武汉市“四季吉祥”新农村旅游营销策略研究

Research on the Tourism Marketing Strategy of the New Village-"Four Auspicious Seasons" in Wuhan

在阐述"四季吉祥"的内涵的基础上,介绍了春桃村、夏榴村、秋桂村、冬梅村相关情况以及武汉市"四季吉祥"新农村旅游的主要项目及效益。采用SWOT分析法剖析了武汉市"四季吉祥"新农村旅游发展情况。其中,从区位优势、交通优势、丰富的自然资源、政府高度重视4个方面分析了优势,从基础设施建设滞后、政府职能不健全、村民的服务意识和服务质量还有待于提高、宣传力度不足、旅游投入力度不够5个方面分析了劣势,从政策保障与旅游需求2个方面分析了机遇,从旅游产品同质化严重和人们对旅游产品期望值的提高2个方面分析了其威胁。基于上述分析,提出了武汉市"四季吉祥"新农村旅游营销对策:一是加强旅游宣传,包括采用网络营销战略、加强传统营销宣传方式、加强节庆旅游宣传活动、强化名人效应4个方面;二是推出多样的新农村旅游项目,包括大力推广蔬菜水果采摘旅游与展览旅游、推出乡村旅游教育、推出花卉文化旅游与婚庆旅游、推出银发休闲旅游项目、打造新农村建设学习基地5个方面;三是发挥汉江水域资源优势,开发水上旅游项目,主要包括开发不同类型与不同档次的水上游船、加强亲水空间建设、加强与旅行社的联系与合作。

On the basis of expounding connotation of ＂four auspicious seasons＂,the paper introduces related situations of spring peach village,summer pomegranate village,autumn laurel village and winter plum village,as well as major project and profit of ＂four auspicious seasons＂ new village tourism in Wuhan city.Development situations of ＂four auspicious seasons＂ new village tourism in Wuhan city are analyzed by using SWOT analysis.Among them,the advantages are analyzed from the four aspects of geographical advantages,transportation superiority,abundant natural resources and attached great importance by government,the disadvantages are analyzed from the five aspects of behindhand infrastructure construction,unsound governmental functions,needing improvement of service consciousness and service quality of villagers,shortage of publicity,insufficient input strength of tourism,the opportunities are analyzed from the two aspects of policy guarantee and tourism demand,the challenges are analyzed from the two aspects of serious homogenization of tourism products and improved expected value of tourism products.Based on the analysis above,tourism marketing strategies of the new village-＂four auspicious seasons＂ in Wuhan are put forward：First,strengthening publicity,it includes using web marketing strategies,enhancing traditional marketing publicity,strengthening festival tourism publicity and intensifying celebrity charm; Second,launching various new village tourism projects,it includes vigorously exten-ding picking and exhibition tourism of fruits and vegetables,launching rural tourism education,launching flowers and plants cultural tourism and wedding celebration tourism,launching leisure tourism for old people and making learning base of new village construction; Third,exerting resource superiority of Hanjiang water area,developing tourism projects on water,it mainly includes developing pleasure-boat in different types and grades,strengthening construction of water accessible space and enhancing connection and cooperation with travel agencies.