壶口瀑布景区营销策略探析

A Study of Marketing Strategies in Hukou Waterfall Scenic Area

黄河壶口瀑布位于晋陕大峡谷中,是国内仅次于黄果树瀑布的第二大瀑布,也是世界上唯一的金色瀑布。研究壶口瀑布景区营销策略对进一步提高景区知名度、扩大市场占有率、增加旅游收入等具有积极意义。本文在介绍壶口瀑布景区概况的基础上,研究了壶口瀑布景区营销过程中存在的问题,最后分析了壶口瀑布景区应采用的营销策略。

The Hukou Waterfall of the Yellow River located in the ravine between Shanxi and Shaanxi is not only the secondlargest waterfall after Huangguoshu Waterfall in China but the only Yellow Waterfall in the world. Therefore, to study the marketing strategies for the Hukou Waterfall scenic spot will be a positive difference for improving the scenic area＇ s visibility, expanding its market share and boosting tourism revenues. Based on the introduction of the scenic spot, this thesis explores the problems existing in the marketing process and finally points out the marketing strategies which should be adopted in developing this scenic area.