题景区营销策略研究——以福州罗源湾海洋世界为例

摘 要近年来，全球经济增长放缓，但旅游经济却稳步增长，旅游日益成为人民大众生活重要的休闲消费选择。旅游行业竞争日益激烈，营销已成为景区运营的关键点。本论文在阐明有关营销理论的基础上，首先对福州罗源湾海洋世界的营销现状进行 swot 分析，从景区运营可持续发展角度指出福州罗源湾海洋世界营销策略中存在的弊端，最后从营销 swot 分析的劣势和挑战出发，提出了相应的对策研究。从旅游营销角度对福州罗源湾海洋世界的发展进行有益的探究。关键词:营销 ；营销策略；福州罗源湾海洋世界AbstractIn recent years, the global economic growth has slowed down, but the tourism economy has risen steadily, and tourism has increasingly become an important leisure consumption choice for the people's public life. Tourism industry is increasingly competitive, marketing has become the key point of scenic area operation. Based on the explanation of marketing theory, this paper firstly swot and analyzes the current marketing situation of Fuzhou Luoyuan Bay Ocean World, points out the disadvantages of Fuzhou Luoyuan Bay Ocean World Marketing Strategy from the perspective of sustainable development of scenic area operation, and finally puts forward the corresponding countermeasure research from the disadvantages and challenges of marketing swot analysis. From the point of view of tourism marketing, the development of the marine world of Luoyuan Bay in Fuzhou is beneficial.Key words:marketing;marketing strategy;Fuzhou Luoyuan Bay Ocean World目 录1 引 言.........................................................11.1 研究背景及意义..................................................11.1.1 研究背景......................................................11.1.2 研究意义......................................................11.2 研究现状........................................................21.2.1 国内研究现状..................................................21.2.2 国外研究现状......