三亚旅游营销策略研究

Sanya Tourism Marketing Strategy

三亚旅游业的营销战略现状显示,三亚旅游业存在追求短期销售目标,忽视旅游形象,旅游产品相对单一,忽视售后服务,市场秩序有待加强等问题。影响三亚旅游营销的主要原因表现在缺乏管理和服务人才、营销策略实施不足等方面。在新的形势下,应从产品、价格机制和渠道、促销等角度制定适合三亚市旅游业的发展策略,提出营销建议和旅游方案。

After investigating and analyzing the current marketing strategy of Sanya’s tourism industry,it is found that there are problems such as pursuing short-term sales goals,ignoring tourism image,relatively single tourism products,ignoring after-sales service,and improving market order.The tourism market in Sanya will be segmented,and under the new situation,marketing strategies suitable for the tourism industry of Sanya will be formulated from the four aspects of product,price mechanism and channels,and promotion,and marketing suggestions and tourism plans will be put forward.