商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2015年
9期
179-185
,共7页
古镇%文化旅游品牌%营销策略%旅游感知
古鎮%文化旅遊品牌%營銷策略%旅遊感知
고진%문화여유품패%영소책략%여유감지
ancient town%cultural tourism brand%marketing strategy%tourism perception
本文依据调查数据对同里古镇游客的人口统计学特征、行为特征，以及游客对古镇文化旅游的文化氛围、物质文化、精神文化方面的感知特征进行分析，提出古镇文化旅游品牌营销策略：精准化选择客源群体，精深化挖掘古镇文化，清晰化定位品牌形象，精细化设计旅游产品，精明化善用营销渠道，立体化构建营销体系。
本文依據調查數據對同裏古鎮遊客的人口統計學特徵、行為特徵，以及遊客對古鎮文化旅遊的文化氛圍、物質文化、精神文化方麵的感知特徵進行分析，提齣古鎮文化旅遊品牌營銷策略：精準化選擇客源群體，精深化挖掘古鎮文化，清晰化定位品牌形象，精細化設計旅遊產品，精明化善用營銷渠道，立體化構建營銷體繫。
본문의거조사수거대동리고진유객적인구통계학특정、행위특정，이급유객대고진문화여유적문화분위、물질문화、정신문화방면적감지특정진행분석，제출고진문화여유품패영소책략：정준화선택객원군체，정심화알굴고진문화，청석화정위품패형상，정세화설계여유산품，정명화선용영소거도，입체화구건영소체계。
According to the survey data, the paper conducts a deep analysis of the demographic characteristics, behav-ioral characteristics and perceptual features on the aspects of cultural atmosphere, material culture, spiritual culture of tourists behavior feature, coming to the marketing strategy proposal on cultural tourism brand of ancient town:accurately selecting the tourist groups, in-depth studying the culture of the ancient town, clearly repositioning the brand image, deliberately designing the tourism products, making good use of marketing channel, and three-dimensionally establis-hing marketing system.
