镇江旅游营销存在的问题及对策分析

Marketing problems in tourism industry of Zhenjiang and analysis of countermeasures

旅游营销是提升城市旅游竞争力,培育旅游城市形象,加快城市旅游发展的重要手段。镇江旅游营销应该从原有的营销误区中走出来,结合旅游发展整体规划,找准市场,采用更加有针对性的营销策略,即要开展"对外"营销,也要实施"对内"营销;要重视"硬营销",也要兼顾"软营销";要进行"近距离"营销,也要讲究"远距离"营销;借助各种社会力量,开展形式多样的营销手段,最终实现镇江旅游跨越发展。

Tourist marketing is an important means of raising the competitiveness of tourism industry,cuitivating the image of tourism city and quickening development of tourism industry.We should combine the integrated planning of tourism development,orientate an accurate market and take effective marketing strategies to promote healthy development of tourism industry and to get rid of the mistaken ideas.External marketing,internal marketing,hard marketing,soft marketing,short-distance marketing and long-distance marketing should all be taken into consideration.All forces from social channels and various marketing strategies are also needed to realize great-leap-forward development of tourism industry in Zhenjiang.