one of the new tourism product rich
attracts more tourists，and it also caters to people's needs for returning to nature,
entertainment and relaxation.The marketing of agricultural tourism products
according to local conditions， The marketing of agricultural tourism products
according to local conditions has important practical significance for enhancing the
vitality of agritourism development.
The paper starts with the development status of agritourism economy and present
situation of Agritourism Of A Real Estate Group, both domestic and international
research results are used for reference. Research methods adopted in this paper
include documentary analysis and enterprises investigation. On this basis, the paper
uses marketing theory to analyze and discusses resolutions.
The thesis is divided into seven parts in total. The first part is the introduction,
which mainly analyzes the significance and background of the market orientation and
marketing strategy of agricultural tourism projects. The second part summarizes the
relevant theories and provides the theoretical basis for the development of the full
text.And expound the current situation of theoretical research in the industry where
this topic is selected. By sorting out domestic and foreign theoretical research on
marketing, a summary of domestic and foreign research is finally formed. The third
part conducts PESTEL analysis on the project, and analyzes the basic situation of
domestic agricultural tourism projects and some current characteristics, laws and
problems of domestic agricultural tourism project marketing. The fourth part uses

Porter's competitive structure analysis theory to analyze the agricultural tourism
project, and uses questionnaires to analyze consumers. The fifth part designs the
marketing strategy of the agricultural tourism project based on the marketing theory.
The sixth part discusses how to ensure the effective implementation of marketing
strategies. The seventh part provides a summary for the entire paper.
KEY WORDS: agritourism marketing strategy return to the nature
。。。以下略