【正文】 松華生態(tài)休閑農(nóng)莊旅游開發(fā)概念性總體規(guī)劃黃材鎮(zhèn)項(xiàng)目招商旅游辦公室二〇〇九年一月 1 目 錄第一章 總 論 .......................................................................................................................................1 規(guī)劃性質(zhì) ...................................................................................................................................1 規(guī)劃范圍 ...................................................................................................................................1 規(guī)劃期限 ...................................................................................................................................1 規(guī)劃依據(jù) ...................................................................................................................................1 規(guī)劃方法 ...................................................................................................................................3 指導(dǎo)思想 ...................................................................................................................................3 發(fā)展目標(biāo) ...................................................................................................................................3 規(guī)劃定位 ...................................................................................................................................4 總體思路 ...................................................................................................................................4 近期重點(diǎn) ...................................................................................................................................5第二章 旅游開發(fā)條件分析 ...................................................................................................................5 現(xiàn)狀和問題 ...............................................................................................................................5 主要優(yōu)勢 ...................................................................................................................................5 主要機(jī)遇 ...................................................................................................................................6 主要劣勢、威脅 .......................................................................................................................7第三章 市場分析及產(chǎn)品構(gòu)建 ...............................................................................................................7 長株潭城市居民休閑度假市場的總體特征 ...........................................................................7 產(chǎn)品需求角度的市場分析 .....................................................................................................10 旅游市場開發(fā)策略 .................................................................................................................12 游憩模式構(gòu)建 .........................................................................................................................12 旅游產(chǎn)品定位 .........................................................................................................................14 游玩線路組織 .........................................................................................................................15第四章 功能分區(qū)與項(xiàng)目設(shè)置 .............................................................................................................16 總 述 ......................................................................................................................................16 綜合服務(wù)區(qū) .............................................................................................................................17 農(nóng)事體驗(yàn)區(qū) .............................................................................................................................18 景觀游憩區(qū) .............................................................................................................................19 野營拓展區(qū) .............................................................................................................................21 森林保育區(qū) .............................................................................................................................22第五章 形象標(biāo)識與市場營銷 .............................................................................................................23 旅游形象簡述 .........................................................................................................................23 旅游形象定位分析 .................................................................................................................23 市場營銷 .................................................................................................................................24 旅游節(jié)會 .................................................................................................................................26第六章 基礎(chǔ)設(shè)施規(guī)劃 .........................................................................................................................27 交通規(guī)劃 .................................................................................................................................27 給排水規(guī)劃 ................................