| Abstract | 第4页 |
| 摘要 | 第5-15页 |
| Chapter 1 Introduction | 第15-22页 |
| 1.1 The Background of Hot Spring Tourism | 第15-19页 |
| 1.1.1 "Internet plus" brings the Hot Spring Industry New Formats | 第15-16页 |
| 1.1.2 The Profit of Hot Spring Industry Tends to Inferior | 第16页 |
| 1.1.3 New Related Policy Supports Hot Spring Industry Development | 第16-17页 |
| 1.1.4 The Development of Economy | 第17-18页 |
| 1.1.5 Tourism Consumer Attitudes is Changing | 第18-19页 |
| 1.2 Study Objectives and Study Methods | 第19-21页 |
| 1.2.1 Study Objectives | 第19页 |
| 1.2.2 Study Methods | 第19-21页 |
| 1.3 The Structure of the Study | 第21-22页 |
| Chapter 2 Literature Review | 第22-31页 |
| 2.1 Development Overview of Tourism Marketing | 第22-23页 |
| 2.2 Service Marketing Theory of 7PS | 第23-25页 |
| 2.3 Domestic Tourism Marketing Review | 第25-31页 |
| Chapter 3 Case Study | 第31-38页 |
| 3.1 Company Profile | 第33-34页 |
| 3.2 The Organization Structure and Marketing Status of P Hot Spring Resort | 第34-37页 |
| 3.2.1 The Structure of Organization | 第34-35页 |
| 3.2.2 Marketing Status | 第35-37页 |
| 3.3 The Main Marketing Problems of P Hot Spring Resort | 第37-38页 |
| Chapter 4 Case Analysis | 第38-59页 |
| 4.1 The External and Internal Environment Analysis of P Hot Spring Resort | 第38-50页 |
| 4.1.1 Marketing External Environment Analysis | 第38-45页 |
| 4.1.2 The SWOT Analysis of P Hot Spring Resort | 第45-50页 |
| 4.2 The Performance of Existing Problems Analysis According 7PS | 第50-57页 |
| 4.2.1 Price and Customer Experience do not match | 第51-52页 |
| 4.2.2 Marketing Channels are severely Ill-balanced | 第52页 |
| 4.2.3 Ineffective Promotion | 第52-53页 |
| 4.2.4 Lack of the Exploitation of Hot-spring-oriented Products | 第53-54页 |
| 4.2.5 Lack of Physical Display Characteristics | 第54-55页 |
| 4.2.6 Lack Standardization Process Control | 第55-56页 |
| 4.2.7 People Management is still in the Initial Stage | 第56-57页 |
| 4.3 The Analysis of Problem Causes | 第57-59页 |
| 4.3.1 The Drawbacks of Management System and Mechanism | 第57页 |
| 4.3.2 Lack of Scientific Target Market Positioning | 第57-58页 |
| 4.3.3 Lack of Experience in the Development of Self-marketing | 第58-59页 |
| Chapter 5 the Service Marketing Strategy Choice of P Hot Spring Resort | 第59-75页 |
| 5.1 Making Planning using STP Theory | 第59-64页 |
| 5.1.1 Market Segmentation | 第59-63页 |
| 5.1.2 Target Market Selection | 第63页 |
| 5.1.3 Market Positioning | 第63-64页 |
| 5.2 Make Detailed Strategies According to Service Marketing Mix Strategy 7PS | 第64-74页 |
| 5.2.1 Product Strategy | 第64-66页 |
| 5.2.2 Price-making Strategy | 第66页 |
| 5.2.3 Place Strategy | 第66-68页 |
| 5.2.4 Promotion Strategy | 第68-69页 |
| 5.2.5 Physical Evidence Strategy | 第69-70页 |
| 5.2.6 Process Strategy | 第70-72页 |
| 5.2.7 People Management Strategy | 第72-74页 |
| 5.3 Principle of Problem Solving | 第74-75页 |
| 5.3.1 Caring about the Hot Spring Profitability | 第74页 |
| 5.3.2 Enhancing Customer Satisfaction and Loyalty | 第74页 |
| 5.3.3 Attention to the Coordination between Departments | 第74-75页 |
| Chapter 6 Summary | 第75-76页 |
| 6.1 Summary of the Study | 第75页 |
| 6.2 The Drawbacks of Study | 第75页 |
| 6.3 The Future Outlook of P Hot Spring Resort | 第75-76页 |
| Reference | 第76-78页 |
| Appendix | 第78-79页 |
