羌族旅游资源网络营销的现状与策略探析  

Analysis on the Present Situation of the Qiang Ethnic Minority' s Tourism Resource Network Marketing and its Strategy

作　　者：张天明[1] 尧一三 

机构地区：[1]绵阳师范学院历史文化与旅游管理学院,四川绵阳621000 [2]北川文化旅游投资有限公司,四川北川622750

出　　处：《绵阳师范学院学报》2016年第3期8-12,共5页Journal of Mianyang Teachers＇ College

基　　金：国家科技支撑计划项目<羌族文化遗产与旅游数字化综合服务示范>(编号:2013BAH32F00)下属课题<基于移动互联网位置服务的羌族文化旅游综合服务示范>(编号:2013BAH32F03)阶段性成果

摘　　要：网络营销是当前旅游资源营销的重要走向。通过对在线旅行网站的统计分析,了解到羌族旅游资源网络营销的基本现状,发现羌族旅游资源网络销售尚处于起始阶段:部分羌族旅游资源尚未在网络上营销;近半数的在线旅行网站未销售羌族旅游产品;有些网站采用附带销售的方式,羌族旅游资源的网络营销具有很大的发展空间。为促进羌族旅游资源的网络营销,可以采取如下策略:着力打造旅游网络信息化平台;充分运用数据化分析寻找商机;积极发展网络伙伴合作业务等。For the Qiang ethnic minority＇s tourism resource marketing,the network marketing is an important development tendency. Through tourism websites,this paper investigates the present situation of the Qiang ethnic minority＇s tourism resource marketing and finds that its internet marketing is at a preliminary starting stage,which can be illustrated by the fact that some of the Qiang ＇s tourism resource cannot be found online,that the Qiang ＇s tourism products cannot be reached in half of the tourism websites,and that the Qiang＇s tourism products cannot enjoy normal status in some websites. This suggest that a great room exist in improving the network marketing of the Qiang ethnic minority＇s tourism resource and this paper proposes a strategy of paying effort to establish an internet platform for the Qiang＇s tourism resources,searching for opportunity through information data analysis and developing internet partnership.

关 键 词：羌族 旅游 网络营销 策略 

分 类 号：F592[经济管理—旅游管理]