陕西关中地区农家乐市场营销模式研究

Research on the marketing mode of agritainment in central Shanxi province

对陕西关中地区农家乐进行实地调研,获得农家乐的基本状况、经营状况以及营销模式的相关信息,进一步运用Logistic模型分析不同营销策略在该地区所起作用的大小,由面到点全面分析该地农家乐各类营销模式对经营获利水平的影响程度,发现4P营销策略中产品策略对经营者收入影响最大,并在此基础上提出相关的发展对策。

This paper obtained data and information about the runners＇ basic conditions, state of operation and marketing modes via on-the-spot investigation. Based on the data and information, the authors not only used Logistic model to analyze the effect of different marketing strategies, but also made an empirical analysis on marketing mode of different regions by comparison. Through a comprehensive analyze about how the profit level was influenced by marketing modes, the authors found that product strategy had the greatest impact on it among the 4P strategies, thus gave some correspondingly countermeasures.