XX市旅游营销战略研究.doc

摘要:河南省作为一个具有丰富旅游资源的大省，其旅游业发展的潜力巨大，多处名胜古迹己在国内外享有盛誉。但处于河南省的东北部、三省交界处拥有丰富旅游资源的濮阳市，其旅游业还处于初级发展阶段。从旅游业发展的必备条件来看，濮阳市可以说是自然资源丰富，历史遗存厚重，文化源远流长，生态环境优良，区位条件优越，绝对具备大力发展旅游业的条件和基础。所以濮阳市目前的旅游业并末取得与其资源相称的市场份额的现状必须立刻利用科学的市场营销理论进行指导与实践。

    本论文在阐述相关营销理论的基础上，首先对濮阳市的旅游资源概况及其营销现状进行分析，并在此基础上进行SWOT与STP分析，然后通过对濮阳市旅游营销对策进行研究提出对其旅游形象重新的定位，以达到重新塑造濮阳市旅游形象的目的。最后通过从产品、价格、渠道、促销四个方面提出相应的旅游营销策略而制定了濮阳市旅游营销新战略组合，力图从营销方面为濮阳旅游业的发展做出有益的探索。

关键词: 濮阳市 旅游营销 营销策略

ABSTRACT:Henan province is a big province with rich tourism resources, the tourism development potential is huge, many places of historic interest and scenic beauty has enjoyed high reputation at home and abroad. But in the northeast of Henan Province, at the junction of three provinces have rich tourism resources in Puyang City, the tourism industry is still in the primary stage of development. A necessary condition for development from the tourism point of view, it can be said that Puyang is rich in natural resources, historical massiness, culture has a long history, excellent ecological environment, geographical condition is superior, absolutely have the condition and foundation to develop tourism. So Puyang's tourism industry and made the end of status commensurate with its resource market share must use scientific marketing theory guidance and practice.

    In this paper, based on the related marketing theory, the tourism resources and marketing situation of Puyang tourism are analyzed, and based on the analysis of SWOT and STP, and then through the research on the tourism image of relocation of Puyang tourism marketing strategy, in order to reshape the image of Puyang tourism for the purpose of. Finally, from four aspects of product, price, channel, promotion, the tourism marketing strategy corresponding and established the Puyang city tourism marketing strategy combination, tries hard from the marketing for the development of the tourism industry in Puyang and make useful exploration.

Keywords: Puyang ;tourism marketing; marketing strategy