“蓝海战略”在乡村旅游发展中的应用——以“印象·刘三姐”的成功运作为例

Application of Blue Ocean Strategy in Rural Tourism Development—A Case Study of Successful Operation of Impression Liu Sanjie

在我国乡村旅游发展陷入"红海"竞争的市场背景下,分析了乡村旅游发展存在的旅游开发粗放,产品同质化严重,旅游开发过度商业化等问题,并指明问题诱因。结合"印象·刘三姐"的成功运作案例,具体探讨了"蓝海战略"在乡村旅游发展中的应用问题,认为"蓝海战略"指引下的乡村旅游应注重提升核心竞争力,构建乡村旅游营销新模式。

Under the background of the development of rural tourism in the ＂Red Ocean＂ competition, the existing problems were analyzed, including extensive tourism development, serious product homogeneity, over commercialization of tourism development, the causes were pointed ont. Combined with the successful operation case of Impression Liu Sanjie, the application of ＂Blue Ocean＂ strategy in rural tourism development was discussed. It was thought that rural tourism under the guidance of ＂Blue Ocean＂ strategy should pay attention to enhance the core competitiveness, build a new model of rural tourism marketing.