攀枝花市把握活动契机进行城市旅游市场营销行为分析

The Behavioral Analysis of Panzhihua Taking the Cultural Campaign as Opportunity in Marketing Its Tourism

把城市作为一个整体进行市场营销,实际就是城市营销。将整个城市视为一个企业,将城市旅游的未来发展视为产品,分析它的内部外部环境,揭示它在全球性竞争中的强项与弱项以及面临的机遇和威胁,确定它的目标市场,包括目标人口,目标产业以及目标区域,并针对目标市场进行创造、包装和行销的过程。而针对旅游市场的城市营销是整体城市营销中的一个组成部分。当一个城市面对承办重大活动的机会,也就是面对一个很好的市场营销契机。可以运用市场营销手段,按照市场营销的流程进行有针对性的专题营销。

City marketing means to market the city as a whole. It takes the whole city as an enterprise, regards the development of tourism as its product. It requires the SWOT analysis such as the interior and exterior environment, the strength, weakness, threat, and opportunity in the global competition. Also it involves the whole process of identifying target market including its target population, target industry, targeted regions. When a city undertakes a major cultural campaign it turns out to be a precious opportunity for marketing. Therefore, it is advisable to conduct some directed marketing activities according the marketing procedure.