摘要
摘要
随着现代经济的不断发展，人民收入水平逐渐攀升，生活质量逐渐提高，
人们在满足物质需求的同时，对高质量精神生活的需求也逐步增多。另外经济
快速发展的也带来社会生产力的跨越式发展，人们工作时间越来越规律，闲暇
时间增多，为人们的旅游也创造了条件。在这种情况下，休闲旅游作为一种新
的旅游方式逐渐受到人们追捧，已逐渐成为人们周末及小长假短途度假的首要
选择。W蓝莓庄园成立于 2005年，经过近二十年的打造，在发展规模、知名
度上有一定的优势，2012年还入选云南省第一批“都市农庄”，一度成为省内游
客选择休闲旅游的热门旅游地点。但由于 W蓝莓庄园现阶段营销方案存在的问
题较多，已不适用于竞争愈加激烈的情况，要想站稳欧亿·体育（中国）有限公司领先者的地位，需要
一个新的营销方案。
本文在阐明现代农业庄园发展的背景后，利用文献研究法对现代农业庄园、
休闲旅游及 4Cs营销理论等方面的研究开展了探索，通过研究分析，本人认为
可运用 4Cs营销理论来对设计 W蓝莓庄园营销策略，并搭建了运用 4Cs营销
理论制定营销策略的理论框架。其次通过现场调研和材料收集分析，对 W蓝莓
庄园基本情况、客流量增长情况及 W蓝莓庄园现阶段发展面临的机遇进行了介
绍，并对 W蓝莓庄园营销现状进行分析。在上述基础上，针对庄园消费者设计
《W蓝莓庄园旅游问卷调查》，从客户人口特征、消费者休闲旅游需求和 W
蓝莓庄园现阶段营销效果情况三个方面出发，结合 4Cs营销理论，围绕消费者
的需求、成本、便利和沟通四个维度开展问卷调查。通过调查得出消费者对休
闲旅游的需求情况和 W蓝莓庄园现阶段营销效果情况，以此对比分析 W蓝莓
庄园营销存在的问题以及存在问题的原因。在上述基础上，从消费者的需求、
成本、便利和沟通四个方面制定 W蓝莓庄园组合营销策略，并分析实施营销策
略的保障措施。
关键词：现代农业庄园；4Cs营销理论；休闲旅游；旅游营销
I

Abstract
Abstract
With the continuous development of the modern economy, people's income
level has gradually risen, and the quality of life has gradually improved. While
meeting material needs, people's demand for high-quality spiritual life has also
gradually increased. In addition, the rapid economic development has also brought
about the leap-forward development of social productivity. People's working hours
are becoming more and more regular, and their leisure time is increasing, which has
also created conditions for people's tourism. Under this circumstance, leisure travel
has gradually been sought after by people as a new way of travel, and has gradually
become the first choice for people on weekends and short vacations. W Blueberry
Manor was established in 2005. After nearly 20 years of development, it has certain
advantages in terms of development scale and popularity. In 2012, it was also
selected as the first batch of "urban farms" in Yunnan Province, and once became the
most popular choice for tourists in the province. Popular tourist location. However,
since there are many problems in the current marketing plan of W Blueberry Manor,
it is no longer suitable for the increasingly fierce competition. To maintain its
position as the industry leader, a new marketing plan is needed.
After clarifying the background of the development of modern agricultural
manor, this paper uses the literature research method to explore the research on
modern agricultural manor, leisure tourism and 4Cs marketing theory. Manor
marketing strategy, and established a theoretical framework of using 4Cs marketing
theory to formulate marketing strategies. Secondly, through on-site investigation and
material collection and analysis, the basic situation of W Blueberry Manor, the
growth of passenger flow and the opportunities faced by W Blueberry Manor at this
stage of development are introduced, and the current situation of W Blueberry
Manor's marketing is analyzed. On the basis of the above, the "W Blueberry Manor
Tourism Questionnaire" is designed for manor consumers, starting from three
II

Abstract
aspects: customer demographic characteristics, consumer leisure travel needs and
the current marketing effect of W Blueberry Manor, combined with 4Cs marketing
theory, around consumption The questionnaire survey was carried out on the four
dimensions of users' needs, cost, convenience and communication. Through the
investigation, the consumer demand for leisure tourism and the current marketing
effect of W Blueberry Manor are obtained, and the problems existing in the
marketing of W Blueberry Manor and the reasons for the problems are compared
and analyzed. On the basis of the above, formulate the marketing strategy of W
Blueberry Manor from the four aspects of consumer demand, cost, convenience and
communication, and analyze the safeguard measures to implement the marketing
strategy.
Key words: modern agricultural manor; 4Cs marketing theory; leisure tourism;
Tourism marketing
III
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