江南古镇差异化营销策略研究

Study of South town differentiated marketing strategy

经过二十多年如火如荼的发展,江南古镇旅游正不可避免地经历由弱到强、由盛到衰生命周期过程,其中同质化的发展模式成为了制约江南古镇旅游发展的主要原因。江南古镇要进一步发展,解决同质化问题势在必行。通过分析江南古镇旅游的现状,找出江南古镇同质化的表现和原因,并结合市场营销学相关理论,提出了江南古镇差异化的营销策略。

after more than 20 years of booming development, South town travel is inevitably experience from weak to strong, power failure during the life cycle, homogeneous mode of development became the main reason for restricting development of South town travel. South town to further development is imperative to address the issue of homogeneity. Through the analysis of status quo of South town travel in this article, discover the homogenization of South town and cause, and related theories of marketing, its differentiated marketing strategies.