| 苏南地区乡村旅游客源市场分析与营销策略 |
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| 引用本文： | 董正秀, 周晓平,. 苏南地区乡村旅游客源市场分析与营销策略[J]. 华东经济管理, 2010, 24(12): 1-4,28. DOI: 10.3969/j.issn.1007-5097.2010.12.001 |
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| 作者姓名： | 董正秀 周晓平 |
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| 作者单位： | 1. 南京铁道职业技术学院,江苏,南京,210015
2. 江苏省旅游局,江苏,南京,210003 |
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| 基金项目： | 江苏省教育厅哲学社会科学研究资助项目(07SJB790018) |
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| 摘 要： | 通过市场调研，分析了苏南地区乡村旅游客源市场结构特征、乡村旅游者出游行为特征和乡村旅游产品、产品线等。研究结果表明，苏南地区乡村旅游客源市场以近距离为主，本地居民和上海、南京等大城市居民构成一级客源市场，社会中上层群体、家庭、城市学生和城市离退休人员是苏南地区乡村旅游4类重点细分市场，对此提出相应的营销组合策略、品牌策略、产品促销与创新等策略。
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| 关 键 词： | 乡村旅游 客源市场 营销组合策略 |
Analysis of Tourists Source Market and Marketing Strategy of Rural Tourism in Southern Jiangsu Province |
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| DONG Zheng-xiu; ZHOU Xiao-pin. Analysis of Tourists Source Market and Marketing Strategy of Rural Tourism in Southern Jiangsu Province[J]. East China Economic Management, 2010, 24(12): 1-4,28. DOI: 10.3969/j.issn.1007-5097.2010.12.001 |
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| Authors: | DONG Zheng-xiu ZHOU Xiao-pin |
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| Affiliation: | 1.Nanjing Instituite of Railway Technology; Nanjing 210015; China; 2.Jiangsu Tourism Bureau; Nanjing 210013; China |
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| Abstract: | Through market research,this paper analyzes characteristics of market structure of the rural tourism in southern Jiangsu,rural tourists travelling behaviors,rural tourism products and product line and so on.The research indicates that rural tourist resource market focus on customers from nearby regions,in which,local citizens together with customers from Shanghai and Nanjing constitutes the primary tourist source markets;middle and upper-class group,family,urban students and urban citizens for retirees are... |
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| Keywords: | rural tourism tourist market marketing mix strategy |
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