摘要
近年来,红色旅游发展态势很好,但作为一种专项旅游来进行产业开发,却存在很多的问题。尚未系统进行市场营销分析和策略研究为其中较为突出的、亟待解决的问题之一。本文以云南省为例,在对红色旅游客源市场在地理、人口和购买行为3个方面分析的基础上,进行了红色旅游的目标市场定位,最后提出了有针对性的目标市场营销策略。
In recent years, red-tourism has developed rapidly. But there are a lot of problems during industrial development of redtourism as a kind of special tourism product. It is one of the problems to be solved urgently that marketing analysis and strategies have not been engaged in systemic research. Taking Yunnan Province as an example, bases on the analysis of the geographic segmentation, demographic segmentation, and behavioral segmentation, the paper carries on target market positioning of red-tourism. Finally, the paper puts forward corresponding strategies of target market.
出处
《北京第二外国语学院学报》
2006年第7期54-60,共7页
Journal of Beijing International Studies University
关键词
红色旅游
市场细分
市场定位
营销策略
red-tourism
market segmentation
market positioning
market strategies
