摘要
旅游是一个综合性的产业,旅游景区是其特殊的产品,不仅要有大自然得天独厚的条件,更要有好的市场运做,作为国家级风景名胜区贡嘎山就是一个典型的例子。现用SWOT方法对其优势、劣势、机会和威胁进行分析,并运用事件营销手段,做出市场营销策略,使其在市场上更具有竞争力。
Tourism is a comprehensive industry, and the scenic spot is a special product. It needs not only the gift from the nature but also the marketing operation. The Mt. Gonggar is a good example. To make it have better competition, this paper analyzes its strategy, weakness, opportunities and threats with SWOT, and does the marketing strategy.
出处
《四川理工学院学报（社会科学版）》
2008年第1期72-74,共3页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
关键词
SWOT
市场环境
营销策略
品牌建设
事件营销
SWOT
market environment
marketing strategy
brand building
event marketing
