武功山国内客源市场分析与营销策略

武功山拥有丰富的自然生态旅游资源:山体雄秀兼备,高山草甸具有塞外的风情,瀑布众多,水景丰富,云海、日出等气象景观瑰丽多姿,森林覆盖率高,生态环境优良等等。同时武功山景点的分布也比较集中,具备发展旅游的可行性基础。文中通过分析抽样问卷调查所获得的有效问卷,总结出了武功山国内客源市场的特征,将其核心客源市场定位于江西本省客源市场和邻近省市客源市场的家庭游客群体、学生群体、小康群体、散客群体和离退休游客群体。根据客源地细分市场和人口统计细分市场的特点,认为武功山应采取差异性的营销策略,综合地运用产品策略、价格策略、促销策略和销售渠道策略,同时也要注重关系营销和内部营销。

Tourism Marketing for the Wugong Mountain in Jiangxi Province

Situated in the west of Jiangxi Province,the Wugong Mountain is abundant in ecotourism resources.In the paper,the characteristics of the tourism market for the mountain are analyzed by using the questionnaire data.It is shown that most of the tourists are from Jiangxi province itself and the neighboring provinces.The middle aged and the younger tourists are the majority of the tourists who are mostly students,managers of enterprises,working personnel of the government and scientists,The tourists are rarely organized into groups,and most of them are male.According to the investigation,the target market for the tourism in the Wugong Mountain can be positioned on the following groups: the families,students,the well-to-do people,and the retirees,as well as those who do not participate in the teams organized by travel agencies. The marketing strategies about product,price,promotion and sale channel are discussed.