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游客市场细分研究   总被引:3,自引:0,他引:3  
了解游客需求是旅游产品规划、开发和市场营销的前提,把握客源市场的一个重要途径是进行市场细分。旅游企业针对不同的细分市场,采用不同的营销手段,提供相应的产品和服务,才能使游客拥有更好的旅游经历。根据四川省旅游游客的需求进行市场细分,采用聚类分析方法将游客市场分为6类:康乐型游客、享乐型游客、规矩型游客、消极型游客、商务型游客和求知型游客。在此基础上,分析了6类游客的人口特征及其市场营销的意义。  相似文献
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面向细分市场开发特色旅游产品是克服目前国内"农家乐"发展普遍存在的产品初级化和同质化现象的有效途径。基于游客活动偏好,应用市场调查获取的第一手数据,采用聚类分析方法对西安市"农家乐"旅游市场进行细分研究。细分结果表明,西安市"农家乐"旅游市场可按照旅游者的活动偏好不同划分为回归田园型、静态休闲型、康乐健身型、娱乐参与型和阳光运动型5个类型。与全国其他城市一样,西安市"农家乐"旅游市场的主体是市区和郊区的市民,且市场职业分异不显著,自驾车旅游者和大学生是西安市"农家乐"旅游市场的两个重要组成部分。根据市场细分结果,提出面向不同细分市场,打造特色旅游产品和根据游游客出行特点,改善交通基础设施发展"农家乐"的建议。  相似文献
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基于SPSS16.0社会科学统计软件,采用单因素方差分析法和均值比较法,从9项内驱力指标和9项吸引力指标入手,对游客性别、年龄、学历水平等人口学特征与旅游动机之间的差异关系进行了定量分析。作为实证研究,以国家自然科学基金项目组在西安市开展市场调查获取的第一手数据为依据,从人口学特征和旅游动机双重视角,细分了西安市的入境客源市场,并据此提出针对性的客源市场开发方案,旨在为入境旅游市场的开发拓展提供理论借鉴和技术支持。  相似文献
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不同旅游动机所表现出的市场特征差异性,对开发适应市场需求的旅游产品以及促进旅游市场发展具有重要意义.通过市场抽样调查方法,分析苏州市入境旅游者5种旅游动机的旅游细分市场特征差异.结果表明,一是不同旅游动机的游客群体对苏州感知形象差异明显;二是不同旅游动机在旅游信息渠道、出游方式、停留时间和旅游消费等4个方面的旅游行为存在一定差异.最后根据差异性提出科学合理的旅游市场开发措施.  相似文献
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The growing popularity of privatized solid waste management service in least developed countries warrants an exploration of factors that are likely to impact on its sustainability. This study takes integrated solid waste management approach by analyzing relevant issues on both market sides. We use a three step theme development sequence to analyze the data obtained on service providers through library research, observations and interviews. This was followed by an opinion survey on the demand side to elicit households’ support for service improvement. Findings show that source-separation issues, government enforcement, market segmentation, financial issues and waste disposal issues are key factors influencing improved service provision. Meanwhile, on the demand side, we found that households are willing to support proposed regulatory improvement in service provision. Thus, we suggest industrial stakeholders to consider the aforementioned supply side issues in designing future service improvements that will take advantage of existing demand side feasibility.  相似文献
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陈芳  史慧敏 《中国环境管理》2020,12(4):104-111,88
基于要素资源配置效应、技术创新效应和竞争效应,本文梳理了市场分割对长江经济带能源环境效率的影响机制,基于省际面板数据实证检验,发现:长江经济带能源环境效率随着市场分割程度存在显著倒“U”形关系;在规模报酬递减作用下,市场分割对长江经济带能源环境效率的影响从提升转变为抑制。未来破除长江经济带能源环境效率提升瓶颈的关键在于研发投入、对外开放水平以及市场融合。另外,分样本回归表明市场分割导致长江经济带中游地区能源环境效率存在“中部塌陷”的风险。由此,加强研发资金的精准投入、提升对外开放度和中游地区支撑力,以及增强长江经济带生态协同是长江经济带提升能源环境效率的重要突破口。  相似文献
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Many countries' water resources are limited in both quantity and quality. While engineering solutions can now safely produce recycled and desalinated water from non-potable sources at a relatively low cost, the general public is sceptical about adopting these alternative water sources. Social scientists, policy makers and technical experts need to better understand what is causing this lack of acceptance by the general population and how acceptance levels for recycled and desalinated water can be increased. This study is the first to conduct a comparative analysis of knowledge, perceptions, and acceptability, and determine segments of residents who are more open-minded than the general population toward the use of recycled and desalinated water. The Australian population once perceived desalinated water as environmentally unfriendly, and recycled water as a public health hazard. The general level of knowledge about these two concepts as potential water sources has historically been low. After nearly five years of serious drought, accompanied by severe water restrictions across most of the country, and subsequent media attention on solutions to water scarcity, Australians now show more acceptance of desalinated water for close-to-body uses, and less resistance to recycled water for garden watering and cleaning uses. The types of people likely to be strong accepters of the two alternative water sources are distinctly different groups, and can be reached through different media mixes. This finding has significant implications for policy makers and water practitioners.  相似文献
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