中国旅游整体形象的塑造与国际营销  

Shaping Overall Image of Chinese Tourism and International Marketing

作　　者：鲁明勇[1] 尹媛媛[1] 

机构地区：[1]吉首大学商学院,湖南吉首416000

出　　处：《资源开发与市场》2010年第3期272-274,288,共4页Resource Development & Market

基　　金：国家社会科学基金项目(编号:06XJY022);湖南省自然科学基金项目(编号:06JJ50125);湖南省社会科学基金项目(编号:07JD14)

摘　　要：东方华夏文明源远流长,是中国旅游最核心最具竞争力的形象,这一形象由"历史中国、自然中国、当代中国"三个形象面构成。为了实现这一形象的塑造,应该将区域个体形象与整体形象结合起来,打造地标性产品,实现企业、政府、非政府组织等不同营销渠道之间的交叉、融合、互补,建立起与旅游形象相匹配的价格策略,以培植和增强中国旅游的国际竞争力。The East which had a long history of Chinese civilization, was the core of the most competitive China＇ s tourism image, the image consist of the History of China, Natttre China and Modern China. To achieve dfis image of the shape, we should combine the individual and overall image of the re, on to create a landmark product, and to realize the cross, integration and complementary among the enterprise, government and non- governmental organizations. At the same time, established tourism image to match the price of strategies to foster and enhance the international competitiveness of China＇ s tourism.

关 键 词：中国 旅游 整体形象 国际营销 

分 类 号：F592.3[经济管理—旅游管理]