南岳衡山旅游商品的发展探讨

Study on The Developing Strategies of The Tourist Commodities in Nanyue Hengshan Mountain

文章针对南岳衡山旅游商品开发的条件和现状,探讨了以“资源为基础,市场为导向”为原则拓宽衡山旅游商品的开发思路,提出加快其开发的“1231”模式:明确一个定位(目标定位)、导入两种文化(区域文化和CI战略文化)、强化三种创新(特色创新、设计与生产创新、营销创新)、实施规范管理。

According to conditions and situations of Tourist Commodities development in Heng Mountain, Nan Yue, the paper probes into widening development by following principles of ＂resources based and market oriented＂, and it also proposes a ＂1231＂model of promoting tour goods＇ developmem in Heng Mountain. And the model goes as following： One orientation （the target orientation） should be made dear; two kinds of cultures （area culture and strategy culture） should be introduced; three kinds of innovations （innovation in distinctive features, in designing and producing and in marketing） should be reinforced. And standard management should be put into practice.