直复营销在大别山(六安)国家地质公园经营中的应用  

Application of Direct Marketing in the Management of Dabie Mountain National Geopark in Lu'an

作　　者：张树萍[1] 周刚 

机构地区：[1]皖西学院城市建设与环境系,安徽六安237012 [2]六安市旅游局,安徽六安237010

出　　处：《皖西学院学报》2010年第3期89-91,共3页Journal of West Anhui University

摘　　要：大别山(六安)国家地质公园是2007年5月新建立的一个国家级地质公园。将直复营销引入地质公园旅游景区经营中,从旅游业发展趋势角度分析了在旅游景区开展直复营销的可行性。通过旅游景区开展直复营销需要解决的问题探讨发现,建立散客和团体旅游者数据库,整合大别山(六安)国家地质公园旅游产品,提高其竞争力,利用各种有效途径开展直复营销是大别山(六安)国家地质公园旅游营销中实施直复营销策略的主要内容。研究可为大别山(六安)国家地质公园各景区寻找一条适合自己发展的营销道路。Dabie Mountain（Lu＇an）National Geopark was one of new National Geoparks in China which was set up in bisiness in May,2007.As a modern marketing strategy,direct marketing was applied to conduct the management of Dabie Mountain National Geopark.Based on the analysis on the trend of tourism development,the feasibility study on direct marketing implementation was made.It was found that the creation of tourist database and integration of various tourism products for competitive power are the most important research work in direct marketing formulation and implementation.The paper presents a viable development path to all tourism scenic spots in the Geopark.

关 键 词：直复营销 国家地质公园 大别山 

分 类 号：F72[经济管理—产业经济]