旅游景区营销的差异化策略

旅游景区营销的差异化策略
内    容    提    要
  
这些年，中国的旅游业飞速发展，国内国外的游客不断增加，为迎合不同游客的需求，各式各样的景区不断被推出。但是，这些景区并不是每个都能成功的被游客接受。并不是景区的质量不符合要求，而是在营销的过程中出现了差异。市场营销和形象塑造是占领市场的关键。景区要发展必须重视景区的营销，但是，不同类型的景区营销策略的运用是不同的。
   本文简要的分析了旅游市场不同于其他市场的营销特点，在此基础之上，分析了景区营销策略差异化的必要性，营销策略差异化的内容，以及营销策略差异化的实施和在实际景区中的应用。景区的营销策略是灵活的，是随着市场和周围环境的变化而改变的。在制定的过程中，需要注意分析市场、研究市场、了解本企业的情况。
关键词：差异化营销 4P 景区营销 营销策略
Abstract

In recently years, Chinese tourism has rapidly development, and domestic and foreign tourists growing, in order to meet the needs of different visitors. A variety of scenic spots are constantly being introduced. However, each node is not able to be successful for tourists. Node is not the quality that do not meet the requirements, but in the process of marketing a discrepancy. Marketing and image-building is the key to dominating the market. Node to node must attach importance to the development of marketing, however, different types of landscape marketing strategy used is different.
      This paper analyzes the travel market is different from other markets marketing features, in this basis, Analysis of the differences in marketing strategy node of the necessity and marketing strategy of differentiation, Marketing strategy and the differences in the implementation and practical application of the landscape. Scenic marketing strategy is flexible, as the market and changes in the environment surrounding the change. In the formulation of the process, the need to carefully analyze the market, to market research, to understand the situation of the enterprises.
Key word：Differential  Marketing  4p  Scenic Marketing  Marketing Strategy

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