吉林省满族文化旅游营销组合策略初探

Study on Tourism Marketing Mix Strategy of Manchu Culture Tourist in Jilin Province

吉林省的满族文化具有较强的旅游资源优势,但由于忽视整体旅游营销,导致知名度不高,无法获得应有的旅游市场份额及经济效益。本文借鉴7P市场营销理论的部分内容,有针对性地从改进旅游产品、采取效益最大化的促销手段、多渠道培养各层次专业人才3个方面,为其设计旅游营销策略,以期达到既传播满族文化又发展吉林省旅游业的双赢效果。

Manchu culture in Jilin province has a strong advantage of tourism resources,but due to the neglect of the overall tourism marketing,it has low visibility so it can’t get the proper tourism market and economic benefits. Based on the part of 7P marketing theory,there are three aspects for the improvement from the tourism products. In order to achieve both the spread of Manchu culture and development of the tourism industry in Jilin Province,the methods of promoting tourist production,maximum benefit promotion and multi-channel training of professional person were used for its marketing strategy.