六盘水体旅融合发展的市场营销策略研究

Research on Marketing Strategy of Sports and Tourism Integration Development in Liupanshui

工业4.0时代,我国尚存在许多因脱离工业生产而陷入发展停滞期的资源型城市,而旅游是资源城市转型发展的重要方向。因此,厘清资源型城市向体育旅游城市转型发展现状并打造体旅融合发展的市场营销策略是促进资源型城市持续健康发展的关键。基于SWOT分析,以矿产资源丰富的贵州省六盘水市为例,通过分析由资源型城市向体育旅游城市转型的外部竞争条件与内部资源情况,阐述六盘水市打造市场体育旅游品牌面临的优势、劣势、机遇与挑战。根据分析结果,提出六盘水市体育旅游产业发展的市场营销策略:构造民族传统体育旅游圈、提高体育旅游品牌知名度以及加快体育旅游数字化发展。In the era of Industry 4.0, there are still many resource cities in China that have stagnated due to the separation from industrial production, and tourism is an important direction for the transformation and development of resource cities. Therefore, clarifying the status quo of the transformation and development of resource cities to sports tourism cities and creating a marketing strategy for the integrated development of sports and tourism is the key to promoting the sustainable and healthy development of resource cities. Based on SWOT analysis, taking Liupanshui city in Guizhou province, which is rich in mineral resources, as an example, the advantages, disadvantages, opportunities and challenges faced by Liupanshui city in building a market brand of sports tourism are elaborated by analyzing the external competitive conditions and internal resources of the transformation from a resource-based city to a sports tourism city. Based on the results of the analysis, marketing strategies for the development of the sports tourism industry in Liupanshui city are proposed: constructing the ethnic traditional sports tourism circle, increasing the visibility of the sports tourism brand, and accelerating the digital development of sports tourism.