区域旅游市场细分及营销策略——以成都市为例  

The Regional Tourist Market Segment and Marketing Strategy

作　　者：杨剑[1] 

机构地区：[1]西南交通大学经济管理学院,成都610031

出　　处：《软科学》2005年第4期70-73,共4页Soft Science

摘　　要：以成都为例将区域旅游市场分为国内和境外两大市场,国内市场又细分为基础、首要和支撑旅游市场,境外市场又细分为基础、首要、重点、支撑和潜力市场,针对不同区域市场的特点,实施总体把握重点深入、树立形象推出品牌、改善条件优化环境、区域联合优势互补等营销策略,努力提高区域旅游市场营销的针对性和有效性。Taking Chengdu as an example, the regional tourist market can be divided into two parts： the domestic and international market. The domestic tourist market can be further divided into the basic market, the chiefly market and the supported market. Meanwhile, international market can also be divided into the basic market, the chief market, the key market, the supporting market and the potential market.Such a series of marketing strategies should be carried out to improve the pertinence and validity of regional tourist marketing, that advancing key market while making overall planning, building up imageand extruding br and, improving condition and optimizing environment, and regional cooperation and advantage complementation.

关 键 词：区域旅游市场 营销 成都 

分 类 号：F590.8[经济管理—旅游管理]