东戴河地区作为俄罗斯市场旅游目的地的营销策略

作     者：Monina Nadezhda 

作者单位：燕山大学 

学位级别：硕士

导师姓名：靖鲲鹏;齐德智

授予年度：2019年

学科分类：12[管理学] 120203[管理学-旅游管理] 02[经济学] 0202[经济学-应用经济学] 1202[管理学-工商管理] 020202[经济学-区域经济学] 

主      题：tourist destination Dongdaihe district Russian market 

摘      要：Dongdaihe is a residential and tourist complex under the construction and supported primarily by investments from the Chinese ***,it has the potential for further development due to the current situation,which provides an excellent opportunity to present a new commercial offer to the Russian market of international *** paper focuses on the one of the most promising locations at Northern China as Dongdaihe district sea view resort,which with a proper development approach can become a desirable tourist destination for Russian tourists and make it as a worthy alternative to the existing *** work is devoted to the development of the marketing strategy of Dongdaihe district as a tourist destination,and further implementation of the project on the Russian *** main contents are:Firstly,with the reference to the related theories,the paper represents a complex analysis approach of the external and internal environment of the enterprise on the base of PEST,SWOT,4Ps and Porter s five forces ***,the usage of complex analysis as a main tool to identify strengths and weaknesses of the enterprise in the activities of its internal environment,while assessing the existing opportunities and threats in the external *** comparison analysis of Dongdaihe and Beidaihe resorts also emphasizes essential differences between two tourist destinations in the field of marketing ***,the significance of identifying the strengths and weaknesses of the enterprise,on the base of 4Ps model,propose the set of tactical marketing tools for the response in the target market and therefore set up essential improvements of the current marketing strategy of Dongdaihe district.