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河北地质大学硕士学位论文
A景区营销策略研究
论文作者：李亚学生类别：非全日制
专业学位类别：工商管理硕士领域名称：
指导教师：杨丽花职称：副教授
企业指导教师：陈华职称：
Dissertation Submitted to
HebeiGEOUniversity
for
The Master Degree of
Enterprise Operation
Research on Marketing Strategy of Scenic Area A
by
LiYa
Supervisor：Prof.Yang Lihua
June 2023
摘要
随着经济的快速发展，大众旅游和休闲旅游时代的到来，游客对景点服务水平和
旅游体验有了新的和更高的要求糜我得媪僮判碌奶粽剑诖饲榭鱿戮扒绾沃贫?
合适有效的营销策略，提升景区形象与吸引力，以此来吸引更多的游客，从而促进景
区的长远发展，变得尤为重要。A景区位于石家庄市鹿泉区西南部，总占地18平方公
里，总投资108亿元，是一座集运动休闲、生态观光、民俗体验、主题游乐、大型演
艺、康体养生等多种功能于一体的综合性山水运动休闲旅游目的地。该景区距离市中
心15公里，有良好的区位优势谛滦问葡拢珹景区亟需制定相应旅游发展策略与营
销策略，吸引旅游者，提升旅游体验满意度，以此来提升景点的竞争力。
本文在写作的过程中，以A景区作为研究对象，应用文献研究法、案例分析法、
问卷调查法为研究方法，对景区的营销策略进行研究紫龋低呈崂砹搜芯克婕?
的基础概念和相关理论，包括旅游景区、可持续发展理论和营销学的主要理论浯危?
对A景区的营销现状进行了分析，对A景区的营销环境进行了分析，包括外部环境
（PEST、波特五力膒停┖湍诓炕肪常ˋ景区优势、劣势）。并通过文献法、pearson
相关性识别指标、层次分析等方法，对现状评价赋值，并分析了其存在的主要问题。
最后，营销中存在的问题以及A景区营销现状，制定了STP整体策略以及基于7P理
论的具体实施策略。
本文通过对A景区营销现状的评价，在营销环境的基础上制定了营销策略方向，
最终结合7P理论形成了相应的优化策略。本研究对A景区营销策略的优化有着非常
明显的促进意义。
关键词：服务水平；营销策略；7P理论
I
Abstract
With the rapid development of economy and the arrival of the era of mass tourism and
leisure tourism,tourists have new and higher requirements for the service level and tourism
experience of scenic spots.Tourism is facing new challenges.In this case,how to develop
appropriate and effective marketing strategies,improve the image and attraction of the scenic
spot,so as to attract more tourists and promote the long-term development of the scenic spot
has become particularly important.Ascenic spot is located in the southwest of Luquan
District,Shijiazhuang City,covering Atotal area of 18square kilometers,with Atotal
investment of 10.8billion yuan.It is Acomprehensive landscape sports and leisure tourism
destination integrating sports and leisure,ecological sightseeing,folk custom experience,
theme amusement,large-scale performing arts,health and health and other functions.The
scenic area is 15kilometers away from the city center,which has a good location advantage.
Under the new situation,Ascenic spot urgently needs to formulate corresponding tourism
development strategies and marketing strategies to attract tourists and improve the
satisfaction of tourism experience,so as to enhance the competitiveness of the scenic spots.
In the process of writing,this paper takes Ascenic spot as the research object,and uses
the literature research method,case analysis method and questionnaire survey method as the
research method to study the marketing strategy of the scenic spot.First,the basic concepts
and related theories involved in the research institute are systematically reviewed,including
the main theories of tourist attractions,sustainable development theory and marketing
science.Secondly,the marketing status of Ascenic spot is analyzed,and the marketing
environment of Ascenic spot is analyzed,including the external environment (PEST,Porter
five-force model)and the internal environment (advantages and disadvantages of Ascenic
spot).Through the literature method,pearson correlation identification index,hierarchy
analysis and other methods,the current situation is evaluated,and the main problems are
analyzed.Finally,the problems existing in marketing and the marketing situation of Ascenic
spot,the overall STPstrategy and the specific implementation strategy based on 7Ptheory
were formulated.
Through the evaluation of the marketing status quo of Ascenic spot,this paper
formulates the marketing strategy direction on the basis of the marketing environment,and
finally forms the corresponding optimization strategy combined with the 7Ptheory.This
study has Avery obvious promotion significance to the optimization of the marketing
strategy of Ascenic spot.
Key words:Service level;marketing strategy;7Ptheory
II 。。。以下略
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