摘要：腾冲县位于云南西部边疆，高黎贡山西麓，为“南方古丝绸之路”的咽喉，祖国西南重镇之一，连结东南亚、南亚的重要纽带。目前腾冲已是国家级对外开放口岸，有中国“极边第一城”之称，是实施云南走向南亚、东南亚战略的重要“桥头堡”。腾冲作为“极边第一城”，具有得天独厚的自然风景和社会文化优势。特殊地理位置使其成为中原文化影响的边缘区，促进了中原文化与边地少数民族文化的结合，且是中华文化与东南亚文化碰撞的结合部，最终展现给人们的是一种独具特色的以中原文化为主体。腾冲本身也为国家级风景名胜区、火山地热国家地质公园以及省级旅游度假区等。
腾冲有着丰富的文化底蕴和自然资源的同时，也因为腾冲旅游的开发给腾冲带来了机遇，旅游重点项目的推进及大量的招商引资的出现。但是，也存在很多问题，市场秩序不规范，景区经营内容的单一化，储蓄意愿强，消费倾向不足等。正反两个方面对比得出腾冲旅游营销的必要性，结合“4P”营销策略对腾冲旅游资源进行营销策划。
本文将在市场营销相关理论研究的基础上，结合腾冲宏观环境和存在的问题对旅游资源进行分析，并提出腾冲旅游资源开发可采取的营销策略。
关键词：旅游市场营销；旅游资源；宏观环境；营销策略
ABSTRACT:Tengchong County is a county of Baoshan City which lies at the western foot of Gaoligong Mountains; it had been a history of the ancient Silk Road, south-west hub. Adjacent to the west and Myanmar, as a state-level open port, it is proud to be recognized as an important link between South and South East Asia. As a border town, it plays a vital role in the Developing Yunnan Province as Bridgehead Opening towards Southeast and South Asia policy. It devises a unique natural landscape and socio-cultural resources. As the Tengchong is "very edge of the first city" of the special geographical location makes it the edge of the impact of the Central Plains culture area, and promote the Central Plains culture and frontier integration of minority cultures, Chinese culture and is a combination of the collision with the Ministry of Culture in Southeast Asia, the final to show to people is a unique to the Central Plains culture as the main.Tengchong itself has been renowned as national scenic areas, Volcanic and geothermal National Park and Provincial Tourist & Holiday Resort.
The city abounds in cultural attractions and natural resources which take along enormous opportunities as well as investments for certain programs. Nevertheless there are some disturbing issues like non-standard settlement for market, Stereotypes and famous tourist spots and insufficient consumptions for tourism. Hence it is high time to offer the reasonable marketing strategies for the area .as a result ,the 4ps strategies was employed.
Based on the analysis of certain marketing theory as well as existing problems, this paper offers the feasible solutions for the regional tourism development.
Keywords: Tourism marketing;Tourism resources;Macroeconomic environment;Marketing strategy
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