目录摘要..............................................................................................................IAbstract...........................................................................................................II引言...............................................................................................................11相关理论概述...............................................................................................21.1旅游产品............................................................................................21.2旅游产品市场营销理论....................................................................32云南省旅游基本概况...................................................................................53云南省旅游产品市场营销SWOT分析......................................................73.1优势....................................................................................................73.2劣势....................................................................................................83.3机会..................................................................................................103.4威胁..................................................................................................114云南省旅游产品市场营销解决对策.........................................................134.1加快旅游产品结构转型升级..........................................................134.2遵守旅游市场秩序..........................................................................134.3保证行程质量，合理搭配购买点..................................................134.4加强专项旅游营销..........................................................................14结论............................................................................................................15参考文献........................................................................................................16附录1云南省旅游市场调查问卷................................................................18致谢................................................................................................................21本科论文摘要世界经济日益发展，人们生活质量逐渐提高，已由最初的生活需求转移到了心理需求，这一变化映射到旅游业中，就是人们越来越注重精神层面的满足，对旅游的需求也越来越大。旅游业的发展不仅给许多国家提供了大量的就业机会，而且还为它们带来丰厚的外汇收入。因此，旅游业日益引起各国政府的重视。本文希望通过完善云南省旅游市场的旅游产品以及营销方式，为旅游者更好的提供能够满足其在旅游过程中综合需要的服务，创造企业利润，提高同行业间竞争力。同时希望在进行云南省旅游产品营销现状分析的基础上结合国内外研究成果，优化营销方案，促进云南旅游市场的开发和客源量的扩大。本文主要采用了调查问卷法、文献研究法，文章中总结市场营销4p理论，针对目前旅游市场中云南省旅游产品市场营销进行了SWOT分析。分别了解到云南省旅游产品、价格、渠道以及促销中的优势、劣势、机遇以及挑战。关键词：云南省；旅游产品；市场营销；本科论文AbstractTheworldeconomyisdevelopingdaybyday,people’squalityoflifeisgraduallyimproving,andithasshiftedfromtheinitialneedsoflifetopsychologicalneeds.Thedevelopmentoftourismnotonlyprovidesalotofemploymentopportunitiesformanycountries,butalsobringsthemrichforeignexchangeincome.Therefore,thetourismindustryhasincreasinglyattractedtheattentionofgovernmentsofvariouscountries.Thepur...
