九寨沟旅游景区营销策略分析.pdfVIP

九寨沟旅游景区营销策略分析 摘 要 随着中国社会经济的飞跃发展，综合国力的不断增强，国民生活水平的显著提 高，中国旅游业迅速发展起来，并且保持着持续发展的活力。九寨沟位于四川省西 北部九寨沟县境内，是国家AAAAA级景区，以其风景优美闻名于世。在旅游业市场 竞争日益加剧的形势下，景区只有搞好市场调研，充分理解旅游者需求，不断更新 具有特色的产品，才能在竞争中占据优势。 本文详细列举了九寨沟国家级自然保护区旅游资源概况，进而分析了其特色优 势资源。在此基础上，具体分析了九寨沟旅游景区的发展现状、优势劣势、管理体 制、品牌管理和游客行为，针对九寨沟旅游景区存在的问题，提出了改进的措施， 希望能够给予国内旅游景区以启示。 关键字:九寨沟,旅游景区,营销策略 I 九寨沟旅游景区营销策略分析 Abstract With China s socio-economic rapid development, comprehensive strength continuous enhancement, peoples living standards significantly increased, China ’s tourism industry developed rapidly, and maintained the vitality of sustainable development. Jiuzhaigou located in Jiuzhaigou county northwest of Sichuan Province , the state AAAAA-level scenic spots, famous for its beautiful scenery. Under the growing tourism market competition situation, only by making a good market research, fully understand tourists demands, continuously updated with the characteristics of products, can we gain competitive advantage. The paper cited the Jiuzhaigou National Nature Reserve tourism resources profile and then analyzed the characteristics of its resource advantages. On this basis, specifically analyzed the development situation of Jiuzhaigou tourism scenic spot, the advantages and disadvantages, management system, brand management and tourists, identify existing problems of Jiuzhaigou Scenic Spot and propose improvement measures, hoping to give domestic tourism scenic spots enlightenment. Key words: Jiuzhaigou, visitor attractions, marketing tactics