SWOT分析视域下醴陵红官窑工业旅游发展研究

醴陵红官窑有着深厚的文化底蕴、辉煌的历史以及釉下五彩的经典工艺,2004年醴陵红官窑陶瓷生产基地又成为国家旅游局公布的首批全国工业旅游示范点之一,这些都为醴陵红官窑发展工业旅游打下了良好基础。运用SWOT分析方法,对醴陵红官窑发展工业旅游的环境进行了综合分析,在此基础上,认为醴陵红官窑应在工业旅游品牌形象塑造、产品设计、情感营销、联合开发以及优化管理等方面加大开发力度,以促进其可持续发展。

STUDY ON THE INDUSTRIAL TOURISM DEVELOPMENT IN RED OFFICIAL KILN PORCELAIN INDUSTRY LIMITED COMPANY WITH SWOT PERSPECTIVE

There are firm basis for Hunan Liling red official kiln porcelain industry limited company to develop the industrial tourism： deep cultural details, glorious history, the classic technique of Under-glaze color porcelain. It won the first group of national industrial tourist in 2004. With the method of SWOT, this article analyzes the strengths, weakness, opportunities and threats in its industrial tourism development and probes its strategies in branding, design of products, emotional marketing, joint development and optimal management and so on.