毕 业 论 文
题 目： 温泉度假酒店营销策略分析
——以洛阳凤翔山庄为例
学 院： 管 理 学 院
专 业： 旅 游 管 理
姓 名：
学 号：
指导老师：
完成时间： 2016年5月
摘 要
近年来，随着国家经济政策的调整和国民经济水平的提高，人们的消费水平也开始从必要型消费水平渐渐转变为享受型消费模式。温泉型度假酒店作为一种新型的发展模式以休闲、度假、养生为主，不仅为人们提供了良好的休闲娱乐场所，而且也能够使人们追求健康自然的享受，深深赢得了广大民众的喜爱。温泉度假酒店作为温泉旅游与度假酒店的结合体，在营销发展中既融合了温泉旅游的特点又展现出了度假酒店的风格，形成了自己的营销模式。
本文通过对我国温泉度假酒店营销策略的研究分析，结合洛阳凤翔山庄的实际发展状况，将研究理论与实际情况相结合，从而扩大旅游研究的范畴，希望使温泉度假旅游能够有更深层次的发展。
全文共分为六个章节，四大部分。
第一部分主要包括第一章和第二章。主要分析论文研究的背景、意义、方法、以及对概念的界定和理论依据的研究。
第二部分包括第三章和第四章。主要研究了我国温泉度假酒店的营销现状以及存在的问题，并提出了相应的策略选择。
旅游管理毕业论文第三部分是第五章的内容。重点介绍了洛阳凤翔山庄的基本概况和现有的营销策略，并分析了在营销过程中存在的问题，最后提出了相应的营销策略。
第四部分即为论文的第六章。对本文进行了总结，分析了论文中的不足之处，也表达了对论文今后的展望。
关键词：温泉度假酒店，营销策略，洛阳凤翔山庄
ABSTRACT
In recent years, with the improvement of national economic policies and the national economy, people's consumption level also began to shift from necessary consumption level for the enjoying type consumption patterns. Hot-spring resort h
otel is a new model of development to leisure, vacation, health-oriented, not only for people with a good leisure and entertainment, but also enable people to enjoy the pursuit of healthy and natural, deeply won the majority of the people's favorite. Hot-spring resort as a combination of hot spring and tourism resort in the marketing development combines the characteristics of hot spring tourism and show in a resort style, formed its own marketing.
Through research and analysis on China Hot-spring resort hotel marketing strategy, combined with the actual development of Luoyang Fengxiang Villa will study theory and reality combine, thereby expanding the scope of tourism research, hoping to make the spa resort tourism to have a deeper level of development.
This paper is divided into six chapters, four parts.
The first part includes the first and second chapters. Main analytic research background, significance, methods, as well as on the definition of the concept and
theoretical basis for research.
The second part includes the third and fourth chapters. Main resort marketing status quo and existing problems in China , and put forward the strategy of choice.
The third part is the content of the fifth chapter. It focuses on the basic situation in Fengxiang village of Luoyang and existing marketing strategy and analysis of problems in the course of marketing. Finally, put the appropriate marketing strategies.
Chapter VI is the fourth part of the paper. This article summarized, analyzed the papers deficiencies, also expressed on the future prospects of the paper.
发布评论