广东新会圭峰山风景名胜区旅游发展的SWOT分析

基于企业营销策略SWOT分析方法，对广东新会圭峰山风景名胜区目前存在的优势与劣势进行详细的定性分析，并确定其在发展过程中可能遇到的机遇和挑战。分析结果表明，景区具有“近市”区位与资源丰富等优势，但也存在宣传不足、保护不周与管理不善等方面的劣势。因此景区如何抓住侨乡故里情结浓、葵乡文化集聚与政府支持等机遇，迎接住来自附近景区竞争压力与城镇经济落后的挑战，发挥优势，避开劣势，树立形象，打响品牌是目前景区旅游发展中面I临的重大问题。对此提出圭峰山风景名胜区旅游发展的四大战略，如打造特色文化生态旅游品牌，推行五邑联游，制定优惠政策，实施规范化管理等。

THE SWOT ANALYSIS OF THE TOURISM DEVELOPMENT OF THE GUIFENG MOUNTAIN SCENIC SPOT

The strengths, weaknesses, Mountain Scenic Spot is studied based on be indicated that next to the centre of the opportunities and the threats of the tourism development of the Guifeng SWOT analysis which is used in enterprise distribution. The result can city and the enriched tourism resources is the strengths of the Guifeng Mountain Scenic Spot, and the insufficient propagandizer, the culpable protection and the disordered management is its weaknesses. So how to grasp the opportunities and to be up against the threats to build up the image and mold the famous tourism brand is the significant thing in the tourism developing process of the Guifeng Mountain Scenic Spot. To solve these problems, some pieces of strategy and advice are put forward, such as building up the characteristic culture ecotourism brand, carrying out the territorial integrated tourism, establish the preferential policy, implementing the normative management and so on.