【正文】 .......................................................... 5 （一）區(qū)位優(yōu)勢(shì) ....................................................................................................... 5 （二）資源優(yōu)勢(shì) ....................................................................................................... 6 （三）政府支持 ....................................................................................................... 6 二、劣勢(shì)分析 .............................................................................................................. 6 三、機(jī)遇分析 .............................................................................................................. 7 四、挑戰(zhàn)分析 .............................................................................................................. 7 五、戰(zhàn)略分析 .............................................................................................................. 7 (一 )SO 戰(zhàn)略 .............................................................................................................. 7 (二 )WO 戰(zhàn)略 ............................................................................................................. 8 (三 )ST 戰(zhàn)略 ............................................................................................................... 9 (四 )WT 戰(zhàn)略 ............................................................................................................. 9 第三章 市場(chǎng)調(diào)查分析 ................................................................................................... 9 一、調(diào)查背景 .............................................................................................................. 9 二、調(diào)查目的 ............................................................................................................ 10 三、調(diào)查項(xiàng)目 ............................................................................................................ 10 四、調(diào)查內(nèi)容 ............................................................................................................ 10 五、調(diào) 查安排 ............................................................................................................ 10 六、調(diào)查設(shè)計(jì) ............................................................................................................ 11 （一）調(diào)查對(duì)象的定位 .......................................................................................... 11 （二） 調(diào)查方法 ..................................................................................................... 11 七、結(jié)論和建議 ........................................................................................................ 12 （一）調(diào)查對(duì)象的基本情況 .................................................................................. 12 （二）目標(biāo)市場(chǎng)定位：在校大學(xué)生 ....................................................................... 12 3 （三）根據(jù)調(diào)查結(jié)果組織分析，研究得出營(yíng)銷方案。 .......................................... 12 第四章 廣告推廣方案 ................................................................................................. 13 一、廣告目標(biāo) ............................................................................................................ 13 二、方案簡(jiǎn)介： ........................................................................................................ 13 三、廣告實(shí)施計(jì)劃 ..................................................................................................... 14 四、品牌發(fā)展策略 ..................................................................................................... 15 第五章 營(yíng)銷方案設(shè)計(jì) ................................................................................................. 16 一． 營(yíng)銷環(huán)境與行業(yè)分析 ................................................................................... 17 （一）目前旅游行業(yè)環(huán)境分析 ............................................................................... 17 （二）公司宏觀環(huán)境分析 ...................................................................................... 17 （三）公司內(nèi)部環(huán)境分析 ...................................................................................... 20 二．目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略 ............................................................................................. 20 （一）針對(duì)高校群體的市場(chǎng)細(xì)分 ........................................................................... 20 （二）市場(chǎng)定位 ..................................................................................................... 21 三．營(yíng)銷組合策略 ..................................................................................................... 22 （一）旅游產(chǎn)品策略 ............................................................................................. 22 （二）價(jià)格策略 ..................................................................................................... 22 （三）渠道策略 ..................................................................................................... 22 （四）促銷策略 ..................................................................................................... 23 四．營(yíng)銷推廣活動(dòng) ..................................................................................................... 23 推廣活動(dòng)第一階段（ 4 月 22 日 ——4 月 27 日） “親吻地球母親”太白山騎行越野賽 ..............................................