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| “互联网+”背景下北京乡村旅游营销发展对策研究 |
| Research on the Current Situation and Countermeasures of Rural TourismMarketing Development in Beijing in the Context of the"Internet +" |
| 投稿时间：2018-07-13 |
| DOI： |
| 中文关键词: 乡村旅游 旅游营销 “互联网+” |
| 英文关键词: rural tourism tourism marketing Internet+ |
| 基金项目:北京农业职业学院人文社科研究基金项目(XY-SK-18-01) |
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| 中文摘要: |
| 在“互联网+”背景下，北京乡村旅游迎来了前所未有的发展机遇，但也逐渐暴露出一些不容忽视的问题，如网络信息化投入不足、营销不注重市场细分、营销渠道单一、营销内容真实度较低、旅游平台缺乏共识、专业人才匮乏等。为此,提出北京乡村旅游营销发展的对策建议:一是加大网络信息化投入，增强网站建设水平；二是准确定位乡村旅游市场，不断提升营销的精准性；三是利用新旧媒体，不断拓展营销渠道；四是诚信经营，打造VR营销新模式；五是企业强强联手，搭建旅游宣传共享合作平台；六是加强人才培养力度，夯实人才储备。 |
| 英文摘要: |
| In the context of "Internet +", Beijing's rural tourism has ushered in an unprecedented
development opportunity, but some problems that cannot be ignored have been gradually exposed, such as
insufficient investment in network information, insufficient attention to market segmentation in marketing,
single marketing channel, relatively untrue marketing contents, lack of consensus on the tourism platform,
and lack of professional talents. To this end, the countermeasures and suggestions for the development of
rural tourism in Beijing are put forward: the first is to increase investment in the network information and
enhance the construction of websites; the second is to accurately position the rural tourism market and
constantly improve the accuracy of marketing; the third is to use both new and old media to constantly
expand the marketing channels; the fourth is to have honesty operation and create new VR marketing
mode; the fifth is to cooperate with enterprises to establish a shared and cooperative platform to promote
tourism; and the sixth is to strengthen the cultivation of talents and enhance the reserve of talents. |
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