CAJ | 학술논문

北京西南部地区加快推进产业深度调整和区域城市功能精细再造发展战略的实施，旅游休闲业被确定为西南部地区特色主导产业重点发展规划，而实施大旅游营销战略是提升区域旅游休闲业发展竞争力的有效途径。本文梳理总结了北京西南部地区旅游资源现状特征，深入分析了旅游市场消费趋势、产品需求、行为特征以及北京旅游供应市场竞争环境，基于对市场整体环境和引力模型的分析，提出了西南部地区旅游休闲细分市场及有针对性的目标市场选择和市场定位，并从品牌形象、产品设计、促销渠道、宣传推广等多个方面进行营销组合策略的整体设计。
북경서남부지구가쾌추진산업심도조정화구역성시공능정세재조발전전략적실시，여유휴한업피학정위서남부지구특색주도산업중점발전규화，이실시대여유영소전략시제승구역여유휴한업발전경쟁력적유효도경。본문소리총결료북경서남부지구여유자원현상특정，심입분석료여유시장소비추세、산품수구、행위특정이급북경여유공응시장경쟁배경，기우대시장정체배경화인력모형적분석，제출료서남부지구여유휴한세분시장급유침대성적목표시장선택화시장정위，병종품패형상、산품설계、촉소거도、선전추엄등다개방면진행영소조합책략적정체설계。
Southwest regions of Beijing accelerate the implementation of development strategies of industrial adjustment and regional city function reengineerlng, and focus on developing the tourism industry identified as the leading industry. Actually, it is an effective way for the competitiveness improvement of southwest regional tourism of Beijing to implement the tourism marketing strategies. This paper firstly summarizes the characteristics of the tourism resources in southwest regions of Beijing, then analyzes the consumption trends, product demand, behavioral characteristics and competition sit uation in tourism market. It puts forward the market segments, target market and market positioning of tourism in south west regions of Beijing, based on the analysis of the overall market environment and the gravity model, and makes the specific design about mixed marketing strategies from brand image, product design, promotion channels, promotional ac tivities and other dimensions.