兰州大学机构库 >管理学院
Alternative TitleResearch on Marketing Strategy of the Pukang Rural Complex
Thesis Advisor刘亚平
Degree Grantor兰州大学
Place of Conferral兰州
Degree Name硕士
Degree Discipline工商管理
Keyword普康田园综合体 营销策略 需求 文化旅游
Other AbstractWith the development of economy and the improvement of people's living standard, traveling is becoming more and more popular in all sectors of society. The Pukang Rural Complex  is a comprehensive tourism combination that covers many functions such as leisure and entertainment, catering service, cultural tourism, business center and outward bound base. However, due to the long-term focus only on the improvement of production and quality, and insufficient attention to the market and marketing, the marketing strategy is deficiency. Further more, it fails to form an clear market positioning for lacking of an market segmentation based on the heterogeneity of demand in its actual operation process, it also fails to fully consider the demands of consumers in terms of product mix strategy, price strategy, service and personnel strategy, channel strategy and other aspects, so it can not form a systematic marketing mix strategy. These problems seriously restrict the long-term development of enterprises. Starting from the perspective of customer orientation, this study uses PEST and SWOT tools to analyze the macro, micro and competitive environment of the Pukang Rural Complex, so as to clarify the strengths, weaknesses, opportunities and threats in its development. This study conducts a field research to collect data through questionnaires and focus interviews, and then re-conducts the market segmentation and positioning according to the analysis results. Finally, this thesis designs the marketing strategy for the Pukang Rural Complex guided by customer-oriented concept, green marketing concept and service marketing concept, combined with STP strategy and 7Ps theory which includes the following areas of Products and Services, Prices, Place, Communication and Promotion, People, Process Control and Physical Evidence. This study believes that the marketing strategy of Pukang Rural Complex should start from consumers’ demands and focus on it, so as to meet the various needs of customers as much as possible. In terms of product and service strategy, it should pay more attention to improving and innovating the services continuously, as well as the form of product portfolios. About price strategy, it is better to formulates the price strategy to enhance customer satisfaction according to different levels of consumers' price sensitivity and perception, combined with different product product portfolios which is based on customer segmentation as well. In terms of channel strategy, in order to maximize the convenience for consumers, it is so important to expand the sales and service channels taking online and offline sales approaches. As regards communication and promotion strategies, the company should open a comprehensive promotion program with higher efficiency and better effects by means of all round channel communication, relational marketing and experiential marketing. For people strategy, it should draw more concern on selecting employees with strong professionalism to inject new vitality into the enterprise, and on strengthening the training for employees in the way of professional quality, service ability and service consciousness. For the aspect of process strategy, it should strengthen the process control and regulate the control process through explicit, specific and institutionalized process control system. In terms of physical evidence strategy, methods with strong visibility and interest should be adopted to enhance consumer experience and participation. Aiming at solving the practical problems encountered in the marketing process of the Pukang Rural Complex, the innovation of this study is to combine the 7Ps theory with the concepts of service marketing, cultural marketing relational marketing and experiential marketing, trying to provide reference for the development of other similar rural complexes.
Document Type学位论文
First Author AffilicationSchool of Management
Recommended Citation
GB/T 7714
宁荣霞. 普康田园综合体营销策略制定与实施方案研究[D]. 兰州. 兰州大学,2019.
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