德阳旅游同城化背景下差异化市场运作的研究与思考  

The Researches and Reflections on the Tour in Deyang City under the Background of the Operation of Differentiated Marketing

作　　者：李绍先[1] 

机构地区：[1]四川工程职业技术学院旅游系

出　　处：《装备制造与教育》2015年第4期77-81,共5页Equipment Manufacturing and Education

基　　金：2014年度“成都经济区建设与发展”专项课题(项目批准号DY14C050):被入选德阳市哲学社会科学研究《重要成果专报》(2015年第二期),德阳市人民政府《政务调研》2015年第二期采用

摘　　要：同城化是区域经济发展的必然选择。当此成德“同城化”大幕已经开启，一体化发展扎实推进之际，提出德阳旅游理应大步跟进、积极融入前提下，直面挑战大干机遇的市场，研究摆脱被“被同城化”的市场对策，无疑是极具实践意义的。本文强调必须面对同城化背景下德阳旅游市被“遮蔽”的市场现实，认为差异化的市场运作乃是应对德阳旅游被“遮蔽”的唯一选择!并基于德阳旅游的认知、市场特点的考量，对市场与营销各环节，从旅游地形象定位、产品打造，到营销服务等市场要素进行了研究与思考。Urban integration is the inevitable choice of regional economic development. When this urban integra- tion of Chengdu City and Deyang City starts, the integration of development of these two cities is promoted to go forward, no doubt it would he very good to put forward that the tour in Deyang City should follow the steps, and the city itself should he actively merged into the trend to meet the challenges given by the market itself and to study the market countermeasures to follow the trend to ＂be urban integrated＂. This paper emphasizes that the tour in Deyang City would he shielded by the market under the background of the urban integration, and it also thinks it right that the differentiated marketing is the only method to settle down the market shield on Deyang City, which is based on the following aspects： the cognition of tour in Deyang City, the consideration of the market, the market and all its links. This paper made researches and reflections from the factors of the image positioning of the tourism destination and its products, to the marketing services and so on.

关 键 词：德阳旅游 同城化 “市场遮蔽” 差异化市场运作 

分 类 号：F592.7[经济管理—旅游管理]