I摘 要近年来随着各方面政策、形势的重大变化，旅游业越来越成为第三产业中的龙头产业。作为引擎产业，旅游业不仅带动了国民经济的发展，还拉动了就业。其中，基于文化、观光等丰富资源的旅游景区的开发成为了各地政府占据旅游市场，促进经济发展的重要途径。本文在相关旅游营销理论的支撑下，综合分析了鱼邱湖景区的营销现状，并运用SWOT 分析法，对鱼邱湖景区的内外部环境进行了详细研究，发现鱼邱湖景区营销中所存在的问题，并提出了相应的营销建议。希望能够改善鱼邱湖景区文化主题不突出、服务体系不完善、缺乏整合观念以及宣传手段落后等问题，并希望其能够伴随消费升级对景区的长远规划有一定的启示作用。关键词：鱼邱湖景区；旅游营销；消费；资源IIAbstractIn recent years,with the major changes in policies and situations in various fields,tourism is becoming increasingly the leader of the third industry.As an engine industry,tourism has not only moved the national economy,but alsopromoted empolyment.Among them,the development of tourism scenic spots based on rich resources such as culture and sightseeing,has become an important way for local governments to occupy the tourism market and drive economic development.In this paper,relevant tourism marketing theorises are used to analyze comprehensively the current marketing situation of Yuqiu Lake Scenic Spot,and make a study in detail of the internal and external environment about it,using the theory of SWOT analysis.And some problems,such as the indistinct cultural theme of Scenic Spot,incomplete service system, lack of integration concept,backward propaganda methods and so on,are found.In order to improve it and have some certain enlightenment to the long-term planning of the Scenic Spot tourism along with consumption upgrade,some corresponding marketing suggestions are put forward.Keywords:Yuqiu Lake Scenic Spot;Tourism Marketing;Consumption;Resource目 录摘 要...............................................
