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摘 要：拙政园的深度开发对推动苏州园林旅游，苏州旅游经济的发展至关重要。拙政园旅游在自然旅游资源，人文旅游资源方面具有独特的优势。但在新形势下，其发展存在着旅游产品缺乏创新，旅游景点破坏严重，配套设施不够完善；产品不能满足旅游者多样化需求；市场方面，游客较集中于某一部分；以及承载力与游客分配不均；宣传方式单一等问题。因此应采取对策：完善旅游产品，吸引更多旅游者；定位目标市场，满足旅游者需求；制定正确营销方案，合理分配客流。以使得拙政园旅游上升一个台阶，来促进苏州园林旅游，苏州旅游经济的发展。58038
毕业论文关键词：拙政园，旅游产品，旅游市场，旅游营销
Abstract: Depth development of the Humble Administrator's Garden in Suzhou to promote tourism, the development of vital Suzhou tourism economy. Humble Administrator's Garden Tour has unique advantages in natural resources, tourism, cultural tourism resources. But under the new situation, the development of tourism there is a lack of innovative products, serious damage to tourist attractions, facilities inadequate; product does not meet the perse needs of tourists; market, visitors have a more concentrated in a part of; distribution and bearing capacity with visitors uneven; publicity single issues. Measures should be taken to: improve the tourism products to attract more tourists; locate the target market to meet the needs of tourists; develop the right marketing plan, a reasonable allocation of traffic. So Humble Administrator's tourism rose to a new level, to promote tourism in Suzhou gardens, Suzhou tourism economy.
Keywords: Humble Administrator's Garden, Tourism products, Tourism market, Tourism marketing means
1 引言 3
2 拙政园旅游资源分析 3
2.1 自然旅游资源 3
2.2 人文旅游资源 5
2.3 拙政园旅游资源价值评价 6
3 苏州拙政园旅游发展状况 6
4 苏州拙政园旅游发展存在的问题 7
4.1 从旅游产品角度分析 7
4.1.1 旅游产品缺乏创新性 7
4.1.2 旅游景点破坏严重 9
4.1.3 配套设施不够完善 9
4.2 从市场角度分析 10
4.2.1 不能满足旅游者日益多样化的需求 10
4.2.2 旅游群体范围较为狭隘 11
4.3 从营销战略角度分析 12
4.3.1 营销战略缺乏全局性，长远性 12
4.3.2 宣传方式单一 13
5 苏州拙政园园林旅游对策 13
5.1 提升旅游产品的品质 13
5.1.1 开发创新型新产品 13
5.1.2 建立完善产品保护机制 14
5.1.3 完善基础配套设施 14
5.2 定位客源市场，满足旅游者需求 15
5.2.1 满足旅游者多样化需求 15
5.2.2 正确定位客源市场