赤峰市旅游市场定位与营销策略研究

本文对赤峰市旅游市场现状进行系统分析发现:该区旅游市场结构以国内旅游者占绝对优势;旅游者以中青年居多,其分布表现出时间上的高度集中性和空间上的近距离性,行为特征表现为休闲观光比重大、散客多、逗留时间短等。针对这些特征,笔者从空间定位与类型定位两方面对赤峰市旅游市场进行探讨,将区内客源市场细分,确立了三级客源市场,提出不仅要将目标市场定位在拥有双休日的中青年市场,同时应该关注6-9月份有闲暇时间的青少年市场、老年市场、学生市场和教师市场等。文章最后从产品策略、价格策略、形象策略和促销策略等四个方面进行了相应的营销策略研究,并将赤峰市的旅游产品从深度和广度上进行组合,设计出"八大旅游区"和"八条精品旅游线"。

Study on Tourism Market Positioning and Market Strategy

Based on the analysis of the conditions in Chifeng, this paper selects the market target and provides tourism market strategy. The paper is divided into three parts. According to the materials of National Tourist Bureau and spot investigation, part one mainly discusses the characters of the tourism market in Chifeng. The tourism has developed for a short period in Chifeng and the scale of the market is still small. But the increasing rate of the tourists is rising and the market potential is great. Most of the tourists are concentrated from June to September and distribute in near regions such as Chifeng, Beijing, Shenyang and Tianjin, etc. The domestic tourists have the advantage of the market and the income from them is about ninety-seven percent. Seventy percent of the tourists are male and a high proportion of them are in middle age. Their careers are mostly manager of enterprise, government functionary, scientists and marketing person. So the market mainly faces to the residents in towns. The aims of the tourists are tour, commercial affairs or visiting relatives, etc. Among the tourists, the number of tour groups is quite small. The tourists usually stay at Chifeng only for three or four days and most of their expenditure is spent on getting accommodation, diet and visiting. Part two chiefly considers the market positioning such as space orientation and type orientation. The author divides the domestic market into three grades. The first one includes Chifeng, Beijing and Tianjin Shenyang, etc. There are over ninety percent of all the tourists. The second includes Shanghai, JiLin, SanXi and SanDong, etc. This area is a potential market. The third includes the other regions. Among the international tourist quantity, the people from Japan and Korea are more than eighty percent. The next important regions are HongKong, Macau and the Southeast Asian Nations. Based on the characters of tourism resources, the author suggests Chifeng expand visiting market, holiday market, commercial affairs and meeting tourism, and develop distinguishing products. At the same time, there are some special markets that should be pay attention to such as the youth, the students and the aged who have free time from June to September. The last part puts forward to several market strategies about products, price, image and marketing, etc. The author designs eight tourism regions and eight elaborate tourism lines and orientates the image of Chifeng as "the nearest and most beautiful grasslands from Beijing and the hometown of the first Chinese dragon".