吉林市北山旅游开发区旅游产品营销战略分析.docxVIP

PAGE PAGE 15 吉林市北山旅游开发区旅游产品营销战略分析 摘 要 随着我国经济的快速发展，国民经济收入的增加，人们通过旅游来缓解生活压力的需求更加迫切，在这样的社会背景下，我国的旅游行业也进入了快速发展的阶段，机遇与挑战并存，在得到快速发展的同时，也暴露了许多不足和问题，旅游从业者的主动服务意识薄弱、旅游区内硬件设施的老化与过时，同类型旅游区之间的竞争激烈，旅游产品品种单一缺乏创新，这些不利因素都严重影响着游客的游览体验。 吉林省吉林市拥有着丰富的自然旅游资源和人文旅游资源，旅游经济是影响吉林市经济发展的重要因素，北山旅游风景区作为吉林市众多旅游景区的代表景点之一，在新的时代背景下也面临着诸多问题，亟待解决。本文通过对同类型的旅游景区进行比较研究，结合实地调查，对于北山旅游风景区旅游产品营销策略提出了一些不成熟的想法。 关键词：北山旅游风景区；旅游产品；营销策略；创新；主动服务 ABSTRACT With the rapid development of Chinas economy and the increase of national economic income, it is more urgent for people to alleviate the pressure of life through tourism. Under this social background, Chinas tourism industry has entered a stage of rapid development. Opportunities and challenges coexist. While developing rapidly, it also exposes many shortcomings and problems. Tourism practitioners have a weak sense of active service. Weak, old and outdated hardware facilities in tourist areas, fierce competition among the same type of tourist areas, lack of innovation in a single variety of tourism products, these unfavorable factors have a serious impact on touristsexperience. Jilin City in Jilin Province has abundant natural tourism resources and human tourism resources. Tourism economy is an important factor affecting the economic development of Jilin City. As one of the representative scenic spots of many tourist attractions in Jilin City, Beishan Tourism Scenic Area is also facing many problems in the new era and needs to be solved urgently. Based on the study of the same type of scenic spots and field investigation, this paper puts forward some immature ideas on the marketing strategy of tourism products in Beishan scenic spot. KEY WORDS :Beishan Tourist Scenic Area，Marketing Strategy of Tourism Products，Innovate，Active service 目 录 1.绪论6 1.1研究背景以及意义6 1.1.1研究背景6 1.1.2研究意义7 1.2研究思路8 1.3研究方法8 1.3.1文献资料分析法8 1.3.2现场调研法8 2.国内研究现状及发展趋势9 3.北山旅游开发区现有资源及经营现状10 3.1北山旅游经济开发区现有资源10 3.1.1自然旅游资源10 3.1.2人文旅游资源11 3.2北山旅游风景区经营现状12 北山旅游开发区营销战略存在的问题13 4.