平遥古城旅游市场营销策略研究论文论文.doc

Abstract
Pingyao Ancient City is located in the center of Shanxi province, the
pletely maintained county town of Ming— Qing Dynasty period ,
is the first world cultural heritage and full of history and culture city in
Shanxi Province .Tourism field is defined as the leading estate , one of the
most priority estates in the whole province during the period of Industrial
restructuring in the tenth-fifth-year plan(2000-2005), brings the tourism to
a prosperous development promptly in Shanxi province. Pingyao Ancient
City’s unique historical culture charm inserted vigorous powers into the
development of Shanxi province. As a result, it became one of the touring
spots in the whole province and has made great achievements. Meanwhile,
compared with Lijiang Ancient City— the world cultural heritage, the field
of the tourist receptions and e in Pingyao Ancient City’s are much
lower than it. According to it, this thesis applies for the theory about
tourism marketing sales and analyzes the present situation in Pingyao
Ancient City, pointing out some existing problems, such as lags in
marketing concept, the management of touring spot in work and
the strategies are imperfect at the touring enterprise. And being lack of
studying in marketing tactics, which is the main cause to restrict the
tourism d evelopment in Pingyao Ancient City .On the basis of it, the thesis
is aimed at the existing problems and put forward some principles which is
conformed

in

the

tourism

development

in

Pingyao

Ancient

City,
distinguishing the market carefully and offering the target of marketing
option that is to offer some beneficial references for the tourism
development in Pingyao Ancient City better and prompter to a certain
degree.
【Key words】Pingyao Ancient City
marketing tactics

tourism marketing

marketing analysis



山西财经大学
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