| 鄂尔多斯旅游营销现状与战略选择 |
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| 引用本文： | 秦兆祥,张薇. 鄂尔多斯旅游营销现状与战略选择[J]. 内蒙古师范大学学报(哲学社会科学版), 2011, 40(5): 127-130 |
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| 作者姓名： | 秦兆祥 张薇 |
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| 作者单位： | 内蒙古师范大学旅游学院,内蒙古呼和浩特,010022 |
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| 基金项目： | 2008年内蒙古师大科研基金产学研项目; 2009年内蒙古教育厅社科项目“鄂尔多斯文化旅游业发展模式研究”(项目编号分别为:CXY08001、NJ09030)研究成果 |
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| 摘 要： | 鄂尔多斯旅游业发展迅速，旅游营销初见成效，客源市场日趋扩展。但长期以来，旅游营销创意含量低、协作不够、投入不足、受旅游要素建设制约严重等问题困扰着旅游营销的进一步深入。实施整合营销与品牌带动战略，加强旅游目的地公共营销组织整合、旅游要素优化整合、旅游品牌形象整合、区域旅游营销整合。以城市形象品牌为旅游导向、景区支撑品牌为带动核心、产业示范品牌为行业领军，可以实现鄂尔多斯旅游营销的大发展和新跨越。
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| 关 键 词： | 鄂尔多斯 旅游营销 整合营销 品牌带动 |
Ordos Tourism Marketing Situation and Strategic Choice |
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| QIN Zhaoxiang,ZHANG Wei. Ordos Tourism Marketing Situation and Strategic Choice[J]. Journal of Inner Mongolia Normal University (Philosophy & Social Science), 2011, 40(5): 127-130 |
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| Authors: | QIN Zhaoxiang ZHANG Wei |
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| Affiliation: | QIN Zhaoxiang,ZHANG Wei(Tourism College,Inner Mongolia Normal University,Hohhot,Inner Mongolia,China 010022) |
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| Abstract: | With the rapid development of Ordos tourism industry,tourism marketing have achieved initial success and passenger origin have expanded gradually.But there are some serious problems restrict the development of tourism marketing,such as low of creative content in tourism marketing,lack of collaboration,shortage of investment and so on.To realize the development and new span of Ordos tourism marketing,we should do some thing like these: strengthening public marketing organization integration in tourism destin... |
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| Keywords: | Ordos Tourism marketing Integrated marketing Brand driving |
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