无锡旅游网络营销发展研究--以灵山大佛景区为例

摘要

随着网络技术在社会各个领域的普及，其发挥的作用也越来越大。旅游业的特点使得网络营销理所当然地成为我国旅游企业成功推销旅游产品，获得预期经济效益的重要砝码。无锡灵山大佛景区以规模宏大、文化精深和意境空灵的佛教主题为特色，吸引了国内外众多游客前来游玩。但是，和其他著名景区相比，灵山大佛还存在较大差距，需进一步提升景区层次，加大营销力度，以获取更大的市场份额。目前，灵山景区的发展已经进入成熟阶段，传统营销投入较大，难以预估效果。本文通过文献检索法、理论与实践相结合的方法分析了灵山大佛网络营销现状及存在的主要问题，并提出了具体的实施策略%With the popularity of network technology in every field of the society, the role of network technology is becoming more and important. The characteristics of tourism industry makes network marketing an important means for tourism enterprises to market tourism products and gain the expected economic benefit. Featured by large scale, profound culture, intangible artistic conception, Wuxi Lingshan Buddha scenic spot has attracted many tourists from home and abroad. But compared with other famous scenic spots, there is still large room for Lingshan Buddha to further promote the scenic area and increase the intensity of marketing, in order to get a bigger share of the market. At present, Lingshan scenic area's development has entered a mature stage.The traditional marketing investment is larger and it is difficult to estimate the effect. Through literature research, combination of theory and practice method, this article analyzes the marketing situation and main problems of Lingshan Buddha and puts forward the specific implementation strategy.