基于4P理论的荆州旅游市场营销研究  

Study on the Tourism Marketing of Jingzhou Based on 4P Theory

作　　者：卢小琴[1] 

机构地区：[1]长江大学园艺园林学院,湖北荆州434025

出　　处：《长江大学学报（自科版）（中旬）》2014年第2期31-35,7,共5页Journal of Yangtze University(Nature Science Edition)

基　　金：湖北省教育厅人文社会科学研究项目(13g189);湖北省高等学校青年教师深入企业行动计划项目(XD2012165)

摘　　要：荆州旅游资源丰富,但旅游业收入却与周边城市差距显著。根据市场营销的4P理论对荆州的旅游市场营销进行了分析,发现荆州旅游市场存在着产品单一、促销方式缺乏新意、渠道不适合市场需求等限制荆州旅游业发展的问题。由此提出了开发多种产品、直接与间接渠道相结合、创意宣传等营销策略。Jingzhou has abundant tourism resources,but its tourism income lag behind the surrounding cities.According to the 4Pmarketing theories,Jingzhou tourism marketing was analyzed.It was found out that the monotonous product,promotion lacking originality,places unsuitable for market demand were the main reasons constraining its tourism development.Some marketing strategies were put forward,which included developing a variety of products,combining the direct and indirect place and creative advertising.

关 键 词：荆州 旅游市场营销 4P理论 

分 类 号：F592.7[经济管理—旅游管理]