湖北省旅游区市场分销模式探讨

An Investigation into Distribution Mode in the Markets of Tourist Regions in Hubei Province

旅游区和中间商的关系市场表征为旅游区的营销模式。旅游区如何选择中间商以及选择怎样的中间商,对旅游区的发展非常重要。从旅游区的资源品位、知名度、美誉度、认可度、企业经营实力和发展水平6个方面,以湖北省4个典型旅游区(黄鹤楼、明显陵、武当山、木兰天池)为例,可以看出旅游区在发展中普遍采用的无营销模式、专营式营销模式、重点分销式营销模式和广泛营销模式等4种营销模式较为有利。

The token of the relationship market between the tourist regions and the middlemen is the one that represents marketing mode of the tourist regions. How to select the middlemen and what kind of middlemen to be selected are very. important to the development of the tourist regions. Taking four typical tourist regions （Hunahe Crane Pavilion, Ming Xian Tomb of Ming Dynasty, Wudang Mountains and Mulan Tianchi） in Hubei as examples, the quality of the tourist resources, the six aspects as the popularity level, the fame, the recognition, the business strength of the enterprise and its developing strength are universally accepted in the development of the tourist regions. It is better to take the four distribution modes as the boundaryless marketing, exclusive sales marketing, the specially distributing marketing and extensive distribution marketing.