【作者】 王卉；

【导师】 杨春江； 张俊峰；

【作者基本信息】 燕山大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 社会经济不断发展,人们的消费需求也得到了较大的提升,越来越多个性新颖的服务体验型消费品随社会进步应时而生。赛车运动借此契机日益发展并普及,从高端运动走向平民,与此同时,汽车体验式休闲旅游也迎来了新风口。首钢赛车谷是首钢集团为适应京津冀协同发展,服务于秦皇岛打造一流国际旅游城市的功能定位,而确定的钢铁向文旅转型的产业升级项目。如何令这一新兴转型项目成为游客的首选,在文旅市场中占据竞争优势,获取经济效益,是公司最关键的研究课题。本文首先对国内外相关文献和研究成果进行梳理和借鉴,并对相关研究理论进行阐述,为该课题的研究提供了充分的理论支撑、明确的研究思路和科学的研究方法。其次运用PEST模型和波特五力模型对企业外部宏观环境、行业环境和市场环境进行充分分析;从企业背景、转型历程和经营现状对赛车谷内部环境进行细致剖析;以此归纳出赛车谷目前所面临的外部机会与威胁和内部优势及劣势。再次是在获取分析结论后,对入园游客进行问卷调查,基于调研数据进行市场细分、目标市场选择及市场定位,运用服务营销7Ps理论对该课题进行精细化分析,从多元化产品升级、差异化定价策略、拓宽分销渠道、精准推广和提升服务品质等方面提出如何对赛车谷营销策略进行优化。最后为确保优化后的营销策略达到预期成效,从硬件、人才、管理、资金四个方面提出企业应采取的保障措施。本文结合研究对象实际,提出系统的优化营销策略,对首钢赛车谷营销具有一定指导意义。虽受行业特殊性影响,个别数据采集略为粗糙,但对探索类似体验式文旅产品的市场营销策略也有一定借鉴意义。更多还原

【Abstract】 With the continuous development of social economy,people’s consumer demand has also been greatly improved,and more and more service experience consumer goods with novel personality are born with the progress of society.Motorsports take this opportunity to develop and popularize day by day,from the high-end sports to the common people,at the same time,the leisure tourism with the theme of car experience has also ushered in a new tuyere.Shougang Racing Valley is an industrial upgrading project determined by Shougang Group to adapt to the coordinated development of Beijing,Tianjin and Hebei and serve Qinhuangdao to build a first-class international tourist city.How to make this new transformation project become the first choice for tourists,occupy the competitive advantage in the culture and travel market,and obtain economic benefits,is the most key research topic for the company.First of all,this paper combs and draws lessons from the relevant literature and research results at home and abroad,and expounds the relevant research theories,which provides sufficient theoretical support,clear research ideas and scientific research methods for the research of this subject.Secondly,the PEST model and Porter’s five forces model are used to fully analyze the external macro environment,industry environment and market environment of the enterprise,and the internal environment of Racing Valley is analyzed in detail from the enterprise background,transformation process and current management situation,so as to sum up the external opportunities and threats and internal strengths and weaknesses faced by Racing Valley at present.Thirdly,after obtaining the conclusion of the analysis,we conduct a questionnaire survey on the visitors to the park,conduct market segmentation,target market selection and market positioning based on the survey data,and use the 7Ps theory of service marketing to analyze the subject in detail.From the aspects of diversified product upgrading,differential pricing strategy,widening distribution channels,accurate promotion and improving service quality,this paper puts forward how to optimize the marketing strategy of Racing Valley.Finally,in order to ensure that the optimized marketing strategy achieves the desired results,the paper puts forward the safeguard measures that enterprises should take from the four aspects of hardware,talent,management and capital.Combined with the reality of the research object,this paper puts forward a systematic optimized marketing strategy,which has a certain guiding significance for the marketing of Shougang Racing Valley.Although affected by the particularity of the industry,individual data collection is slightly rough,but it also has certain reference significance for exploring the marketing strategy of similar experiential literature and travel products.更多还原