Research on Product Development Strategy of High-End Tourism-Taking Lijiang as an Example

摘要

This paper puts forward a hierarchical graphic of product development strategy and related assumptions of high-end tourism, according to the product-level theory of modern marketing as well as characteristics of consumers and products. On this basis and through analysing survey data of Lijiang's high-end tourism, the paper also suggests from three levels that how high-end tourist product be developed.