集安高句丽世界文化遗产旅游地营销策略研究.docVIP

集安高句丽世界文化遗产旅游地营销策略研究 Research on the Marketing Strategy of Ji’an Koguryo World Cultural Heritage Tourism Destination 摘 要 世界文化遗产——高句丽王城、王陵及贵族墓葬，包括五女山城、丸都山城、国内城、12座王陵、26座墓葬、好太王碑和将军坟一号陪冢，距今已经有两千多年的历史。其中除五女山城位于辽宁桓仁境内，其余遗产项目均在吉林省集安市境内。在旅游大众化发展席卷全球的今天，世界文化遗产为旅游业所用已成为了大势所趋，集安市在申遗成功后，旅游业也取得了突破性的进展，但尚处于初级发展阶段。如何让集安的旅游取得长足的进步，在众多的世界文化遗产类旅游目的地中脱颖而出，要根据集安的自身特点，分析其优势、劣势、机遇、威胁等因素，确定其营销策略。 关键词：世界文化遗产；集安高句丽；市场定位；营销策略  Abstract The world cultural heritage -- koguryo kindom, emperors tomb, noble grave, including Wunv mountain city, Pill mountain city, domestic city, 12 a burial tomb, and 26 burial , Gwanggaeto Tombstone and General grave , it has a history of over two thousand years. In addition to the Wunv mountain town is located in Liaoning Huanren territory, the rest of the heritage projects are in the territory of Jilin province. Popularized worldwide in the travel today, the world cultural heritage for the tourism industry has become the trend of The Times, used after Ji’an city properties for success, tourism also has made breakthrough progress, but is still in its early development stage. How to make a set of tourism made great progress, in many tourist destinations of the world cultural heritage, according to the set of characteristics of Ann, the analysis of the strengths, weaknesses, opportunities and threats, determine the marketing strategy. Key Words: The world cultural heritage; Ji an koguryo; Market positioning; The marketing strategy  目 录 引言……………………………………………………………………………………1 一、集安高句丽世界文化遗产………………………………………………………1 （一）集安高句丽世界文化遗产简介……………………………………………2 （二）集安简介……………………………………………………………………2（三）集安高句丽文化遗产对于开展旅游业的意义……………………………2 二、集安高句丽世界文化遗产旅游地营销环境分析…………………………2 （一）宏观环境……………………………………………………………………2 （二）微观环境……………………………………………………………………3 三、集安高句丽世界文化遗产营销环境的 SWOT 分析……………………………3 （一）优势…………………………………………………………………………3 （二）劣势…………………………………………………………………………4 （三）机遇…………………………………………………………………………5（四）威胁…………………………………………………………………………6 四、集安高句丽世界文化遗产旅游地目标市场及市场定位…………………7 （一）集安高句丽世界文化遗产旅游