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目 录 摘 要···································································································II paper51.com ABSTRACT··································································································III copyright paper51.com 一、松山滇西抗战遗址简介及其旅游现状概况······················································1 http://www.paper51.com
（一）松山滇西抗战遗址简介·············································································1 paper51.com （二）松山滇西抗战遗址旅游现状概况·································································1 内容来自www.paper51.com 二、 松山滇西抗战遗址旅游营销环境概述···························································2 copyright paper51.com
（一）自然环境分析···························································································2 内容来自www.paper51.com （二）文化环境分析···························································································3 http://www.paper51.com （三）经济环境分析···························································································3 内容来自论文无忧网 www.paper51.com
（四）科技环境分析···························································································4 内容来自www.paper51.com 三、松山滇西抗战遗址旅游营销存在的问题·························································4 内容来自论文无忧网 www.paper51.com （一）旅游产品体验性弱····················································································4 内容来自论文无忧网 www.paper51.com
（二）缺乏一套行之有效的价格策略····································································5 内容来自论文无忧网 www.paper51.com （三）分销渠道过于单一····················································································5 内容来自论文无忧网 www.paper51.com （四）宣传促销力度不够·····················································································5 http://www.paper51.com
（五）缺乏科学合理的STP分析············································································6 内容来自www.paper51.com 四、松山滇西抗战遗址旅游的STP定位································································6 paper51.com
（一）市场细分·································································································6 copyright paper51.com （二）目标市场选择···························································································9 http://www.paper51.com （三）市场定位·································································································9 http://www.paper51.com 五、松山滇西抗战遗址旅游营销策略···································································10 http://www.paper51.com
（一）产品策略································································································10 内容来自www.paper51.com
（二）价格策略································································································12 内容来自www.paper51.com （三）渠道策略·······························································································13 copyright paper51.com （四）促销策略······························································································14 http://www.paper51.com 参考文献··············································································································15 copyright paper51.com 致 谢··············································································································16 paper51.com 松山旅游是以滇西抗战历史为背景的抗战文化旅游，它是龙陵县旅游资源的重要组成部分。松山虽然在《滇西一九四四》的推动下，开始备受关注，但是，由于缺乏科学合理的STP分析，造成其没有一套科学合理的营销策略。本文在分析松山旅游营销环境及其营销策略存在问题的基础上，根据松山实际情况，对其进行STP分析，最终提出一套符合松山旅游的营销策略。 copyright paper51.com 关键词: 松山旅游；STP分析；营销策略 paper51.com |