摘要
基于4PS、4CS、4RS营销理论,从滁州市星级农家乐产品、价格、成本、促销、消费者满意度等方面进行问卷设计,结合实地访谈法对滁州市星级农家乐市场营销状况进行调研分析。根据SWOT理论对滁州市星级农家乐的优势、劣势、机会及威胁进行了梳理归纳,鉴于此,从新媒体营销、农家乐自身、政府等方面提出相关建议,以期提升滁州市星级农家乐的营销竞争力。
Based on 4PS,4CS and 4RS marketing theories,the questionnaire about farm-based tourism including product,price,cost,promotion,consumer satisfaction are designed and conducted.Combined with field interview,it analyzes the marketing management of star-rated farm-based tourism in Chuzhou.Then it explores itsstrengths,weaknesses,opportunities and threats by SWOT analysis.It also puts forward corresponding solutionsfromnetwork marketing,farm owners and governments to promote Chunzhou＇s competitiveness.
出处
《山西农业大学学报（社会科学版）》
2016年第1期39-45,共7页
Journal of Shanxi Agricultural University:Social Science Edition
基金
国家自然基金面上项目(41371162)
安徽省高校人文社科研究基地重点项目(SK2015A179)
