兴文世界地质公园旅游营销策略研究.doc

攀枝花学院本科毕业论文 [兴文世界地质公园旅游营销策略研究] 二0一0年四月 摘 要 近年来世界各地旅游业相继推出了以地质公园为主题的旅游产品，目前这种旅游产品正受到越来越多的旅游者喜爱，说明了地质资源除了科学和使用价值外正逐渐成为开发旅游产品的主要素材之一。 兴文世界地质公园是四川最早被评为世界地质公园的景区之一，拥有丰富的旅游资源，公园内旅游资源主要有地质遗迹、自然生态和人文景观三大类，独具特色的旅游资源主要表现在兴文式喀斯特地貌、独特的古地理沉积岩层、化石景观及底蕴深厚的焚苗文化资源等。但由于起步晚，开发时间不长，缺乏有效的市场营销组合策略，使兴文世界地质公园在旅游市场上的知名度和影响力低于国内同属于地质主题公园的云南石林，与打造好兴文世界地质公园这一旅游品牌的目标还有一定的差距。 本文以兴文世界地质公园的实际调研资料为基础，结合市场营销学的相关理论，深入分析兴文世界地质公园营销策略现状和存在的问题，进而有针对性地提出市场营销组合策略，希望本文的研究成果有助于提高兴文世界地质公园的知名度和竞争力。 关键词：兴文世界地质公园，旅游，营销策略  Abstract As we all know, in recent years, geological park-based tourism products have appeared all over the world. The current trend is rapid growth accompanied by increased market demand. This indicates that in addition to science and value, geological resource have become one of the main material to develop tourism products. It enrichs the content of the tourism products and become an important resource for tourism development. Xingwenshihai Geopark in Sichuan was the first scenic spot as one of the world geological park with rich tourism resources, but because of its later, development time is not long, the lack of effective marketing mix strategies, the visibility in the park throughout the country is relatively low, its market less competitive. Based on the theory of marketing, on the basis of the Geoparks actual situation, through in-depth analysis of the geological park on the current situation and existing problems, this paper puts forward effective targeted marketing mix strategy to improve the Geoparks visibility and competitiveness further. Key Words：Xingwen Geopark, Tourism，Marketing Strategy  目 录 摘要………………………………………………………………………………………………I ABSTRACT……………………………………………………………………………………II 绪论………………………………………………………………………………………………2 一、相关理论综述………………………………………………………………………………4 （一）市场营销策略………………………………………………………………………………4 （二）旅游市场营销组合的概念和特点…………………………………………………………4 （三）旅游市场营销组合的作用…………………………………………………………………4 二、兴文世界地质公园发展现状及存在的问题分析……………………………………6 （一）资源概况简介………………………………………………………………………………6 (二)兴文世界地质公园