新常态背景下我国入境旅游营销推广模式创新研究  

On the Innovation of Inbound Tourism Marketing in China Under the New Normal

作　　者：程冰[1] 赵霞[2] 

机构地区：[1]桂林旅游学院国际教育交流学院,广西桂林541004 [2]桂林理工大学,广西桂林541004

出　　处：《改革与战略》2016年第1期56-59,63,共5页Reformation & Strategy

摘　　要：20世纪80年代以来,我国入境旅游取得了长足的发展,对提升旅游基础设施建设和旅游服务品质、促进我国旅游业发展起到了重要的推动作用。2006年以后,受多种因素影响,入境旅游呈现持续低迷态势,瓶颈效应凸显。文章着重从营销推广模式方面对入境旅游困境进行解读,并结合我国经济进入新常态下的经济发展特质,提出了营销推广体制、机制和管理模式创新的对策:推进管理模式创新,成立"品牌中国",加大营销模式和产品创新,大力发展入境旅游电子商务和自媒体新媒体营销。China inbound tourism has made great progress since 1980s, which has led to the construction of tourism infrastructures, improvement of tourism service and the development of the whole tourism industry. However, after 2006, the inbound tourism of China has sunk into depression due to multiple reasons. This article tries to analyze the depression from the stand of promotion and branding and also tries to raise a new strategy in promotion system and management model under the new economic normal： promote the innovation of management mode, establish ＂Brand China＂, as well as the inbound e-business and self-media marketing.

关 键 词：新常态 入境旅游 营销推广 

分 类 号：F592[经济管理—旅游管理]