转型升级背景下浙江旅游营销创新研究

The Innovation of Zhejiang Tourism Marketing during the Process of Industry Transformation and Upgrading

浙江旅游业正处于转型升级的关键期。在转型升级背景下,浙江旅游营销面临来自形象宣传、营销体系建构、品牌塑造、国际营销等四大方面的问题,旅游营销创新必须采取针对性措施,做到形象宣传主题个性化、营销体系精准化、旅游品牌体系全域化、国际旅游推广长期化。

The transformation and upgrading of Zhejiang tourism industry is now in a critical period. During the process of industry transformation and upgrading,Zhejiang tourism marketing is confronted with four main problems coming from image marketing, marketing system constructing,brand building and international marketing. The innovation of tourism marketing needs corresponding measures which include individuation of image theme, exactness in marketing system.brand system covering the whole province and the unremitting efforts of international marketing.