“一带一路”背景下甘肃特有少数民族旅游定位及营销策略研究  

Research on the Tourism Positioning and Marketing Strategy of the Unique Ethnic Groups in Gansu Province Based on the “Belt and Road” Background

作　　者：康平 KANG Ping(School of Tourism, Lanzhou University of Arts and Science, Lanzhou 730000, China)

机构地区：[1]兰州文理学院旅游学院,甘肃兰州730000

出　　处：《兰州文理学院学报（社会科学版）》2019年第2期50-55,共6页Journal of Lanzhou University of Arts and Science(Social Science Edition)

摘　　要：21世纪以来,丝绸之路经济带被中国政府确定为国家重大发展方针之一。中国少数民族在"一带一路"其中起着窗口、前沿和民心相通的关键根基作用,裕固族、东乡族、保安族是甘肃省特有的三个少数民族,其发展不仅关乎甘肃省发展的整体速度,更关乎"中国梦"实现的整体步伐。本文通过CIS定位理论对甘肃省特有的少数民族进行旅游定位,进而根据定位结论结合市场营销4P理论设计相对应的营销策略,使甘肃省特有的三个少数民族在"一带一路"的倡议背景下充分利用自身的资源发展旅游事业,带动整个少数民族区域乃至甘肃省的发展。Since the 21st century, the Silk Road Economic Belt has been identified by the Chinese government as one of the major strategies for national development. China's ethnic minorities play a key role in the "Belt and Road" strategy. The Yugur, Dongxiang and Bao'an people are three unique ethnic groups in Gansu Province. Their development is not only related to the overall speed of Gansu's development, but also to the overall pace of the realization of the "Chinese Dream". Based on the CIS positioning theory, this paper makes a tourism positioning for the unique ethnic groups in Gansu Province, and designs corresponding marketing strategies according to the conclusion of location and marketing 4P theory, so as to make full use of its own resources to develop tourism and promote the development of the entire ethnic minority regions and even Gansu Province with the unique three ethnic minorities in Gansu under the strategic environment of the "Belt and Road" initiative.

关 键 词：一带一路 甘肃特有少数民族 CIS定位理论 4P理论 

分 类 号：F592.9[经济管理—旅游管理]