旅游目的地营销潜力评价与策略框架研究

摘要

在全球旅游业进入整合营销和品牌化时代的今天,要想把一旅游目的地成功推向市场,其中较为关键的一环是如何搞好营销.在认真参阅大量专家学者的相关文献资料基础上,考察了牡丹江旅游业发展现状,运用模糊综合评价法对牡丹江旅游目的地营销潜力进行评价.从旅游目的地营销主体、市场分析、旅游目的地形象策划与推广、监控与管理等方面进行分析,构建牡丹江旅游目的地营销策略框架,对牡丹江旅游目的地营销进行系统研究.%Entering the conformity marketing and brand time in the global tourism today, if we want to push to a tourist destination success the market, the more essential link is the marketing. The tourist destination marketing is a complex question;it involves many aspects of the economy, politics, the culture, the psychology, the adver-tisement and so on. This research has referred to the massive experts' related literature material earnestly, inspec-ted the present situation of Mudanjiang tourism. Use the fuzzy comprehensive evaluation method to appraise the Mudanjiang tourist destination marketing potential. Analyzing from the main body of marketing, the market analy-sis, the plan and promotion on tourist destination image, to the monitoring and management, constructs the Mu-danjiang tourist destination marketing strategy frame. Then research the Mudanjiang tourist destination marketing systematically.