边缘型古镇旅游市场营销的SWOT分析——以湘西芙蓉镇为例

吉首大学学报（社会科学版） ›› 2011, Vol. 32 ›› Issue (2): 103-106.

边缘型古镇旅游市场营销的SWOT分析——以湘西芙蓉镇为例

　(吉首大学商学院，湖南吉首 416000)

出版日期:2011-03-15 发布日期:2012-03-11
作者简介:张怀英（1980-），女，湖南衡阳人，硕士，吉首大学商学院讲师。
基金资助:
湖南省社科规划基金项目（2010ybb280）

SWOT Analysis of Tourism Marketing on Marginal Ancient Town——A Case Study in Furong Town of Xiangxi

(Business College，Jishou University,Jishou,Hunan 416000,China)

Online:2011-03-15 Published:2012-03-11

摘要/Abstract

摘要：芙蓉镇旅游发展的优势比较突出，但劣势也比较明显，在大湘西新一轮旅游产业发展与旅游宣传的机遇下，芙蓉镇旅游市场明确自己的市场地位，与周边景点建立合作共赢的关系，通过多方筹资，科学合理地对旅游资源进行全方位、多层次的递进开发和深度开发，从而彻底改变在夹缝中生存的尴尬境地。

关键词： 边缘型古镇, 旅游市场营销, SWOT分析

Abstract: The superiority of Furong town tourism development is more outstanding,but its disadvantage is obvious.Under a new opportunity of tourism industry and tourism promotion in west Hunan,Furong town clears tourism market position,and builds win-win relationships with surrounding attractions.Especially,through many channels of fund-raising,scientifically and reasonably developing tourist resources in an all-round and a multi-level depth to completely change the embarrassed situation that surrounded by the mighty tourism attractions.

Key words: marginal ancient town, tourism marketing, SWOT analysis

张怀英. 边缘型古镇旅游市场营销的SWOT分析——以湘西芙蓉镇为例[J]. 吉首大学学报（社会科学版）, 2011, 32(2): 103-106.

ZHANG Huai-Ying. SWOT Analysis of Tourism Marketing on Marginal Ancient Town——A Case Study in Furong Town of Xiangxi[J]. Journal of Jishou University（Social Sciences）, 2011, 32(2): 103-106.