八大山人梅湖景区发展战略研究.pdfVIP

要 随着经济的不断发展和人民群众收入的不断提高，旅游业得到了迅速发展， 成为各地推动经济发展的重要组成部分。 八大山人梅湖景区位于江西省南昌市青云谱区境内。是以被联合国教科文组 织评为 “中国十大文化艺术名人”、被郑板桥誉为 “名满天下”的一代画圣——八 大山人为核心，以传统文化为主轴，以梅湖生态美景为纽带的江南都市历史文化 生态景区。该景区于2008 年5 月建成开放。由于是新建设的景区，配套设施不完 善，在省内的名气还不大，游客和旅游收入也不多。如何尽快做出名气、做旺人 气、做强品牌，推进区域经济发展是景区面临的首要任务。 本文运用PEST 分析方法分析了梅湖景区的政治、经济、社会、自然环境，以 及行业环境、省内客源市场等，还对梅湖景区内部的人力资源、旅游资源等进行 了分析。通过对梅湖景区的内 部环境分析进行了SWOT 分析，分析了景区发展的 优势和劣势，机会和威胁。另 ，还借鉴了杭州西湖景区等地的成功经验。在此 基础上，提出了梅湖景区发展的战略重点和战略对策。主要有：完善景区的组织 管理，适应发展需要；加强营销推广工作,做响景区品牌；加强交通建设,方便游 客游览；深入挖掘景区的文化资源，提升品位；抓好商贸配套项目建设，增加旅 游收入；加强对 作,提升发展水平；丰富旅游项目,延长游客滞留时间。通过 上述战略的实施，使梅湖景区能够提升名气，提高市场占有率，实现持续、稳定 发展，成为青云谱区的旅游品牌，促进地方经济的繁荣。 关键词：八大山人梅湖景区 旅游 发展战略 1 Abstract With the developing economy and the people s increasing income ，the tourism industry has the rapid development, which becomes an important part of the promotion of area economic development. Badashanren Meihu Lake scenic spot is located in Qinyunpu district,Nanchang City, Jiangxi Province, which is a southern city of historical and cultural ecology scenic spot. Its core is Badashanren, who is called One of ten Chinas top celebrities on the culture and the arts by UNESCO and “the most famous painter in the world ”by Zheng Banqiao 。Traditional culture is the main axis and the beauty ecological scenic of Meihu Lake is a link. The scenic spots has been completed and opened up in the May 2008.Because the scenic spot is a new one, its infrastructural facilities are imperfect, and is not well known in the province, the tourists and tourism revenues are not many. What can we do to make it known as soon as possible, attract more and more tourists and build up strong brands? Promoting the development of regional economy is the first thing that we must do. The author uses PEST analysis to