《旅游法》背景下旅游二次营销的实施方法研究——以锦州市为例

Research on Implementation Methods of “Dual Sales” under the Background of “Tourism Law”——Taking Jinzhou city as an Example

"二次营销"是指通过发掘和利用营销客体和对象的营销价值,使消费者做出超出原计划的消费,以此给企业带来更加丰厚的利润。二次营销广泛存在于旅游业,通过"二次营销",可以把原来的营销流程延长,既能加强原营销的效果,还能对原营销遗漏的空白地带进行弥补营销。目前,落实《中华人民共和国旅游法》和《国民旅游休闲纲要(2013-2020年)》,促进旅游消费、拉动旅游内需,已经成为各地、各旅游企业必须面对的重要课题。本文结合辽宁省锦州市旅游业发展的现状,在《旅游法》的背景下,从"食住行游购娱"六大方面对锦州旅游二次营销的方法进行了分析,并得出结论:旅游二次营销在锦州市旅游业发展中的积极作用未能充分发挥,在未来的发展中锦州市应该进一步加强旅游二次营销工作,实现锦州市旅游业快速发展。

＂ Dual sales＂ means making consumers to consume more than the original plan through the exploration and uti- lization of marketing object and target consumers. Dual sales can bring enterprise more profits, and are widely exists in the tourism industry. Through the ＂dual sales＂, the original marketing process can get an extension, which cannot only strengthen the original marketing effect, but also made up the marketing on the originally blank zone. Nowadays, imple- ment the tourism law of the Peopleg Republic of China and The Outline for National Tourism and Leisure （2013 -2020） and how to promote the tourism consumption has become an important issue, which each city and each tourism enterpri- ses must face. In the background of ＂tourism law＂, this article combined the current situation of the development of tourism in Jinzhou City, Liaoning province, analyzed the dual sales methods of Jinzhou tourism marketing from six big aspects of the basic necessities of life entertainment travel purchase and argued ： The positive role of dual sales in the tourism industry are not full play, Jinzhou city should further strengthen dual sales work in tourism industry in the future and realize the rapid development of tourism industry in Jinzhou city as soon as possible.