新开发景区的营销策略——以朝天吼漂流景区的营销策略研究为例

Marketing Strategy of Newly-developed Scenic Spots——Taking Chao Tianhou Drifting Scenic Spot as an Example

朝天吼漂流景区是以漂流旅游项目为核心,集特种旅游、文化旅游、自然观光旅游为一体的大型综合性景区。经过景区全体工作人员的不懈努力,2013年景区顺利通过了国家4A级景区验收,成为湖北省首个国家4A级漂流景区,景区在经营过程中也取得了较好的经济效益和社会效益。通过对朝天吼漂流景区的旅游资源现状及swot分析,根据市场营销理论——6P理论,对景区的营销策略进行了详细的分析及制定,以促进朝天吼漂流景区提升销售额及利润,打造景区品牌,实现持续发展,也为新开发景区的营销提供借鉴。

Taking drifting as its core tourist project,Chao Tianhou Drifting Scenic Spot is an integral scenic spot combing special tourism,cultural tourism and natural scenic spots.Through the joint efforts of its staff,it was granted as＂4AGrade Tourist Attraction＂,the first 4Adrifting scenic spot in Hubei,gaining great economic and social benefits.By running a SWOT analysis on this scenic spot and studying its marketing strategy with the Marketing Theory of 6Ps,this paper makes a detailed analysis and rules on its marketing strategies,in the hope of promoting sales and profits,creating tourism brand and maintaining sustainable development and providing reference to newly-developed scenic spots.