北京奥运旅游市场博弈与营销策略

Research on Game Analysis of Beijing Olympic Tourism Market and Marketing Strategies

通过对奥运旅游城市或区域之间、政府与奥运旅游企业、奥运旅游企业之间、奥运旅游经营者与消费者等四个方面对北京奥运旅游市场进行了博弈分析。提出了整合资源,塑造奥运旅游品牌形象;建立战略联盟,开拓国际市场;策划多种节庆活动和开展绿色营销等营销建议。

By analyzing Beijing Olympic tourism market, the paper establishes several game models existing in different cities and regions, between government and enterprises with Olympic tourism, between operators on Olympic tourism and customers. The following strategy should be adopted： integrating resources, building image of Olympic tourism brand, building strategic alliances, opening up international marketing, planning festival activities and implementing green marketing.