| Author | Lu, Cheng |
| Call Number | AIT Thesis no.HS-94-10 |
| Subject(s) | Tourist trade--China--Beijing
|
| Note | A thesis submitted in partial fulfillment of the requirements for
the degree of Master of Science, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. HS-94-10 |
| Abstract | Shentangyu Tourism Company (STY Company) is one of the newly
established resort companies, with a total area of 15.8 sq km, in
the suburban areas of Beijing, the capital city of P.R. China. The
Company's product is the Shentangyu Resort (STY Resort) . Due to
economic growth and tourism development in this area, the
opportunities for further growth and expansion of the company is
increasing but at the same time it has to face competition from
other companies. One important challenge for the Company is how to
maintain the existing market share and penetrate the new markets
with efficient marketing strategies. The purpose of this study is
to analyze the existing situation and identify suitable strategies
for the company.his study mainly deals with:
(1) Marketing Opportunities (marketing environment, consumer
markets and buyer behavior) .
(2) Target Markets (market demand, market segments, target
markets and market position) .
(3) Marketing Strategies (product, pricing , distribution and
promotion strategies) .
The Company's marketing strategies will be formulated by
following the path of the marketing management process shown below:
Analyzing Research and Designing
marketing selecting marketing
opportunities target markets strategies
Organizing,
Planning implementing, and
marketing controlling
programs marketing effort
The first three steps will be included in this study. The
last two steps are recommendations for further study. |
| Year | 1994 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. HS-94-10 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Civil and Infrastucture Engineering (DCIE) |
| Academic Program/FoS | Human Settlement (HS) |
| Chairperson(s) | Wickramanayake, B.W.E. ;Hertzberg, Ellen
|
| Examination Committee(s) | Speece, Mark W. |
| Scholarship Donor(s) | Canadian International Development
Agency (CIDA); |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 1994 |