东北冬季乡村旅游市营销的策略建议.docVIP

东北冬季乡村旅游市场营销的策略建议[摘　要] 现代意义的乡村旅游运行实践与理论探索在我国开展有20多年，东北地区冬季的乡村旅游处于开始阶段。目前存在的问题表现为产品和服务雷同、缺乏细分市场对策，营销观念普及率差、渠道少、方法简单，缺乏规划和整体营销策略，游客少、大多数经营者冬半年歇业。企业和农户）、乡村当地居民中的非经营者，以满足接待游客需求为出发点，根据掌握和预测的市场容量、游客需求量及购买力信息，在规划好可持续发展并获益的前提下，有计划地组织经营服务活动，通过相互协调，为实现经营者和当地各方的可持续利益、目标，采取统一或灵活的乡村旅游品策略、价格策略、渠道策略、促销策略等组合策略和方案集合。?策略建议政府发挥领导作用，完善乡村基础设施环境建设，做好市场和产品的细分化、差异化，建设好营销渠道，制定价格要注重长期目标，做好促销等服务。 Rural Tourism in the modern sense, practice and theory of operation carried out to explore more than 20 years in China, Northeast China in winter in the early stages of rural tourism. The performance of the current problems similar to products and services, lack of market segments response, poor penetration marketing concept, fewer channels, the method is simple, lack of planning and overall marketing strategy, fewer tourists, most of the operators out of business in winter. By the participating rural tourism market development, management, operation, marketing, government departments, operators (including business and farmers), rural residents in the non-operators, in order to meet tourists needs as the starting point, based on available and projected market capacity , Tourist demand and purchasing power of information, good planning and sustainable development to benefit the premise, there are plans to organize business service activities, through mutual coordination, operators and local parties to achieve sustainable benefits, objectives, a unified or flexible strategy for rural tourism products, pricing strategy, channel strategy, promotional strategy portfolio strategy and program collection. Strategy recommends that the Government play a leadership role, improve rural infrastructure and environmental construction, good job market and product segmentation, differentiation, and building marketing channels, pricing should focus on long-term goals, do a good job marketing and other services.　　 [关键词]东北冬季；乡村旅游；市场营销；策略建议。 1　乡村旅游市场营销综述与问题引出。 　　乡村旅游是指城市居民以及参加非本地乡村游的非城市居民、外国游客，前往乡村地区尤其是特有的非城市风光的自然环境、人文历