曲靖市高原体育旅游产品开发及营销策略分析

曲靖师范学院学报 ›› 2020, Vol. 39 ›› Issue (2): 67-70.

曲靖市高原体育旅游产品开发及营销策略分析

刘亚敏

曲靖师范学院经济与管理学院,云南曲靖 655011

收稿日期:2020-03-11 出版日期:2020-03-26
作者简介:刘亚敏,曲靖师范学院经济与管理学院、思想政治理论课研发中心讲师,云南省中国特色社会主义理论体系曲靖宣传调研基地兼职研究员,主要从事旅游经济、旅游规划与管理研究。
基金资助:
曲靖市哲学社会科学规划领导小组办公室委托项目“习近平新时代中国特色社会主义思想曲靖实践研究”(QJKT202001);2019年云南省教育厅科研项目“乡村振兴视域下云南特色小镇建设问题研究”(2019J0606)。

Analysis on the Development and Marketing Strategy of Sports Tourism Products in Qujing plateau

Liu Yamin

School of Physical Education,Qujing Normal University,Qujing Yunnan 655011,China

Received:2020-03-11 Published:2020-03-26

摘要/Abstract

摘要： 近年来,曲靖各地结合自身产业优势,大力发展高原体育旅游产业,先后开发了水上飞机项目、珠江源徒步赛事等体旅融合的旅游产品,建设马龙旧县高原运动休闲特色小镇,文化+体育+旅游的产品格局逐步显现。但是仍然呈现出发展速度慢、产品体系不健全、营销推广不足等弊病,鉴于此,试图从完善产品开发策略和营销策略两个维度来探讨加强曲靖市高原体育旅游产品的途径。

关键词: 高原体育旅游, 产品开发, 营销策略

Abstract: In recent years, all parts of Qujing have taken advantage of their own industrial advantages to develop plateau sports tourism industry, and have successively developed tourism products that integrate sports and tourism, such as seaplane events, Pearl River source hiking events, etc. , the construction of the Plateau Sports and leisure characteristics of Malone old county town, culture + sports + tourism product pattern gradually emerged. However, there are still some drawbacks, such as slow development, imperfect product system and insufficient marketing and promotion. In view of this, this paper tries to discuss the ways to strengthen the sports tourism products in Qujing plateau from two aspects of perfecting the Product Development Strategy and marketing strategy.

Key words: Qujing, Highland sports tourism, Product development, Marketing strategy

中图分类号:

F592.7

刘亚敏. 曲靖市高原体育旅游产品开发及营销策略分析[J]. 曲靖师范学院学报, 2020, 39(2): 67-70.

Liu Yamin. Analysis on the Development and Marketing Strategy of Sports Tourism Products in Qujing plateau[J]. JOURNAL OF QUJING NORMAL UNIVERSITY, 2020, 39(2): 67-70.

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