碧水实业公司营销策略研究.doc

摘 要
辽宁碧水实业公司是北京碧水庄园房地开发有限公司2009年9月投资注册的以旅游为休闲旅游为主体的综合型企业，是宽甸县境内旅游产业和房地产业的龙头企业。碧水实业公司经营天桥沟国家森林公园是丹东最具发展潜力的旅游资源，对丹东未来旅游发展有巨大的推动作用。在丹东市政府和碧水实业公司的大力推动下，碧水实业公司旅游业快速发展，真正成为人们休闲度假的好去处。尽管目前发展势头良好，但身处竞争激烈的旅游市场环境中，仍存在一些问题。
本文以旅游营销理论为依据结合市场调研收集到的资料，深入分析了碧水实业公司的产品项目，同时对碧水实业公司的营销环境及消费者进行分析，并通过SWOT分析发现碧水实业公司的优势以及存在的一些问题，最后针对碧水实业公司的营销策略的研究，发现碧水实业公司营销策略存在的问题，并针对这些问题提出相应的解决方案，为碧水实业有限公司的经营和发展提供借鉴和帮助，以提高其品牌知名度，促进其长远发展。
关键词：营销策略；营业推广；市场；SWOT分析
Abstract
Liaoning clear water Industrial Company Limited , Beijing Bishuizhuangyuan Freddie Mac in September 2009 to develop investment registered with tourism as leisure tourism as the main integrated enterprise, is Kuandian County tourism industry and real estate enterprises. Clear water and industrial companies operating Tianqiaogou Dandong National Forest Park is the most promising tourism resources, tourism development on the future of Dandong has a huge role. In Dandong city government vigorously promote industrial companies and clear water , clear water and the rapid development of tourism Industrial Company , to truly become a good place for people to relax on vacation . Despite the current good momentum of development , but the fierce Language competitive tourism market environment, there are still some problems.
In this paper, based on the theory of tourism marketing with market research data collected , in-depth analysis of the company's products clear water Industrial projects , while clear water industrial companies and tourists consumer marketing environment is analyzed and found clear water through the SWOT analysis of strengths Industrial Company as well as some of the problems , and finally clear water and Industrial Research for the company's marketing strategy , marketing strategy found clear water industrial company problems and propose solutions to these problems, and help to provide a reference for the operation and development of clean water Industrial to increase its brand awareness and promote their long-te