黔城芙蓉楼与洪江古商城旅游景区联合营销的策略研究

摘  要
黔城芙蓉楼与洪江古商城在地域文化以及资源禀赋上，既有一致性，又具有明显的差异性；开展黔城芙蓉楼与洪江古商城旅游景区的联合营销具有现实可行性和必要性；从目前两者联合营销的现状来看，存在着缺乏良好的旅游人文环境、投入资金不足、产品结构单一，文化内涵不足、联合营销的形式单一、相关从业人员素质低、宣传力度过小、两地的交通环境及旅游设施不齐全等问题；要做好黔城芙蓉楼与洪江古商城旅游景区联合营销,应该塑造良好的旅游人文环境、增加旅游产业投入资金、完善旅游景区管理系统、开发长期旅游产品、提升旅游文化内涵、注重联合营销的形式、提高从业人员素质、扩大媒体宣传力度、完善周边交通环境及旅游设施等。

关键词
黔城芙蓉楼；洪江古商城；联合营销；旅游品牌
Strategic Research for Co-Marketing of Hibiscus House inThe Qian city and Ancient City of Hongjiang Tourist attractions

Abstract
The hibiscus house in Qian city and Ancient City of Hongjiang have both consistency and clear difference in the geographical culture and resource endowments.Carrying out the co-marketing of The hibiscus house in Qian city and Ancient City of Hongjiang has practical feasibility and necessity.Judgeing from the present situation of the co-marketing of the two,still existing the problem like lacking good human environment of the tourism, insufficient investment in tourism,monotone product mix,shortage of cultural connotation,monotone form of co-marketing,low cultural qualities of the interfix practitioner,less publicity,the deficiency of the traffic environment and the tourist facilities between the two,etc. The hibiscus house in Qian city and Ancient City of Hongjiang to do joint marketing tourist attractions,must set up good human environment of the tourism, Increase investment in tourism, ameliorate management system in Tourist attractions, develop Long-term products in tourism, Upgrade cultural connotations of tourism, emphasize situation of co-marketing, heighten quality in Practitioners, expand dynamism of Propaganda, complete traffic environment All-around and Tourist facilities,ect.

Key words
The hibiscus house in Qian city；Ancient City of Hongjiang；co-marketing, Tourism Brand

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