从营销视角看桂林旅游业的“四主战略”

Analysis of the "Four Major Strategies" in Guilin Tourism from the Angle of Marketing

桂林作为国际旅游名城是入境游客普遍看好的旅游目的地。为全面拓展入境旅游市场,桂林提出了主市场、主产品、主渠道、主力军的"四主战略"。该战略自实施以来,成效显著。从"四主战略"的提出背景与内涵入手,基于营销视角对"四主战略"的实施成效及创新进行了系统分析,并就其深入化实施提出了若干建议。

Guilin is one of the best tour places that most inbound tourists enjoy as a famous international tour city. ＂Four major strategies＂, including major market, major product, major channel and major working force, has been put in Guilin tourism to enlarge its inbound tour market. The strategies has obtained great achievement since it was implemented. Based on the angle of marketing, this article, starting from the background and comprehension, systemitically explicates the implementing achieve- ment and effect of the ＂Four major strategies＂ and its innovation, and offers some guidances for deeper implementing.