浙西南地区“红绿金”模式下研学旅行产品的开发与营销路径优化研究

Research on the Development and Marketing Path Optimisation of Study Tour Products under the “Red, Green and Gold” Model in Southwest Zhejiang Province

“红绿金”融合发展模式下,浙西南地区依托红色文化资源、绿色生态资源和数字化创新,构建了独具特色的研学旅游产品体系。然而,当前研学旅行产品的营销存在受众认知偏差、产品定位模糊、开发元素单一及宣传推广不足等问题。为提升其研学产品市场竞争力,通过加强教育宣传、明确产品定位、丰富产品开发元素及强化宣传推广等措施优化营销路径,就成为刻不容缓之事。这不仅关乎丽水市研学旅行产品的可持续发展和品牌影响力提升,还是丽水品牌由浙江走向全国的关键。Under the integrated development model of “Red, Green, Gold,” southwestern Zhejiang Province has constructed a unique system of educational tourism products relying on its red cultural resources, green ecological resources, and digital innovation. However, the current marketing of educational travel products faces issues such as cognitive biases among audiences, unclear product positioning, limited development elements, and inadequate promotion. To enhance the market competitiveness of its educational products, it has become imperative to optimize the marketing path through measures like strengthening educational propaganda, clarifying product positioning, enriching product development elements, and intensifying promotional efforts. This not only concerns the sustainable development and brand influence enhancement of Lishui’s educational travel products but is also crucial for the expansion of the Lishui brand from Zhejiang to the national stage.