旅游营销对城市知名度的作用评析.doc

PAGE PAGE III 旅游营销对城市知名度的作用评析 摘要 我国旅游业经过二十多年的迅速发展，现已初具规模。伴着城市综合实力的增强、环境的改善、各种配套服务设施的逐步完善，城市旅游得到了快速发展。旅游业的大力发展对城市旅游品牌管理与运作水平提出了更高的要求，原有的管理体制和方式已不能很好地适应新的形势。本文首先阐述了城市旅游知名度提升研究的背景及内容，然后分别对城市旅游和知名度的内涵、特征进行了论述，接着分析了影响城市旅游知名度的因素，最后就如何提升城市旅游知名度进行了分析。通过对如何提升城市旅游知名度的研究得出如下结论要提升城市旅游竞争力就必须优化旅游基础设施与城市旅游环境、构筑旅游营销体系、优化旅游基础设施与城市旅游环境、强化人才战略。 关键词：旅游营销；知名度；品牌管理 Abstract China's tourism industry after 20 years of rapid development, is now beginning to take shape. With the enhancement of the comprehensive strength of a city, the improvement of the environment, various ancillary service facilities and gradually improve, city tourism has been rapid development. To develop tourism put forward higher request to the city tourism brand management and operation level, the original management system and mode is unable to adapt to the new situation.This article first elaborated the city tourism brand to enhance the value of the background and contents of the research, and then the connotation of city tourism respectively, and the value of the brand characteristics were discussed, and then analyzed the influence factors of city tourism brand value, the final value is analyzed on how to enhance the city tourism brand price.Through the study on how to promote the city tourism brand value reached the following conclusions to promote the city tourism competitiveness must optimize the tourism infrastructure construction and city tourism environment, tourism marketing system, optimize the tourism infrastructure and city tourism environment, strengthen the talent strategy. Keywords: Tourism marketing; visibility; brand management 目 录 TOC \o "1-3" \h \z \u 摘要 I Abstract II 前言 1 第一章 文献综述 1 1.1城市旅游的定义 1 1.2旅游营销的定义 1 1.3知名度的定义 2 第二章 旅游营销对城市知名度的影响因素 2 2.1旅游产品结构和体系有待完善 2 2.2旅游品牌形象与营销力度有待加强 3 2.3配套设施及服务功能有待完善 3 2.4缺乏中高级旅游人才 3 第三章 提升城市知名度旅游营销策略分析 4 3.1. 优化旅游产品体系 4 3.1.1.优化旅游产品结构体系 4 3.1.2.培育和创新旅游精品 4 3.1.3.加强特色旅游商品开发 4 3.2构筑旅游营销体系 5 3.2.1加强城市旅游