学 校 代 码
密级
中图分类号
UDC
硕士学位论文
MASTERDISSERTATION
论文题目 泰和村游野趣公司乡村旅游发展策略研究
（中文）
论文题目 Research on rural tourism development
（英文）strategy of Taihe Village Tourist Interest Company
作者周弄潮 导 师谌飞龙
申请学位 硕士 学院名称工商管理学院
学科专业 工商管理 研究方向企业经营管理
2022 年 5 月 独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得
的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中
不包含其他人已经发表或撰写的研究成果，也不包含为获得江西财经大学
或其他教育机构的学位或证书所使用过的材料。与我一同工作的同志对本
研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。
签名： 日期：2022 年 5 月 12 日
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签名： 导师签名： 日期：2022 年 5 月 12 日 泰和村游野趣公司乡村旅游发展策略研究
摘 要
随着国民经济的不断发展，我国于 2020 年实现全部人口脱贫，消除了绝对贫困，
人民生活水平显著提升，旅游已成为人们休闲选择的常态化方式。由于发展旅游经济象
征着增加绿色 GDP，有助于实现碳中和，因此受到国家政府的高度重视，不断加大资金
人才技术的投资力度，并逐步向农村基层下沉，以实现乡村振兴。随着“大城市病”的
日益凸显，自驾游、网红旅游打卡、全民旅游、沉浸式旅游火热兴起，旅游内容不仅仅
是过去简单地欣赏美景，拍照留念，人们更加注重让自己精神上得到放松，释放自己工
作生活的压力。充满田园风光，让人们安逸与休闲的乡村旅游成为人们的必然需求与选
择，为泰和村游野趣公司这类乡村旅游公司提供了良好的发展机遇。
趁着目前发展乡村旅游形势一片大好，泰和村游野趣公司依靠着自然和人文旅游资
源在泰和县爵誉村发展了旅游项目。但是该公司在经营过程中也遇到了一些瓶颈，运营
没有达到预期的效果。本文拟通过同类调查法、对比研究法、文献分析法、实地考察法
等方法，研究该公司在该境域内的该旅游项目。通过分析公司目前开展旅游服务存在的
问题、遇到的困境，以及克服路径和发展对策。公司目前处于初级阶段，未来的发展前
景很大。但是因缺乏整体考量和系统、超前的营销对策，相较于其他乡村旅游企业同质
化严重，无法适应需求侧的个性化、多元化。在当地旅游业存在客流量不足、并受季节
影响较大、旅游项目单薄、游客消费较低等问题。本文结合公司的现存问题、发展趋势，
应用该县及当地的一些相关的历史、地理、文化、旅游等文献资料，深入分析问题产生
的原因，提出了完善旅游管理、增加旅游产品、配强营销体系建设、寻找贴切的推介方
式、突出产品亮点、打造独特项目、与其他景区联动发展、三大产业融合发展、完善“互
联网+”营销系统等几个发展策略。这些措施具有一定的普适性，可以应用于其他企业
发展乡村旅游上，也可以让同一行业的其他企业进行一个风险的防范，提供一定的参考
价值。同时让广大农民利用地主优势广泛参与到乡村建设之中，为实现乡村振兴，可持
续发展具有重要意义。
关键词：乡村旅游；旅游营销；发展策略
IAbstract
Abstract
With the continuous development of the national economy, China has lifted the whole
population out of poverty by 2020, eliminated absolute poverty, significantly improved
people;s living standards, and tourism has become a normal way of leisure choice. As the
development of tourism economy symbolizes the increase of green GDP and helps to achieve
carbon neutrality, it is highly valued by the national government, which continuously
increases investment in capital, talent and technology, and gradually sinks to the rural
grass-roots level in order to achieve rural revitalization. With the increasingly prominent "big
city disease", self-driving tour, net red tourism punch card, national tourism, immersion
tourism hot rise, tourism content is not only to simply enjoy the beautiful scenery in the past,
take pictures, people pay more attention to their spiritual relaxation, release the pressure of
their work and life. Rural tourism, which is full of pastoral scenery and makes people
comfortable and leisure, has become an inevitable demand and choice for people, and
provides a good opportunity for the development of rural tourism companies such as Taihe
Village Tourist Interest Company.
In the current upsurge of developing rural tourism, Taihe Village Tourist Interest
Company has developed tourism projects in Jueyu Village, Taihe County, relying on natural
and cultural tourism resources, but in the course of operation, the company has encountered
some difficulties, and its operating conditions have not met the company;s expectations. This
thesis intends to study the rural tourism project of Taihe Village Tourist Interest Company in
Taihe County, Jiangxi Province by means of literature analysis, investigation and case study.
This thesis analyzes the company;s current problems in rural tourism services and
development strategies, the company is currently in the primary stage, the future development
prospects are great, but the lack of overall marketing strategies, compared with other rural
tourism enterprises, serious homogenization, unable to adapt to the demand side of
personalization and diversification. In Jueyu Village of Taihe County, there are some
problems in the rural tourism industry, such as insufficient passenger flow, seasonal influence
on the number of tourists, insufficient consumption of tourists, etc. Combining with the
company;s existing problems, future development and some relevant literature, this thesis
deeply analyzes the causes of the problems. This thesis puts forward several development
strategies, such as improving tourism products, strengthening the construction of marketing
system, adopting appropriate marketing promotion methods, highlighting product
characteristics, creating characteristic tourism projects, developing with other scenic spots,
Ⅱ 泰和村游野趣公司乡村旅游发展策略研究
integrating the three major industries, and improving the "Internet+" marketing system. These
measures have a certain universality, can be applied to other enterprises to develop rural
tourism, can also allow other enterprises in the same industry to carry out a risk prevention,
provide a certain reference value. At the same time, it is of great significance for farmers to
take advantage of the advantages of landlords to participate in rural construction, so as to
realize rural revitalization and sustainable development.
Key Words: Rural tourism; Tourism marketing; Development strategy
III