哈尼梯田旅游市场营销策略分析  

Analysis of Hani Terrace′s Toursim Marketing Strategies

作　　者：陈丽军[1] 卢明强[2,3] 

机构地区：[1]黄冈师范学院商学院,湖北黄冈438000 [2]大庆石油学院秦皇岛分院旅游系,河北秦皇岛066004 [3]西南林业大学生态旅游学院,云南昆明650024

出　　处：《资源开发与市场》2011年第1期86-89,共4页Resource Development & Market

基　　金：2010年度云南省教育厅科学研究基金立项项目(编号:2010J039)

摘　　要：通过对哈尼梯田旅游区的市场特征调查研究和旅游区发展的SWOT分析表明要做强做大哈尼梯田旅游,首要任务是改善基础设施,提高游客接待能力,同时要做到有规划地展开市场营销工作。从营销行为的旅游市场营销定义角度出发,对元阳哈尼梯田旅游市场营销策略进行了研究,提出了营销总体目标和分阶段目标、整体性营销策略和具体的营销计划。Through the survey of tourism market indicators, the SWOT analysis, and the researches in academic world on toursim market and marketing strategies about Yuanyang Hani Terrace showed that although the number of tourists and tourism revenue increased rapidly,the tourists＇ reception capacity of dais area was rather inadequate and the tourism marketing was quite lack of. So the authors did research about Hani Terrace＇s tourism market strategies, and proposed the marketing goals, phased tangets, the overall marketing strategies and specific marketing plans of the Hani Terraces, all these were from the perspective that made toursim marketing as a certain of ＂marketing behaviour＂.

关 键 词：旅游市场营销 哈尼梯田 元阳 

分 类 号：F590.8[经济管理—旅游管理]