嘉陵江流域旅游主题形象定位与营销策略

The Image and Marketing Strategy of the Tourism Resources along the Jialingjiang Reaches

嘉陵江自北向南纵贯秦巴山地和四川盆地,主要流经广元、南充、广安、重庆等地,流域内各地单独对嘉陵江的开发,都难于形成嘉陵江统一的旅游品牌形象,导致嘉陵江主题形象长期缺位,造成对外的整体形象模糊。综合考虑嘉陵江的资源特点和优势,以及国内外旅游市场发展的态势,以千里嘉陵江为载体,将三国文化、古城文化、红军文化、丝绸文化、巴文化等整合为一体,提出“千里嘉陵生态游,六大文化川渝行”的嘉陵江旅游主题形象,并按4p′s营销组合给出若干旅游营销的策略。

The Jialing River goes through the Qinba mountain and Sichuan basin from north to south, which passes by the Guangyuan, Nanchong, Guang＇an, Chongqing cities and prefectures. The studies of the development of tourism resources in these places indicate that there are no a united tourism brand or a subject image for the river reaches. And their external image is ambiguous. Based on the consideration of the Jialingjiang River resource, its characteristics and merits ,as well as the tourism market development both at home and abroad, the authors put forward ＇the ecotourism in the Jialing River, cultural tourism around the Sichuan and Chongqing＇ as the theme of the tourism image. Finally, some tourism marketing strategy have been suggested according to the 4p＇ s marketing combination.