鄂西生态文化旅游圈的文化营销策略

Cultural Marketing Strategies for West Hubei Eco-culture Tourist Circle

文化营销是指企业营销活动中有意识的通过发现、培养或创造某种核心价值观念,并且针对企业面临的目标市场的文化环境采取一系列的文化适应和沟通策略,以实现企业经营目标的一种营销方式。在鄂西生态文化旅游圈实施文化营销,不仅有利于树立旅游圈的品牌,提升旅游圈的竞争力,而且有利于提高旅游业管理水平。为此,应该深入挖掘本地区旅游产品的文化内涵;明确各地区的文化定位;精心设计旅游产品;努力提升服务品质和全面展开整合宣传。

Cultural marketing means that enterprises investigate,cultivate or create some certain core value idea in marketing activities and take some series of cultural adaption and communication strategies to the cultural environment of the target market to realise enterprises＇ business objectives.Carrying out cultural marketing in West Hubei Eco-culture Tourist Circle is good to set up the brand image,improve the competitiveness and tourist administration.Efforts should be given to dig the cultural connotations of the tourist products,determine the cultural orientation of different areas,design tourist products and improve service quality and carry out comprehensive publicity activities.