基于波士顿矩阵理论模型的山东省入境旅游市场分析及策略研究

文章运用波士顿矩阵理论模型，将山东省入境旅游客源市场、目的地市场分别分为金牛市场、明星市场、幼童市场、瘦狗市场四个类别，分析了各自的特征及对应的发展策略。最后建议通过多种举措，如加强区域旅游合作，提升旅游综合竞争力；打造名牌旅游产品，延展旅游产业链条；加强基础设施建设，完善旅游配套服务；制订多元化国际市场开拓策略；加强国际宣传促销等等来推动山东省入境旅游产业的发展。

Analysis on Market Competitive State of Shandong Inbound Tourism Based on Boston Matrix

By means of Boston Matrix Model, source market and destination market of Shandong inbound tourism are separately divided into four categories： cash cows, stars, problem children and dogs. Correspondingly, the article analyses their characters and development strategies. Finally, the article points out that the development of Shandong inbound tourism should start with a variety of initiatives, such as the strengthening of regional cooperation in tourism, improve the comprehensive competitiveness of tourism; to build tourism products brand and extend tourism industry chain; to strengthen infrastructure construction and improve tourism services; to formulate a wide range of international market development strategy; strengthen international marketing promotion and so on.