文旅融合背景下凤凰山景区营销创新策略研究被引量：4

Research on Marketing Innovation Strategies of Fenghuang Mountain Scenic Area under the Background of Cultural and Tourism Integration

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摘要近年来,旅游行业得到了快速发展,随着“旅游高质量发展”目标的提出,旅游市场营销在推动旅游市场高质量发展的过程中扮演了重要角色。旅游景区作为支撑旅游经济发展的重要主体之一,在“十四五”期间,更需要抓住机遇,转变营销方式,在激烈的旅游市场竞争中占据优势。近年来,凤凰山景区由于旅游市场的多元化,以及景区自身发展过程中遗留的问题,其进一步发展遇到了瓶颈。通过研究凤凰山景区的原始资料,了解当前的营销现状,并结合营销研究领域中的4P理论,从产品、价格、渠道、促销四个方面分析凤凰山景区在营销中存在的问题。最后,根据上述的分析结果,提出开发特色文旅产品,加强价格管理实现数字营销、全媒体营销、公共事件营销、细分化市场营销等对策,以期能够帮助凤凰山景区实现高质量的发展目标,并为丹东市其他旅游景区营销策略的制定提供借鉴。 In recent years,the tourism industry has developed rapidly.With the goal of“high-quality tourism development”,tourism marketing plays an important role in promoting the high-quality development of the tourism market.As one of the main bodies supporting the development of tourism economy,tourist attractions need to seize opportunities and change marketing methods during the“14th Five-Year Plan”period to gain an advantage in the fierce competition in the tourism market.In recent years,due to the diversification of the tourism market and the problems left over from the development of the scenic area,the further development of Phoenix Mountain Scenic Area has encountered a bottleneck.To understand the current marketing situation by studying the original data of Fenghuangshan Scenic Area,combined with the 4P theory in the field of marketing research,analyze the problems in the marketing strategy of Fenghuangshan Scenic Area from the four aspects of product,price,channel,and promotion,in order to optimize The marketing strategy lays the foundation.Finally,according to the above analysis results,it is proposed that Phoenix Mountain Scenic Spot can adopt countermeasures such as developing characteristic cultural tourism products,strengthening price management,digital marketing,all-media marketing,public event marketing,and segmented market promotion in terms of marketing strategy optimization.It is expected to help Fenghuangshan Scenic Area achieve high-quality development goals and provide a reference for the formulation of marketing strategies for other tourist attractions in Dandong City.

作者张雪王芹 ZHANG Xue;WANG Qin(School of History,Culture and Tourism,Liaoning Normal University,Dalian 116081,China)

机构地区辽宁师范大学历史文化旅游学院

出处《经济研究导刊》 2021年第27期54-56,共3页 Economic Research Guide

基金 2019年辽宁师范大学研究生创新创业项目“后疫情时期旅游业高质量发展策略研究”(2020CX17)。

关键词凤凰山景区 4P理论旅游市场营销营销策略 phoenix mountain scenic area 4P theory tourism marketing marketing strategy

分类号 F592 [经济管理—旅游管理]

作者简介张雪(1998-),女,辽宁大连人,硕士研究生,从事课程与教学论(旅游)研究;王芹(1997-),女,江苏淮安人,硕士研究生,从事课程与教学论(旅游)研究。