无锡荡口古镇旅游景区营销策略探讨

摘要：随着市场经济的发展，古镇旅游业开始兴起，基础设施也不断完善。古镇旅游业的发展不仅提高了当地资源的高效利用，也满足了消费者的新需求，进而成为了当地的朝阳产业。然而，由于缺乏科学的统筹规划，我国古镇旅游业的发展面临着诸多的问题。因此，加强对我国古镇旅游业的研究具有重要的现实意义。本文主要针对无锡荡口古镇旅游业的发展现状和存在问题进行分析，进而提出有针对性的营销策略，如完善景点硬件设施、增加娱乐休闲项目、提高服务质量、宣传手段多样化等，希望能够为荡口古镇旅游业的发展提供一定的帮助。57422

毕业论文关键词: 无锡荡口古镇，旅游业，营销策略

Abstract：With the development of market economy, the ancient town tourism is beginning to catch up, which brings the continuous improvement of infrastructure. The development of ancient town tourism not only makes high efficient use of local resources, but also meets the consumer’s new demands, which makes it become the sunrise industry of local . However, due to the lack of scientific overall planning and effective marketing strategy, the development of ancient town toursim of China are facing many problems. Therefore, strengthening the research of ancient town toursim of China has an important realistic significance. This paper mainly anlyzes the development situation and the problems of Wuxi Dangkou ancient town tourism, and then put forward some targeted marketing strategies, for example, improving the attraction's hardware facilities, increasing the projects of leisure and entertainment, tracking the quality of services, perifing the propaganda techniques and so forth. I hope that it can bring up some help of its development.

Keywords Wuxi Dangkou ancient town,Tourism,maketing strategy

1 引言 3

2 服务营销理论概述 3

3 无锡荡口古镇的现状分析 3

4 荡口古镇营销中存在的问题 4

4.1 景点硬件设备不完善 5

4.2 娱乐休闲项目较少 7

4.3 景区服务水平较低 6

4.4 宣传手段单一 6

5 荡口古镇的营销策略改进 8

5.1 完善景区硬件设施 8

5.2 增加娱乐休闲项目 9

5.3 提高服务质量 9

5.4 宣传手段多样化 8

结论 10

参考文献 11

致谢 12

附录 13

1 引言

近几年来，古镇旅游业逐渐兴起壮大，丰富了旅游行业的品种和项目。我国的古镇是中华民族悠久的产物，是炎黄子孙灿烂文化的见证，由于古镇独特的地理位置以及风情底蕴，我国古镇具有其本身的特色[1]。随着现代社会的快速发展，古镇逐渐被高楼大厦所取代，因此古镇也成为了一种稀有珍贵的物质遗产。目前，我们能够看到的古镇大多处于偏僻的位置，即使曾经繁华过，也因为历史原因而受到冷落，得以保存。一旦古镇的旅游潜力被人发现，即成为具有吸引力的旅游胜地，“钱途”不可限量。当古镇中的居民发现祖先留下来的老房子也能为自己带来财富时便投入到古镇旅游行业的建设中，于是古镇的旅游业变从此发展起来。无锡荡口古镇旅游景区营销策略探讨:http://www.youerw.com/guanli/lunwen_62203.html