基于营销活动的旅游产品精准供给策略探索

Precision Supply Strategy of Tourism Products Based on Marketing Activities

通过比较营销活动与旅游系统,发现两者在内容上都是以消费者为中心,在构成要素上都是以市场为媒介,在过程上都是以产品为线索;营销活动中有关"消费者、市场、产品"的理念和方法对旅游产品的设计与开发具有借鉴和指导意义。从而建立一套基于营销活动的旅游产品精准供给的技术路线,并提出四个关键性技术策略,即:以竞争力为核心的前期调查与分析;以需求为导向的目标市场细分与定位;策划与选择基于资源、面向市场定位、符合竞争力的旅游产品及其组合;以人为本的旅游产品实施策略。

By comparing marketing activities and tourism systems,the paper concludes that both of them are consumer-centered in terms of content,market-based in terms of constituent elements,and product-based in the process.It is found that the concepts and the methods of"consumers,markets,products"in marketing activities have reference and theoretical guiding significance for the design and development of tourism products.Therefore,the paper explores a set of technical route for the precision supply of tourism products based on marketing activities,and proposes four key technical strategies,i.e.,preliminary investigation and analysis with competitiveness as the core;demand-oriented target market segmentation and positioning;planning and selecting resource-based,market-oriented and competitive tourism products and their combinations and people-oriented tourism product implementation strategy.