摘要
摘要
随着中国国力和经济水平的不断提升，旅游业也因消费者出行度假热情的高
涨逐渐发展成为我国的重要产业之一。过去人们外出旅游时大多通过旅行社了解
景点，信息获取的渠道和选择的空间都相对受限，中国步入互联网时代后，旅游
目的地和出行方式的选择也灵活多样起来。互联网成为旅游业发展的重要载体之
一，二者彼此成就、相互促进，“互联网+旅游”的时代已经到来。尤其是当下
疫情防控工作已形成常态化，“互联网+”的应用对于景区的经营活动更不可或
缺。基于此，本文以 BY景区为研究对象，探讨在“互联网+”背景下如何进行
营销策略的优化设计，帮助 BY景区走出困境，进入良性发展的轨道。
BY景区是国家 5A级旅游景区，地理位置为河南省洛阳市西南部山区，虽
然该景区拥有众多开发较为完善的自然旅游资源，但是由于景区市场营销依赖线
下旅行社、代理商渠道，思维固化，忽略了品牌建设和散客市场的持续开发，加
上缺乏有效的价格机制和宣传手段，不仅导致了市场整体萎缩，也影响了景区的
可持续发展。由此笔者针对性的提出借助“互联网+”这一新思路改变景区传统
的营销策略，首先利用访谈调查、网络文本挖掘方式获取的景区欧亿·体育（中国）有限公司结合
PEST、SWOT分析法，阐明 BY景区现状、所处环境和面临的各项挑战。其次
通过对比国内其他景区较先进的“互联网+”旅游营销策略，联系前文的各项分
析内容，对 BY景区原有 4P营销策略的问题逐一归纳总结。最后在明确市场定
位的前提下针对前文各项问题的分析结论提出相应的优化策略建议，对构建“互
联网+”产品策略、价格策略、渠道策略和促销策略的方式进行了详细介绍：产
品策略方面以品牌营销和产品多样化策略为主；价格策略以调整规范线下代理价
格、优化设置网络平台价格为主；渠道策略以完善景区官方网络平台、充分利用
OTA平台、推出自有 App服务平台和开拓直播销售渠道为主；促销渠道以合理
利用网络新媒体、策划创新性活动、公共关系推广活动为主。希望通过本文策略
优化建议可以促使 BY景区转变发展思路和方向，得以在激烈的市场竞争中获得
一席之地。
关键词：“互联网+”；旅游市场营销；旅游景区；营销策略
论文类型：应用类
选题来源：其他
I

ABSTRACT
ABSTRACT
With the secular growing national and economic power of China, the tourism
industry has gradually developed into one of China's important industries, due to the
rising enthusiasm of consumers for travel and vacation. In the past, people mostly used
travel agencies to learn about scenic spots when they travelled. The channels for
information acquisition and the space for choice were relatively limited. After China
entered the Internet age, the choice of tourist destinations and travel methods became
more flexible and diverse. The Internet has become one of the important carriers for
the development of tourism. The two achieve and promote each other. The era of
“Internet + Tourism” has arrived. In particular, the current epidemic prevention and
control work has become normalized, and the application of “Internet+” is even more
indispensable for the business activities of scenic spots. Based on this, this article takes
BY scenic spot as the research object, discusses how to optimize the marketing
strategy design under the background of “Internet+”, and help BY scenic spot get out
of the predicament and enter the track of healthy development.
BY scenic spot is a national 5A-level tourist attraction. It is geographically
located in the mountainous area in the southwest of Luoyang, Henan Province.
Although the scenic spot has many well-developed natural tourism resources, its
marketing relies on offline travel agencies and agent channels, and its thinking is
solidified. Ignoring the brand building and the continuous development of the
individual market, coupled with the lack of effective price mechanisms and publicity
methods, not only led to the overall shrinkage of the market, but also affected the
sustainable development of the scenic spot. Therefore, the author specifically proposes
to change the traditional marketing strategy of the scenic spot with the new idea of
“Internet +”. Firstly, use the information of the scenic spot obtained by interviews and
surveys and network text mining methods combined with PEST and SWOT analysis
methods to clarify the current situation, environment and challenges faced by the BY
scenic spot. Secondly, by comparing the more advanced “Internet+” tourism marketing
strategies of other scenic spots in China, contact the previous analysis, the problems of
the original 4P marketing strategy of BY scenic spot are summarized one by one.
Finally, on the premise of clear market positioning, corresponding optimization
strategy suggestions are put forward based on the analysis conclusions of the previous
III

ABSTRACT
issues, and the method of constructing “Internet+” product strategy, price strategy,
channel strategy and promotion strategy is introduced in detail: product strategy focus
on brand marketing and product diversification strategies; price strategy focuses on
adjusting and regulating offline agency prices and optimizing the setting of network
platform prices; channel strategy focusing on improving the BY scenic spot network
platform, making full use of the OTA platform, launching its own App service platform
and Mainly develop live sales channels; sales promotion channels are mainly based on
rational use of new online media, planning innovative activities, and public relations
promotion activities. It is hoped that through the strategic optimization suggestions in
this article, the BY scenic spot can change its development thinking and direction, and
gain a place in the fierce market competition.
KEY WORDS: “Internet+”; Tourism marketing; Tourist attractions; Marketing
strategy
Dissertation Type: Applied Research
Subject Source: Others
IV
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