三亞銀發(fā)旅游市場(chǎng)開發(fā)策略研究

論文編號(hào):LY082   論文字?jǐn)?shù):12238,頁數(shù):16

三亞銀發(fā)旅游市場(chǎng)開發(fā)策略研究
摘要：近年來，隨著人們經(jīng)濟(jì)水平的提高以及銀發(fā)一族消費(fèi)觀念的轉(zhuǎn)變，一定規(guī)模的銀發(fā)旅游市場(chǎng)已經(jīng)逐步形成。幾年來，隨著三亞投資項(xiàng)目的不斷增多以及各項(xiàng)大型活動(dòng)的舉辦，三亞嫣然已經(jīng)以一個(gè)國際旅游城市的形象出現(xiàn)在人們眼前。然而，在三亞快速發(fā)展的過程中，銀發(fā)旅游市場(chǎng)的開發(fā)卻不盡人意。本文通過對(duì)銀發(fā)旅游市場(chǎng)的分析，指出了銀發(fā)旅游發(fā)展的難處。本文最后還論述了三亞銀發(fā)旅游市場(chǎng)開發(fā)的營銷策略，希望通過對(duì)三亞銀發(fā)旅游市場(chǎng)的研究可以為三亞旅游業(yè)的發(fā)展提供幫助。
關(guān)鍵詞：老年人；需求；旅游市場(chǎng)；營銷策略

Sanya silver hair the development of tourism market strategy research
Abstract: In recent years, as people to raise the level of economy and silver hair gens consumption ideas shift, the certain scale tourism market has gradually formed silver hair. For several years, along with the increasing of sanya investment projects and various large activities held, sanya with a start has international tourism city image in the sight of the people. However, in the process of rapid development in sanya, a tourist market development but silver hair unsatisfactory. Based on the analysis of the silver hair tourism market, and points out that the silver of the difficulty of tourism development. The end of this article also discusses the sanya silver hair the development of tourism market marketing strategies, hope to sanya through the tourist market of silver hair research can provide for the tourism development of sanya help.

Key words: Old people; Demand; Tourism market; Marketing strategy

目錄
目錄 1
三亞銀發(fā)旅游市場(chǎng)開發(fā)策略研究 2
前言 3
一、銀發(fā)旅游市場(chǎng)的概念及特征分析 3
（一）銀發(fā)旅游市場(chǎng)的概念 3
（二）銀發(fā)旅游市場(chǎng)的特征分析 4
2.1高市場(chǎng)增長率，強(qiáng)地域集中性 4
2.2購買潛力強(qiáng)，高旅游需求 4
2.3注重慢旅游，喜歡休閑養(yǎng)生 5
2.4旅行時(shí)間自由，中意淡季出游 5
二、三亞銀發(fā)旅游市場(chǎng)開發(fā)現(xiàn)狀及所存在的問題 6
（一）三亞銀發(fā)旅游市場(chǎng)開發(fā)現(xiàn)狀 6
（二）三亞銀發(fā)旅游市場(chǎng)開發(fā)所存在的問題 6
2.1 銀發(fā)旅游產(chǎn)品開發(fā)缺乏針對(duì)性 6
2.2  銀發(fā)旅游市場(chǎng)利潤低 7
2.3 專門從事銀發(fā)旅游的旅行社太少 8
三、三亞銀發(fā)旅游市場(chǎng)開發(fā)營銷策略研究 9
（一）加大對(duì)銀發(fā)旅游市場(chǎng)的扶持 9
1.1 明確產(chǎn)業(yè)定位，加大資金扶持力度 9
1.2 出臺(tái)優(yōu)惠政策，支持企業(yè)上檔升級(jí) 9
1.3 安排促銷經(jīng)費(fèi)，鼓勵(lì)企業(yè)拓展市場(chǎng) 10
1.4 規(guī)范市場(chǎng)秩序，優(yōu)化旅游發(fā)展環(huán)境 10
（二）做好銀發(fā)旅游市場(chǎng)的細(xì)分工作 10
2.1銀發(fā)旅游市場(chǎng)細(xì)分工作的定義 10
2.2銀發(fā)旅游市場(chǎng)的具體細(xì)分工作 10
2.3銀發(fā)旅游市場(chǎng)細(xì)分時(shí)的注意點(diǎn) 11
（三）制定銀發(fā)旅游市場(chǎng)發(fā)展規(guī)劃 13
（四）加強(qiáng)對(duì)銀發(fā)旅游的宣傳力度 14
四、結(jié)論 15
參考文獻(xiàn) 16