基于SWOT分析的菏泽市旅游产业发展营销策略研究

菏泽历史悠久,文化底蕴深厚,是我国著名的牡丹之乡、书画之乡、戏曲之乡和武术之乡。在旅游产业发展方面,菏泽市具有的优势是旅游资源比较丰富,历史文化积淀深厚,生态休闲旅游资源独具特色;存在的劣势是发展旅游业的意识落伍,龙头旅游资源季节性强;面临的机遇是文化旅游、生态旅游和休闲旅游成为热点;面对的威胁是来自国内、国际旅游市场的竞争压力。大力发展菏泽市旅游产业,应强化旅游产业意识和旅游可持续发展意识,制定科学的旅游产业发展总体规划,加强对旅游业的管理,提高旅游从业人员的素质,构筑旅游产业链群,开展多元化融资,加强区域旅游市场整合营销,促进区域旅游经济快速、健康、持续发展。

A SWOT Analysis of Marketing Strategies in Developing Tourism Industry in Heze

Heze has a long history and profound cultural deposits,famous as the home to peony,painting and calligraphy,traditional opera and martial arts.In developing tourism industry,Heze has its strengths in terms of rich tourism resources,deep historical and cultural accumulation,and unique ecological leisure tourism resources.Its weaknesses are the lagging awareness in developing tourism industry and seasonal leading tourism resources.When it sees the opportunity of the popularization of cultural,ecological,and leisure tourism,it also faces competition of domestic and abroad markets.To vigorously develop the tourism industry in Heze,the government should strengthen the industrial awareness and sustainable development awareness,formulate scientific comprehensive planning for tourism industry,enhance the management of the industry,promote the quality of practitioners,build industrial chain groups,diversify financing channel,and strengthen the integrated marketing of the regional tourism market so as to accelerate the rapid,healthy and sustained development of regional tourism economy.