基于SCP模型的内蒙古兴安盟旅游节庆市场优化研究  

Study on Tourism Festival Market Optimization of Xingan Meng in Inner Mongolia Based on SCP Model

作　　者：戴汝墨 张维[1] 马文学[1] 

机构地区：[1]东北林业大学,黑龙江哈尔滨150040

出　　处：《安徽农业科学》2015年第21期217-218,228,共3页Journal of Anhui Agricultural Sciences

摘　　要：运用SCP模型的市场结构-市场行为-市场绩效来分析内蒙古兴安盟旅游节庆市场的发展现状及其存在的问题。研究表明兴安盟旅游节庆市场需求量小、结构单一,节庆产品缺乏创新,品牌知名度低,营销推广策略不够完善。再根据分析结果提出适于内蒙古兴安盟旅游节庆市场优化的具体对策。The development status and existing problems of tourism festival market in Xingan Meng of Inner Mongolia were analyzed by using SCP model of market structure, market conduct and market performance. The study shows that the market demand is small, the structure is single, the festival products lack of innovation, brand awareness is low, the marketing strategy is imperfect. According to the results of the analysis, concrete countermeasures for Xingan Meng of Inner Mongolia tourism festival market optimization were put forward.

关 键 词：SCP模型 旅游节庆 市场结构 

分 类 号：S9[农业科学—水产科学]