摘要
摘要
随着我国经济高速、高质量发展，工作节奏变快、生活压力加大，人们迫切
需要通过休闲旅游的方式来放松身心，同时老年化进程不断加快，老龄人口数量
不断增长，对康养旅游的需求随之增加。受新冠肺炎疫情的影响，安全出行、品
质出行成为人们出行的普遍追求，未来，康养旅游市场将逐步扩大，发展也将面
临新的机遇。
Q集团有限公司作为集房地产开发、煤炭洗选、慈善公益等事业于一体的综
合民营企业，为摆脱煤炭行业制约，寻求新的经济增长点，开发建设了高平市清
云寺生态公园项目。通过近年来的营销推广，Q集团康养项目在市域范围内有一
定的人气，但是外来游客不多，知名度低，缺乏竞争优势。本文通过查阅相关资
料，学习理解康养旅游营销策略相关知识，为优化Q集团康养项目营销策略提供
理论基础，同时以发放问卷调查的方式，对游客满意度进行调查，对营销策略进
行深入探索，找出目前营销策略存在的问题。再次运用PEST分析法，分析基地
目前面临的经济、政治、社会、技术环境，并通过SWOT分析法，找出Q集团康
养项目目前的内部优势、劣势；外部机会、威胁，为接下来优化营销策略指明改
进方向。最后，从产品、价格、渠道、促销、人员、过程、有形展示七个维度提
出具体的改进建议。
本文对Q集团康养项目营销策略提出优化建议，一方面加大产品研发、完善
基础设施、人员培训等投入力度，为游客提供更优质服务，提高产品竞争力；另
一方面提高游客满意度，吸引更多潜在顾客。希望以此为基础，为相关学者研究
康养旅游营销策略提供借鉴，为相关企业发展康养旅游产业提供思路。
关键词：Q集团；康养项目；SWOT分析；营销策略
论文类型：应用类
选题来源：其他
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ABSTRACT
ABSTRACT
With the rapid and high-quality development of China's economy, the faster pace
of work and the increasing pressure of life, people urgently need to relax their body
and mind throughleisure tourism. At thesame time, the processof aging is
accelerating, the elderly population increases rapidly, and the demand for health
tourism increases accordingly. Affected by the COVID-19 epidemic, safe travel and
quality travel have become the common pursuit of people's travel. In the future, the
health care tourism market will gradually expand, and its development will also face
new opportunities.
As a comprehensive private enterprise integrating real estate development, coal
washing, charity and public welfare, etc., Q Group Co., Ltd. has developed and
constructed the Gaoping Qingyunsi Ecological Park project in order to get rid of the
constraints of the coal industry and seek new economic growth points. Through the
marketing and promotion in recent years, the Q Group health care project has a certain
popularity in the city area, but there are not many foreign tourists, with a low
popularity, and a lack of competitive advantage. By consulting relevant materials, this
paper learns and understands the relevant knowledge of health care tourism marketing
strategy, which provides a theoretical basis for optimizingits project marketing
strategy. At the same time, it distributes the questionnaire survey room, investigates
the satisfaction of tourists, deeply explores the marketing strategy, and finds out the
problems existing in the current marketing strategy. The PEST analysis method is used
again to analyze the current economic, political, social and technical environment of
the base,and to find outthe disadvantagesthrough SWOT analysis;external
opportunities and threatsto provide the right directionfor optimizing the next
marketing strategy. Finally, specific improvement suggestions are put forward from
seven dimensions: product, price, channel, promotion, personnel, process and tangible
display.
This paper puts forward suggestions for optimizing the marketing strategy of Q
Group health care project. On the one hand, we should increase investment in product
research and development, improve infrastructure, and personnel training, so as to
provide tourists with better services and improve product competitiveness; on the other
hand, we should improve tourist satisfaction and attract more potential customers. On
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ABSTRACT
this basis, we hope to provide reference for relevant scholars to study the marketing
strategy of health tourism, and provide ideas for related enterprises to develop health
tourism.
KEY WORDS:Q Group;Health tourism;SWOT analysis; Marketing strate
gy problems
Dissertation type: Application Type
Subject source: Other
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