基于顧客價(jià)值理論的蜀岡--瘦西湖風(fēng)景名勝區(qū)營(yíng)銷(xiāo)戰(zhàn)略研究.pdf

1、IIIIIIIIIIIIIIIIIIIIIIY3432627分類(lèi)號(hào)UDC學(xué)號(hào)叢!三Q里12密級(jí)公趕埸H1大譬YANGZHOUUNIVERSITY碩士學(xué)位論文(學(xué)術(shù)型)基于顧客價(jià)值理論的蜀岡一瘦西湖風(fēng)景名勝區(qū)營(yíng)銷(xiāo)戰(zhàn)略研究指導(dǎo)教師姓名：申請(qǐng)學(xué)位級(jí)別：妁b培君論文提交日期：2Q!墨生5旦!堇旦學(xué)位授予單位：揚(yáng)叢盤(pán)鱟答辯委員會(huì)主席：至塹些論文答辯日期：2Q!墨生月22旦學(xué)位授予日期：2Q!墨生魚(yú)旦3Q旦2018年6月II揚(yáng)州大學(xué)碩士學(xué)位論文Ab

2、stractWiththerapiddevelopmentoftourismandthematurityoftourists，tourismneedsareincreasinglydiversifiedandindividualized，andtheattractivenessoftraditionalmarketingmethodsandmeanstotouristsisgraduallyweakeningTheincreasingl

3、yfiercemarketcompetitionrequiresthattouristattractionsfollowthe“customer—centric”marketingconcept，changemarketingideas，andupgrademarketingmethodstopromotesustainabledevelopmentoftouristattractionsAsastate—levelscenicspot

4、andanationalculturaltourismdemonstrationarea，theShugang—SlenderWestLakeScenicAreahasmanyproblemssuchasinsufficientdevelopmentoftheinternationaltouristsourcemarket，too—obviousdifferencesinthetouristmarketduringslackandpea

5、kseasons，andSOonTheauthorimroducesthecustomervaluetheorytocarryoutin—depthanalysisanddiscussionofthemarketingoftheShugang—SlenderWestLakeScenicArea，whichisofgreatsignificanceforenhancingthecompetitivenessofthescenicareaa

6、ndpromotingthesustainabledevelopmentofthescenicareaIntermsoftheoreticalresearch，thisarticlefirstdefinestheconceptsofcustomervalueandmarketingstrategySecond，combingtheresearchresultsofdomesticandforeignscholarsinthefieldo

7、fcustomervaluetheoryandrelatedresearchareasofscenicspots，itisfoundthatthereislessresearchonthecustomervalueofscenicspotsandtherelatedresearchonmarketingofscenicspotsismainlyqualitativeFinallyitelaboratesoncustomervalueth

8、eoryconsumerbehaviortheoryandSTPtheory，whichlaysatheoreticalfoundationforthein—depthstudyofthisarticleIntermsofempiricalresearch，thispaperstartsfromthemarketingbasisandmarketingconditionsoftheShugang—SlenderWestLakeSceni

9、cAreaandanalyzesthenecessityofintroducingcustomervalueintothemarketingoftheShugang—SlenderWestLakeScenicArea，marketingenvironment，locationadvantages，resourceendowments，andtourismdevelopmentstatusandSOonBasedonthecustomer

10、valuetheory，theresearchplanwasdesigned，andaquestionnairesurveywasconductedtoconductanempiricalstudyonthescenicspotofShugang—SlenderWestLakeThedescriptivestatisticalanalysis，analysisofvariance，cross—linkedtablesandotherst

11、atisticaldataanalysismethodswereusedtoanalyzethecustomervalueperceptionandbehavioralcharacteristicsoftheScenicSpotintheShugang—SlenderWestLakeScenicAreain—depth，anddiagnosedShugang—SlenderWestLakeScenicAreamarketingprobl

12、emsusingacombinationofqualitativeanalysisandquantitativeanalysisBasedonthis，wewillconsiderthemarketingstrategyoftheShugang—SlenderWestLakeScenicArea，anddefineitsmarketingstrategypositioningandmarketingprinciples，SOastofu