摘要：淮安里运河文化长廊的市场营销对淮安旅游发展至关重要。淮安里运河文化长廊拥 有得天独厚的旅游资源，政府也投资巨大，但是缺乏有效的市场营销，影响了淮安旅游的 发展。通过问卷调查获取数据，基于 STP 理论，对淮安里运河文化长廊营销进行分析，发 现在客源市场方面，里运河文化长廊缺乏对本市和外省客源的吸引；在目标市场选择方面， 没有明确目标市场，无法集中营销；在市场定位方面，里运河文化长廊市场定位单一，缺 乏独特性。应该采取措施，如在客源市场方面，增强本市市民的文化认同感和对外省游客 积极宣传；在目标市场选择方面，确认目标市场，进行针对性营销；在市场定位方面，面 对不同的群体展现里运河文化长廊的不同特色，多方向定位，推动里运河文化长廊市场营 销的发展。

关键字： 淮安里运河文化长廊，旅游地市场营销，营销途径，STP 理论

淮阴师范学院毕业论文（设计）

Abstract：The marketing of the culture corridor of huai 'an is very important to the development of huai 'an tourism. The cultural corridor of huaian li canal is endowed with unique tourism resources, and the government has invested a lot, but the lack of effective marketing has affected the development of huaian tourism. Through the questionnaire survey to get the data, based on the STP theory, cultural corridor of huaian current situation of marketing analysis, found that    in

terms of tourist market, current situation and cultural promenade lack of municipal  and provincial tourist attraction; In the target market selection, there is no clear target market, unable to concentrate marketing; In terms of market positioning, the market positioning of the canal culture corridor is single and lacks uniqueness. Measures should be taken, such as enhancing the cultural identity of the city's citizens and promoting the promotion of foreign tourists in the market. In the target market selection, confirm target market, targeted marketing; In terms of market positioning, different groups are faced with different features of the canal culture corridor and multi-directional positioning to promote the development of the marketing of the cultural corridor of the canal.

Key words: Huaianli Canal Cultural Corridor, Tourism Marketing, Marketing approach ，STP theory

淮阴师范学院毕业论文（设计）

目 录

1 绪论 3

1.1 选题背景和研究意义 3

1.2 学术研究综述 3

1.3 研究方法 5

2 里运河旅游市场营销研究的理论基础 5

2.1 旅游地市场营销 5

2.2 STP 理论 5

2.3 营销途径 6

3 STP 视角下淮安里运河文化长廊旅游市场分析 6

3.1 里运河文化长廊概况 6

3.2 淮安里运河文化长廊游客市场细分分析 6

3.3 淮安里运河文化长廊目标市场选择分析 8

3.4 淮安里运河文化长廊市场定位分析 10

4 STP 视角下里运河文化长廊市场营销策略 11

4.1 淮安里运河文化长廊市场细分策略 11

4.2 淮安里运河文化长廊目标市场策略