峨眉山景区旅游商品的开发与营销模式

Research on Tourism Product's Development and Marketing Pattern of Emei Mountain

通过对旅游商品定义的综述,界定了旅游商品的定义、范围和功能,同时对峨眉山景区旅游商品的开发、需求、购买力等抽取420份问卷作为样本,分析了峨眉山旅游商品的需求现状,并以旅游者需求现状为依据,对峨眉山旅游商品的开发和营销提出了“4P+4C+4R”营销策略,以期对其它景区的旅游商品开发和营销具有一定的借鉴意义。

The authors summarized the researches on tourism products, tried to definite the word, drewe a functional edge to tourism product. 420 tourists were randomly interviewed with the questionnaire about the view on tourism products in Emei Mountain,factors like development status,marketing needs and purchasing power which would influence tourism products＇ sales volume and marketing share were examined. The authors suggested ＂4P ＋ 4C ＋ 4R＂ marketing strategy in order to facilitate the development of tourism products in Emei Mountain. Both theoretical and pragmatic implications were listed at last.