遼宁沿海经济带旅游产品营销策略.doc

辽宁沿海经济带旅游产品营销策略 摘 要 2009年，开发辽宁沿海经济带正式上升为国家战略，沿海六市的旅游业的发展迎来了又一个新的契机，通过对辽宁沿海六市旅游资源的现状进行分析，分析其区位条件、资源禀赋、基础设施、政策措施等方面的比较优势；找出在旅游市场营销中存在的削价竞争、法律意识淡薄、旅游线路设计有待优化、营销手段落后、区域整合困难、信息系统不完善、人才缺失等问题；提出要建立行业协会，制定价格标准、注意对旅游从业人员的法律培训、积极建立完备的旅游产品售后服务体系并积极打造精品旅游线路、建立并完善旅游市场营销信息管理系统，畅通信息传递渠道、加大促销力度，注重发展、应用网络营销技术、坚持政府主导，建立区域整合协调机制，组建旅游企业集团、加大旅游营销专业人才队伍的建设等对应的解决措施。 关键词：辽宁；沿海经济带；旅游；营销；策略 The Tourism Product Marketing Strategy Of Liaoning Coastal Economic Zone Abstract In 2009, the development of coastal economic belt of Liaoning province as a national strategy formally rise,the development of tourism of the six Coastal cities formed a new opportunity , Through the analysis of the tourism resources of the six cities of Liaoning,and the analysis of its geographical location, resources endowment, infrastructure, policy measures, comparative advantages.Find out the existent problems in the tourism market marketing,such as the price war,,Legal consciousness,Tourism circuit design to be optimized marketing tool behind regional integration difficulties , imperfect information systems , lack of talent and other issues ;Proposed the establishment of industry associations, and pricing standards .Note that the legal training of tourism professionals,Actively to the establishment of a comprehensive tourism product after-sales service system and actively build boutique tourist routes,Establish and improve tourism marketing information management system , smooth transmission of information channels ,To increase promotional efforts , focusing on development, application , network marketing techniques .Insisted that the government led to the establishment of regional integration and coordination mechanism, the formation of a tourism enterprise groups ,Increase tourism marketing professionals in the ranks of construction, development vision to develop long-term planning and the corresponding solutions. Key words: Liaoning Province；Coastal economic belt；Tourism；Marketing；Strategy 2旅游市场营销