MBA教育中心知识库

随着我国经济的发展和国民收入的提升，国民对美好生活的追求内涵不断丰富，消费者对旅游体验的期望正在发生变化，消费者越来越希望通过全方位的方式了解景区的产品和文化。这意味着旅游行业需要更加注重特色资源的开发和利用，以及创新营销策略，来满足游客的需求。太白山景区经过多年建设和发展，虽然已经成为陕西省的精品旅游项目之一，但近年来由于在营销宣传方面投入力度不足，景区出现了产品体系不够丰富，景区专业人才匮乏，尤其是营销渠道开发相对单一，景区客源流量增长乏力等问题，现需要对其营销策略进行进一步优化。

因此，本文立足于太白山景区，从景区的实际出发，通过研究国内外景区相关文献成果，结合太白山景区营销策略现状，从以下几个方面开展研究：首先介绍太白山景区资源特色经营现状，运用PEST分析模型和波特五力模型，分别从宏观环境和竞争环境对景区的现状进行分析；其次运用7Ps营销理论分析景区营销现状；再次针对景区的营销策略现状及分析结果，综合分析景区旅游市场营销中存在的景区产品种类不够丰富、价格策略不够灵活、营销渠道建设薄弱、促销效率低、景区专业人才匮乏、有形展示品质低、营销服务过程体系不健全等问题；最后结合景区自身优势，从创新特色旅游产品、打造更加灵活多样的价格策略、提升专业素养的人员策略、丰富景区的有形展示策略、完善景区的服务过程策略等方面，提出太白山景区的营销策略优化建议，并从构建可持续发展营销理念、完善人才机制保障、建设服务型企业文化、提升营销管理的信息化、景区生产安全等方面提出保障措施。

期望通过本文的研究，能够为太白山景区的营销工作提供部分参考和借鉴价值，帮助太白山景区提升品牌知名度和市场的竞争力，使太白山景区能够更加长远、稳定地发展，并立足于国内乃至国际文化旅游市场。

With the development of China's economy and the improvement of national income, the connotation of people's pursuit of a better life is constantly enriched, and consumers' expectations for tourism experience are changing, and consumers increasingly hope to understand the products and culture of scenic spots in a comprehensive way. This means that the tourism industry needs to pay more attention to the development and utilization of characteristic resources, as well as innovative marketing strategies to meet the needs of tourists. After years of construction and development, Taibai Mountain Scenic spot has become one of the high-quality tourism projects in Shaanxi Province, but in recent years, due to insufficient investment in marketing and publicity, the scenic spot has problems such as insufficient product system, lack of professional talents in the scenic spot, especially the relatively single development of marketing channels, and weak growth of tourist source flow in the scenic spot. Now it is necessary to further optimize its marketing strategy.

Therefore, based on the scenic spots in Taibai, this paper, based on the reality of scenic spots in Mount Taibai, through the study of related literature achievements at home and abroad, combined with the status quo of scenic spots marketing strategy, firstly, it introduces the current situation of Mount Taibai's scenic spot resources characteristic management, and analyzes the current situation of the scenic spot from the macro-environment and the competitive environment by PEST analysis model and Porter's five forces model Secondly, using 7PS marketing theory to analyze the present situation of scenic spot marketing, and aiming at the present situation of scenic spot marketing strategy and the analysis result, the problems existing in the tourism marketing of scenic spots, such as the insufficient variety of scenic products, the inflexible price strategy, the weak construction of marketing channels, the low promotion efficiency, the shortage of professional talents, the low quality of physical display, and the imperfect marketing service process system, are comprehensively analyzed Finally, combined with its own advantages, from the innovation characteristics of tourism products, to create more flexible and diverse price strategy, to enhance the professional quality of personnel strategy, to enrich the physical display strategy scenic spots, improve the service process strategy of scenic spots, and so on, put forward suggestions on optimizing the marketing strategy of Mount Taibai scenic spots, and from the construction of sustainable development marketing concept, perfect talent mechanism guarantee, build service-oriented enterprise culture, promote marketing management information, production safety and other aspects of protection measures.

It is expected that this study can provide some reference and reference value for the marketing work of Taibai Mountain Scenic spot, help Taibai Mountain Scenic spot to enhance brand awareness and market competitiveness, so that Taibai Mountain scenic spot can develop more long-term and stable, and based on the domestic and even international cultural tourism market.