乌江寨旅游景区营销策略研究.docxVIP

题目乌江寨旅游景区营销策略研究

内容摘要

运营数据，精准诊断营销痛点，最终提出针对性优化策略。研究旨在为乌江寨巩固市场优势、提升品牌影响力提供实践路径，同时为同类中小旅游景区的营销创新在体验经济深度发展与全域旅游战略推进的当下，我国旅游业呈现高质量发展态势，旅游景区竞争已进入品牌化、差异化营销新阶段。乌江寨作为贵州省盘活闲置低效旅游项目的成功典范，凭借独特的黔北民俗文化与乌江流域生态资源，已实现年接待游客超百万、营收近3亿元的突破，但仍面临品牌辨识度不足、产品创新滞后、营销渠道单一等问题。本文以乌江寨旅游景区为研究对象，运用文献研究法、实地调研法、案例分析法及统计分析法，结合STP理论与4P营销理论，系统梳理景区发展现状，基于国家统计局、文旅部门公开数据及景区实际与可持续发展提供参考。

关键词：乌江寨；旅游景区；营销策略；STP理论；4P理论

Abstract

Againstthebackdropofthein-depthdevelopmentoftheexperienceeconomyandtheadvancementoftheall-for-onetourismstrategy,China’stourismindustryiswitnessinghigh-qualitydevelopment,andthecompetitionamongtouristattractionshasenteredanewstageofbrandedanddifferentiatedmarketing.AsasuccessfulexampleofrevitalizingidleandinefficienttourismprojectsinGuizhouProvince,Wujiangzhaihasachievedabreakthroughofreceivingmorethanonemilliontouristsannuallywitharevenueofnearly300millionyuanbyvirtueofitsuniqueQianbeifolkcultureandecologicalresourcesoftheWujiangRiverBasin.However,itstillfacesproblemssuchasinsufficientbrandrecognition,laggingproductinnovation,andsinglemarketingchannels.TakingWujiangzhaiScenicAreaastheresearchobject,thispapersystematicallysortsoutthecurrentdevelopmentstatusofthescenicareabyadoptingthemethodsofliteratureresearch,fieldinvestigation,caseanalysisandstatisticalanalysis,combinedwithSTPtheoryand4Pmarketingtheory.BasedonthepublicdatafromtheNationalBureauofStatistics,culturalandtourismauthorities,aswellastheactualoperationdataofthescenicarea,thispaperaccuratelydiagnosesthemarketingpainpointsandfinallyputsforwardtargetedoptimizationstrategies.TheresearchaimstoprovideapracticalpathforWujiangzhaitoconsolidateitsmarketadvantagesandenhancebrandinfluence,andalsoofferareferenceforthemarketinginnovationandsustainabledevelopmentofothersimilarsmallandmedium-sizedtourist