摘 要：“灵山”作为无锡的另一个代名词，它从建设之初到目前，通过各种节事活动打造“灵山品牌”，因而更深入民心。节事活动给灵山胜境景区带来的效益是巨大的。灵山节事活动基于依托的城市、节事活动场地以及相关的旅游企业，面临多而杂且举办届数短、临近旅游景区节事活动的竞争加剧、灵山旅游品牌宣传力度不够等问题。未来灵山节事营销应侧重于“4P”营销策略组合，即产品策略、价格策略、营销渠道策略、促销策略这四方面。此外，还应打造节事营销专业人才团队，并通过网络营销、微博营销的辅助营销，使得灵山景区节事活动进一步发展。62454

毕业论文关键词：无锡，灵山胜境景区，旅游，节事营销，营销策略

Abstract: “Lingshan” has already been a synonym for Wuxi. Since Lingshan Scenic spot is established, various festival events has been applied to constructing “the Brand of Lingshan”, thanks to which Lingshan is successfully popularized. By this taken, we could see that festival events bring great benefits to Lingshan Scenic spot. Therefore, I think that it is necessary to analyze the factors taking effect in the festival events, which are city, activity field and relevant tourist agencies, with a combination of literature search, marketing analysis and practical investigation, and then come to the conclusion that there are some problems should be further noted:the excessive and mess activities planned in festival event; low holding frequency; increasing competition coming from adjacent tourist spots; insufficiency in building brand image of Lingshan. the future festival marketing of Lingshan should place particular emphasis on "4p"  marketing strategy which includes 4 elements:product, price, place, and promotion. In adittion, a professional team is required for festival marketing, and the Internet, Microblog also could be assisting marketing channels so as to further develop and improve Lingshan festival events.

Keywords: wuxi, lingshan scenic spot area, travel, festival marketing, the marketing strategy

1  引言 5

2  无锡灵山胜境节事活动概述 6

3  无锡灵山胜境节事营销现状 7

3．1  依托城市——无锡 8

3．2  节事场地——灵山胜境景区 8

3．3  旅游企业 9

4  无锡灵山胜境节事营销存在的问题 9

4．1  节事活动多而杂且举办届数短 9

4．2  临近旅游景区节事活动的竞争加剧 10

4．3  灵山旅游品牌宣传力度不够 10

5  无锡灵山胜境节事活动客源市场分析 10

6  无锡灵山胜境节事活动“4P”营销策略组合分析 11

6．1  产品策略 11

6．2  价格策略 12

6．3  营销渠道策略 13

6．4  促销策略 13

7  无锡灵山胜境节事营销应采取的互补策略 14

7．1  打造节事营销专业人才团队 14

7．2  以节事营销为主，网络营销、微博营销为辅 14