对桂林旅游市场营销的探讨

尽管桂林的旅游业取得了辉煌成就,但在实际运作当中,桂林旅游市场的营销理念和模式仍处于相对落后的层次,主要表现在盲目削价竞争,营销短视现象突出,对游客的市场细分工作欠缺,粗放的旅游增长模式与营销观念的滞后,缺乏竞争优势,旅游品牌意识淡薄,旅游信息传递渠道不健全,旅游市场营销科技含量低,旅游形象的塑造和宣传力度不够等方面。应更新旅游营销理念,创新旅游营销组合,完善顾客服务及投诉体系,对旅游形象进行战略性策划。

Discuss the traveling marketing of Gui lin

Although Guilin's tourism has obtained the magnificent achievement, but in the actual operation, the Guilin traveling marketing idea and the pattern still was in backwardness, mainly displayed is cutting prices to compete blindly, the marketing superficiality phenomenon was prominent, was short of to tourist's market segmentation work, the extensive traveling growth pattern and the marketing idea lag, lacked the competitive advantage, traveling brand consciousness is light, the transmission channel of tour information was not perfect, the traveling market marketing technology content was low, traveling vividly mold and propaganda dynamics insufficient and so on aspects. Should renew the traveling marketing idea, the innovation traveling marketing combination, the perfect customer service and the suit system, carry on the strategic plan to the traveling image.