论旅游景区的差异化营销策略选择与组合

旅游景区实施差异化战略是形成竞争优势的基础,在此基础上结合游客需求进行市场细分,进而选择目标市场,使得景区企业有限的营销资源集中于一点,有利于提高营销效率。在开展营销工作时,应根据目标市场特征来确定市场定位,围绕市场定位选择营销策略组合方式的同时,还应坚持整合推广的策略,以产生协同效应。

The differentiation marketing strategy for tourism scenic spots will form the foundation of competitive advantages. Based on it, in combination with tourists＇ demands, market segmentations should be conducted to determine the target market and make the limited enterprise marketing resources centralized so as to improve marketing efficiency. In developing the marketing work, the market positioning should be determined according to target market characteristics. When choosing the marketing strategy combination around the market localization, the integration promotion strategy should be adopted to produce a synergistic effect.