区域工业旅游产品营销策略——以郴州市工业旅游为例

以郴州市为例,论证了区域工业旅游产品营销应具备的三个条件:主体条件、客体条件、媒介条件;分析了当前我国区域工业旅游产品营销特点;在此基础上提出了战略对策:充分发挥政府在工业旅游产品营销中的主导作用、明确工业旅游产品营销市场的战略定位、实施产品组合营销策略、以“装”引人,推出特色产品、营造令人愉悦的旅游氛围,加大宣传推销力度、确定合理价格水平、重视工业旅游经济效益增长点———工业旅游商品的营销。

A RESEARCH INTO MARKETING STRATEGY FOR THE REGIONAL INDUSTRIAL TOURISM——TAKING INDUSTRIAL TOURISM IN CHENZHOU CITY, HUNAN PROVINCE AS AN EXAMPLE

This paper takes the industrial tourism in Chenzhou city,Hunan province for example to explore the subjective requirement,objective requirement,and intermediary requirement as the three prerequisites for the marketing of regional industrial tourism products and examine the characteristics for marketing regional industrial tourism products in current China.On the basis of this exploration it suggests alternative strategies for marketing regional industrial tourism products in China: giving full play to the local government in the development of the marketing regional industrial products,clearly defining the strategic position of the markets for industrial tourism products and carrying out the marketing strategy for products combination and packing so as to popularize the specialties by creating pleasant atmosphere for tourism,developing primitive force and establishing reasonable prices as well as attaching importance to the marketing of industrial products for tourism.