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文化旅游城市的营销策略探析——以太原市为例


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【摘要】

文化旅游城市的营销策略探析——以太原市为例

众所周知,文化旅游可以带来良好的经济和社会效益,然而我国的很多的文化旅游城市,却由于开发与营销的欠缺,旅游市场发展相当滞后。本文以太原市为例,根据对其旅游主体、客体及营销环境的调查分析,探寻其旅游市场所存在的问题,提出在坚持可持续与区域合作的原则下,进行合理规划和资源整合,不断加强对城市形象和文化品牌的塑造,以及对旅游产品体系的完善,同时结合市场需求亮点,构建全方位的营销策略;并在此基础上进一步总结,得出文化旅游城市的营销不仅是旅游资源的营销,更是文化和精神内涵的营销,要注重对特有的文化魅力的提升和包装,将其转化为巨大的文化生产力,以促进文化旅游城市的进一步发展。

关键词:文化旅游城市;营销策略;太原
Analysis of Cultural Tourism City Marketing Strategy
—— Illustration of Taiyuan City
Abstract

As is known to all, cultural tourism can bring good economic and social benefits, however our a lot of cultural tourism city, Tourism market development is very backward because the lack of development and marketing. This article taking taiyuan city as an example, according to the subject, object and tourism marketing environment investigation and analysis, this paper explores the tourist market of the existing problems, this paper puts forward to maintain sustainable and regional cooperation in under the principle of reasonable planning and resource integration, strengthen the city image and culture to the establishment of the brand, as well as to the improvement of the tourism product system, and combining with the market demand window, construct comprehensive marketing strategy; And on this basis to further, it summarizes the cultural tourism city marketing is not only the tourism resources of the marketing, but the cultural and spiritual connotation of the marketing, want to notice to unique cultural charm of the ascension and packaging, transformed into huge culture productivity, in order to promote the further development of cultural tourism city.

Key Words: Cultural tourism city;Marketing strategy;Taiyuan

 

 

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