河南省南太行山旅游客源市场定位与营销策略研究

Study on Tourist Market Positioning and Market Strategy in Southern Taihang Mountains

在实地调查的基础上,文章对南太行山区旅游客源市场现状进行了系统分析,认为该区旅游市场结构以国内游客占绝对优势;旅游者以中青年居多,其分布具有空间近距离性,行为特征表现为休闲观光比重大、散客多、逗留时间短等。针对这些特征,充分考虑南太行山旅游资源的特点、区位条件和旅游市场的发展趋势,规划了旅游市场的细分目标,并从形象营销、品牌营销、网络营销、绿色营销、整合营销等方面进行了针对性的市场营销扩展策略研究。

The article analyzes the actuality of tourist market in southern Taihang Mountains on the basis of field research, considering that in the market structure the domestic tourists have the superiority over the international tourists in this region,among whom the middle_aged and the younger tourists constitute most part of them,whose distribution is centered in the near region,and also is charactered by a large proportion of the leisurely sightseeing in their behavior,much more free individuals,short time of stay etc. The target in tourist market segmentation has been planned in terms of the characteristics of tourist resources in the southern Taihang Mountains, regional conditions and the trend of the tourist market. The marketing strategical research has been conducted respectively in many aspects including the marketing of the image, the brand, the internet, the green and the integration etc.