北京西南部地区旅游休闲市场营销分析  

An Analysis of the Tourism Marketing Strategy in the Southwest Regions of Beijing

作　　者：张劲文[1] 葛新权[2] 

机构地区：[1]北京市社会科学院中国总部经济研究中心,北京100120 [2]北京信息科技大学经济管理学院,北京100192

出　　处：《商业研究》2013年第4期138-145,共8页Commercial Research

基　　金：北京市西南区域经济发展论坛区域合作发展研究项目;项目编号:03M0907

摘　　要：北京西南部地区加快推进产业深度调整和区域城市功能精细再造发展战略的实施,旅游休闲业被确定为西南部地区特色主导产业重点发展规划,而实施大旅游营销战略是提升区域旅游休闲业发展竞争力的有效途径。本文梳理总结了北京西南部地区旅游资源现状特征,深入分析了旅游市场消费趋势、产品需求、行为特征以及北京旅游供应市场竞争环境,基于对市场整体环境和引力模型的分析,提出了西南部地区旅游休闲细分市场及有针对性的目标市场选择和市场定位,并从品牌形象、产品设计、促销渠道、宣传推广等多个方面进行营销组合策略的整体设计。Southwest regions of Beijing accelerate the implementation of development strategies of industrial adjustment and regional city function reengineerlng, and focus on developing the tourism industry identified as the leading industry. Actually, it is an effective way for the competitiveness improvement of southwest regional tourism of Beijing to implement the tourism marketing strategies. This paper firstly summarizes the characteristics of the tourism resources in southwest regions of Beijing, then analyzes the consumption trends, product demand, behavioral characteristics and competition sit uation in tourism market. It puts forward the market segments, target market and market positioning of tourism in south west regions of Beijing, based on the analysis of the overall market environment and the gravity model, and makes the specific design about mixed marketing strategies from brand image, product design, promotion channels, promotional ac tivities and other dimensions.

关 键 词：北京西南 旅游休闲 市场营销 竞争力 

分 类 号：F590.8[经济管理—旅游管理]