旅游产业的发展,极大程度上会带动自然资源的开发与利用、旅游地产、文化传媒、
创汇收入、酒店及旅行社、等旅游相关行业的复苏。自贡市素来以“千年盐都”闻名
于世,盐卤文化与地区特有的恐龙文化、彩灯文化并称为自贡旅游“三绝”,依托优
秀的自然资源和人文资源,2012年自贡市政府开始规划建设卧龙湖国际旅游区。本文
在分析了自贡市特色旅游资源的基础上,针对该景区营销战略问题,先后做了该项目
的SWOT分析、客源市场调研、未来游客量预测、确定发展定位方向、提出发展战
略实施策划、制定营销策略和相关保障措施等研究,以使自贡卧龙湖国际旅游区紧握
十二五”旅游规划契机,实现其旅游健康、快速的发展。

经过对自贡卧龙湖国际旅游区营销战略内容的深入分析,本文的研究结论如下:
首先,在卧龙湖国际旅游区发展定位上应该做到:从总体发展定位上强调养生、
湿地、游戏三业并举,总体定位为“盐湖养生,游戏天堂”,通过发挥自然资源和人
文资源的合力,实现康疗、游戏、休闲和科普教育等基本服务功能;
其次,在卧龙湖国际旅游区旅游发展战略上应该做到:从发展定位层面上,发展
总体定位为“盐湖养生、游戏天堂”;从景区总体发展战略层面上,实行营地功能分
区,打造城市生态名片,走可持续发展道路;从盐卤温泉营地发展战略层面上,立足
打造精品,强化盐文化精神;从城市湿地公园营地发展战略层面上,依托自贡稀有湿
地资源,融入有机农业生态展览与科普教育;从游戏公园营地发展战略层面上,借助
高科技创新游戏功能,渗透游戏文化;从旅游管理服务上,强化企业文化,培养高素
质人才,提高团队服务意识;从景区发展模式层面上,选择旅游+养生发展模式;
最后,在卧龙湖国际旅游区营销策略上应该做到:政府主导景区宣传工作,企业
自营旅游产品;利用自贡文化整合旅游资源;依靠信息科技提高旅游服务档次;塑造
旅游品牌价值,以精品领跑市场;旅游淡季推出特色产品或服务,实行多景区价格联
盟,釆用联票或套票制。

关键词:自贡旅游业;卧龙湖;盐文化;温泉;城市湿地公园;营销策略
Abstract
At the end of 2009, “Opinions on Accelerating the Development of Tourism, No. 41
document of the State Council document was proposed as a new state strategy for tourism
development. This document provided an unprecedented opportunities for the development
of tourism industry. The development of tourism industry often brings the revival of
exploitation, and utilization of natural resources, the recovery of tourism estate industry,
culture and media industry, the promotion of foreign exchange income, the thriving of hotel
and travel agency business, and other related industries . Zigong is always famous for its
tourism resources featured in salt culture, dinosaur culture and lantern culture, based on
which, Wolong Lake International Tourist Zone had started constructing work in 2012.
Based on the analysis of its characteristics of tourism resources in Zigong city, in order to
solve the problem of scenic spot marketing strategy research,this thesis analyses on project
SWOT analysis, travellers survey, tourist quantity prediction, scenic spot direction
determination of future development and market positioning, proposing the development
strategy, making marketing strategy measures and related guarantee measures,etc. All this
work done is to help Zigong Wolong Lake International Tourist Zone to seize the “Tourism
Twelfth Five-Year GuideLine” development opportunity, and to promote rapid tourism
development in Zigong city .
According to the study of marketing strategy of the Zigong Wolong Lake International
Tourist Zone, the thesis comes to the conclusions as following:
First of all, from the development positioning aspect of Wolong lake International
Tourist Zone, the scenic spot should be planned like this: from the overall development
positioning, emphasising on human health, wetland, games, simultaneously, the overall
positioning is Saline Lake will keep you healthy, games paradise will keep you happy,
through the synergy of natural resources and human resources, to realise the basic scenic
spot service functions, such as human health care, leisure games and science education;
Secondly, from the tourism development strategy aspect of Wolong Lake International
Tourist Zone, the scenic spot should be planned like this: from the development positioning
aspect, the overall developmen positioning is Saline Lake will keep you healthy, games
paradise will keep you happy; from the scenic spot strategy implementation aspect,
layouting the camp function zone, creating city ecological card, and taking the sustainable
development road; from the Saline hot spring camp development aspect, focusing on the
hot spring quality, strengthening the cultural spirit; from the city wetland park camp
development aspect, depending on Zigong rare wetland resources, offering the ecological
exhibition of organic agriculture and popular science education; from the game park camp
development aspect, using high-tech to innovate game functions, and to osmosis game
culture; from the tourism service management aspect, strengthening enterprise culture,
improving employees service skills; from the scenic spot development pattern aspect,
selecting the tourism+health development patterns;
Finally, from the tourism marketing stratsegy aspect of Wolong Lake International
Tourist Zone, the scenic spot should be planned like this: government takes main role of
leading scenic spot advertising work, and the enterprise adopts self-management of saleing
tourism products; using Zigong tourism culture to integrate various tourism resources;
depending on the information technology to improve tourism services; building tourism
brand value,and encouraging the competitive tourism products to lead the market; offering
special tourism products or services during tourism off seasons,implementing scenic spot
price union among a number of tourist attractions, and taking the tickets union system as
well.
Keywords: Zigong tourism; wolong lake; salt culture; hot spring;
city wetland park; marketing strategy
第1章绪论
1. 1研究背景
2011年,我国旅游市场平稳较快发展,全年国内出游人数26.4亿人次,比上年
增长13.2%;国内旅游收入19306亿元,比上年增长23.6%; 2011年,四川实现旅游
总收入2449.15亿元,同比增长29.9%,旅游经济呈现稳步高速发展的良好态势⑴。

i■一五期间,旅游年度总收入由期初2007年的1217.74亿元增长至2011年的2448.84
亿元,平均年增长率为14.99%,据《2011年中国旅游市场趋势观察预测研究报告》
预测:2015年,我国旅游业将占国内生产总值的8%;预计到2020年,我国旅游业
将占国内生产总值的11%[2]。

随着我国旅游业市场需求的较快增长,政府对旅游产业支持力度的加强,旅游业
将为各地方GDP增长做出不可估量的贡献。旅游消费的增长,离不开旅行者旅游消
费观念的改变,与国家宏观调控的支持。张辉(2011)谈到对旅行者个体而言,其消
费意识越来越趋于个性化和理性化,旅行体验比以前更注重深度和品质;旅游目的转
变明显,纯观光旅游逐渐向度假消遣旅游过渡;游客消费次数增加,旅游消费由偶然
性支出逐渐向经常性、频繁性支出过渡;商务旅游预订火爆,成为成功人士的工作习
惯;旅游偏好不同往年,主题旅游和文化旅游备受青睐;出游方式灵活多样,旅游套
餐丰富可选[3]。

作为川南中枢地区的自贡市,上世纪80年代初始建了恐龙化石博物馆,90年代
又创建了彩灯博物馆,这些景区享誉省内外,旅游资源的成功开发和旅游文化的迅速
传播,推动自贡第三产业向前稳步发展。2009-2011年间,自贡第三产业增加值远远
超过了第一产业增加值,从98.99亿元增长到222.74亿元[4]。这样的成就离不幵旅游
业所做出的贡献,旅游业它是一个联系着交通运输、咨询信息、文化传播、金融保险、
房产建筑、商业餐饮、科教卫生、体育娱乐等一揽子行业的综合性产业,发展旅游不
仅可以为当地居民打造一个更为适宜的人居环境,也可以提高本地经济发展水平,转
变地区经济发展结构。

如果在自贡卧龙湖国际旅游区建设初期,没有为该景区的发展定位指明方向,对
景区的发展战略进行策略,做出有效的研究和确定,未来对景区的投资和管理经营难
免出现重大失误,从而延迟规划目标的实现。再者周边乐山大佛、峨眉山、务坝古镇
等名牌旅游目的地的激烈竞争,自贡卧龙湖国际旅游区只依靠自然风光的吸引力,远
不能满足日渐苟刻的游客需求,反之,自贡卧龙湖国际旅游区,应该跳出传统旅游资