数字经济时代山东省文化旅游产品精准营销策略研究  

Research on Precision Marketing Strategies for Cultural Tourism Products in Shandong Province in the Digital Economy Era

作　　者：狄俊锋[1] 周干翠[1] 贾静静[1] 张雪磊[1] 赵忠芳[1] DI Junfeng;ZHOU Gancui;JIA Jingjing;ZHANG Xuelei;ZHAO Zhongfang(Laiwu Vocational and Technical College,Ji’nan 271100,China)

机构地区：[1]莱芜职业技术学院,济南271100

出　　处：《经济研究导刊》2024年第16期50-53,共4页Economic Research Guide

基　　金：山东省文化和旅游调研重大课题“数字经济时代山东省文化旅游产品精准营销策略研究”(SWD202310006)。

摘　　要：随着数字时代的到来,传统营销方式已经无法满足消费者的需求,文旅企业需要采用更加智能化、多元化的营销手段,文旅产品的精准营销成为文旅企业面临的挑战。因此,结合数字时代的特点,提出一系列科技创新、数字化营销等新方向,以更好满足当前消费市场的需求,进而实现文旅产品营销的精准化和优化。要通过跨界合作,搭建变现可行的文旅产品生态链,丰富文旅产品的类型和形式,推动山东省文旅产业的不断升级和长远发展。With the advent of the digital age,the traditional marketing methods can not meet the needs of consumers,travel and literature enterprises need to adopt more intelligent,diversified marketing means.The accurate marketing of literature travel products has become a challenge for literature travel enterprises.According to the characteristics of the digital era,this paper puts forward a series of new directions,such as scientific and technological innovation and digital marketing,in order to better meet the needs of the current consumer market,and then realize the precision and optimization of the marketing of travel products.Through cross-border cooperation,build a feasible cultural tourism product eco-chain,enrich the types and forms of cultural tourism products,and promote the continuous upgrading and long-term development of cultural tourism industry.

关 键 词：数字经济 文化旅游 精准营销 

分 类 号：F592.1[经济管理—旅游管理]