缙云山旅游市场营销的研究

A STUDY ON TOURIST MARKETING FOR THE JINYUN MOUNTAINS

以消费者为导向的市场营销是企业生存与发展的关键 ,这对旅游景区的健康快速发展也不例外。通过对国家级重点风景名胜区———重庆市缙云山的经营管理现状的调查分析 ,发现其处于游客数量停滞不前、过夜游客比例低、总体经济效益不高的困境 ,而产生困境的根源在于市场营销的滞后。同时针对缙云山景区存在的诸多问题 ,结合缙云山景区发展的优势条件 ,提出了以市场营销为突破口来促进缙云山旅游发展以及具体的市场营销策略。

A customer-oriented marketing strategy is the key for the survival and development of any enterprise. A tourism corporation is no exception. An investigation of the management of Mount Jinyun, a national tourism reserve in Chongqing, showed that its lingering tourist volume, brevity of tourist rest time and low economic returns all stem from the lag of marketing concept. Taking into account the existing problems and the advantages of Moung Jinyun for its development, the paper offers some strategies for improving its marketing and economic benefits.