摘 要：随着经济的发展，人们对于生活质量的要求越来越高，旅游业也随之发展。各种国内游、跨境游、周边游、特色游等等层出不穷，旅游业的竞争愈发地激烈。乡村旅游也成为人们旅游选择的新宠，但是由于多数乡村旅游景点发展不成熟不完善，存在较多问题而逐年亏损。本文以无锡绿羊温泉农场为研究对象，首先通过查阅资料、实地走访的方法，深入了解绿羊温泉农场的现状；然后结合所学的营销知识以及参考文献资料，设计调查问卷对绿羊温泉农场游客现状及营销现状进行调查，对统计数据进行分析；最后根据统计数据以及自己所掌握的营销知识对无锡绿羊温泉农场的营销策略提出改进建议，以期能够为无锡绿羊温泉农场提高竞争力、实现利润增长提供参考依据。94915

毕业论文关键词：乡村旅游，无锡绿羊温泉农场，存在问题，营销策略

Abstract：With the development of economics, people’s requirements of the life quality are higher and higer, the tourism industry also develops。 With all kinds of travel forms appear, such as domestic travel、cross-border tourism、surrounding travel、characteristical tourism and so on, the competition of tourism industry is becoming fiercer and fiercer。 Rural tourism has become more and more popular。 However, most of the rural tourism attractions are financial loss because they develops unperfectly and have many problems。 In this paper ,Wuxi Lvyang Hot Spring Farm is taken as the research object。 First, the marketing status of Lvyang Hot Spring Farm is studied by referring to the information and the way of visiting the site。 Then, combining with the marketing knowledge and reference literature, design the questionnaire to do some research of the Lvyang Hot Spring Farm。 Finally, according to the analysis data and the marketing knowledge of Wuxi Lvyang Hot spring farm, the paper puts forward some suggestions to improve the marketing strategy of Wuxi Lvyang Hot Spring Farm in order to provide reference for Wuxi Lvyang Hot spring farm to improve competitiveness and achieve profit growth。

Key words：rural tourism, Wuxi Lvyang Hot Spring Farm, existing problems, marketing strategy

目录 

1  引言 3

2  基本理论与研究现状 3

2。1  基本理论 3

2。2  国内外研究现状 4

3  无锡绿羊温泉农场营销现状分析 4

3。1  绿羊温泉农场营销游客现状分析 5

3。1。1  游客基本信息分析 5

3。1。2  游客行为特征分析 6

3。2  绿羊温泉农场的营销方式 7

4  绿羊温泉农场营销存在的短板 8

4。1  产品形式缺乏创新 8

4。2  景区配套服务质量较低 9

4。3  景区门票价格偏贵 10

4。4  景区促销手段单一 10

4。5  基础设施建设不完善 12

4。6  从业人员专业性不足 13

5  绿羊温泉农场营销策略改进措施 14

5。1  丰富景区产品形式 14

5。2  提高景区服务质量 14