西安理工大学工商管理硕士专业学位论文 the extension of cultural and creative products, refining the product price system, ensuring efficient and diversified marketing channels, strengthening the use of experience marketing mode, etc. The guaranteemeasures are analyzed from the perspectivesof establishing a complete tourism marketing system, developing online marketing of cultural tourism products, innovating the technology system of tourism product market research and development, and actively recruiting and cultivating effective marketing talents. The significance of this study lies not only in theory to enrich and develop the marketing strategy related research, but also to have certain reference significance and reference value for DT scenic areas cultural product protection and sustainable development, for our country scenic area cultural tourism products marketing out of a "tourism +" integrated development road to lay the good foundation. Key words:Cultural TourismProducts; DT ScenicSpot; MarketingEnvironment; STP Analysis; Product Marketing; Marketing Strategy Optimization III 目录 1 绪论 ......................................................................................................... 1 1.1 研究背景与研究意义 ....................................................................... 1 1.1.1 研究背景 ..................................................................................... 1 1.1.2 研究意义 ..................................................................................... 2 1.2 国内外研究现状 ............................................................................... 2 1.2.1 国外研究现状 ............................................................................. 2 1.2.2 国内研究现状 ............................................................................. 3 1.2.3 文献评述 ..................................................................................... 5 1.3 研究内容与方法 .........