CAJ | 학술논문

旅游景区实施差异化战略是形成竞争优势的基础，在此基础上结合游客需求进行市场细分，进而选择目标市场，使得景区企业有限的营销资源集中于一点，有利于提高营销效率。在开展营销工作时，应根据目标市场特征来确定市场定位，围绕市场定位选择营销策略组合方式的同时，还应坚持整合推广的策略，以产生协同效应。
여유경구실시차이화전략시형성경쟁우세적기출，재차기출상결합유객수구진행시장세분，진이선택목표시장，사득경구기업유한적영소자원집중우일점，유리우제고영소효솔。재개전영소공작시，응근거목표시장특정래학정시장정위，위요시장정위선택영소책략조합방식적동시，환응견지정합추엄적책략，이산생협동효응。
The differentiation marketing strategy for tourism scenic spots will form the foundation of competitive advantages. Based on it, in combination with tourists＇ demands, market segmentations should be conducted to determine the target market and make the limited enterprise marketing resources centralized so as to improve marketing efficiency. In developing the marketing work, the market positioning should be determined according to target market characteristics. When choosing the marketing strategy combination around the market localization, the integration promotion strategy should be adopted to produce a synergistic effect.