三次售卖理论下辽宁省冰雪旅游产业发展现状调查与对策研究

Investigation and Countermeasure Research on the Current Development of Ice and Snow Tourism Industry in Liaoning Province under the Three-time Sales Theory

通过实地考察、文献资料检索等方法对辽宁省冰雪旅游产业现阶段的发展优势与瓶颈进行研究,发现辽宁省冰雪旅游业虽然有极具民族特色的、丰富的冰雪旅游资源和活动,但仍面临诸多不足:内容上,层次低、缺乏主推项目,地方特色退化非常明显;受众体验上,旅游产品的设计缺乏创新和规划,周边配套设施不完整,管理漏洞明显;品牌上,与周边产品结合不紧密,售卖产品单一,内部竞争明显,缺乏整体观念。选用经济学三次售卖理论,从冰雪旅游的内容、受众和品牌三方面为辽宁省冰雪旅游产业谋求新出路,为冰雪旅游产业发展提供建议,为冰雪旅游产业的优化升级提供借鉴。

This article studies the advantages and bottlenecks of the current development of the ice and snow tourism industry in Liaoning province through on-the-spot investigation,documentation and other methods.It is found out that although Liaoning province has rich ice and snow tourism resources and activities with national characteristics,it still faces many deficiencies,such as low level of contents,lack of main projects and degradation of local characteristics;the design of tourism products lacks innovation and planning,and the surrounding supporting facilities are incomplete and the management loopholes are obvious;the brand and the surrounding products are not tightly integrated,the product selling is single and the overall concept is lacking.The study selects the three-time sales theory of economics and seeks new ways and suggestions for the ice and snow tourism industry in Liaoning province from three aspects of content,audience and brand,so as to provide reference for its optimization and upgrading.