山东省水浒旅游产品开发与营销策略研究

Research on the Development of Tourism Product and the Marketing Strategy of the Water Margin Tourism in Shandong Province

水浒文化是国内少有的文学名著旅游精品资源。山东省作为水浒文化发祥地，有着众多水浒遗迹，但多年来水浒旅游发展受行政区划分割、开发理念滞后、空间合作不畅等因素制约，无法形成完整的产品线路，水浒旅游远远没有体现资源的本来价值。本文针对水浒旅游产品开发和营销中存在的主要问题，以产品整合、品牌打造、统一营销、区域合作、增加效益为目标，提出了山东省水浒旅游产品开发的总体策略，并对该产品的市场营销进行了详细探讨。

Shandong province, as a birthplace of the water margin culture, there are many scenes of outlaws of the water margin, and it＇s a rare masterpiece and elegant tourism resources in China. But over the years the water margin tourism didn＇t form a complete tourist route, and the water margin tourism didn＇t reflect the original value, because of administrative division, lacking of advanced development idea and space cooperation. According to the problems of the development and marketing of the Water Margin tourism in Shandong, taking product integration, brand building, unified marketing, regional cooperation, increasing benefit as the target, this paper puts forward the overall strategy of the development of tourism product of the Water Margin tourism in Shandong and does some study on the marketing strategy in detail.