文化营销在开封市旅游业中的应用探讨
摘 要
开封，古称老丘、大梁、陈留、汴州、东京、汴京、汴梁等，简称汴，河南省下辖地级市，地处中原腹地、黄河之滨，西与省会郑州毗邻，东与商丘相连，南接许昌和周口，北隔黄河与新乡相望。开封是首批国家历史文化名城、中国五大古都之一、著名的八朝古都。截至2017年，开封市总面积6266平方公里，辖5个市辖区、4个县，常住人口454.93万人。 开封具有“文物遗存丰富、城市格局悠久、古城风貌浓郁、北方水城独特”四大特色，迄今已有4100余年的建城史和建都史，先后有夏朝，战国时期的魏国，五代时期的后梁、后晋、后汉、后周，宋朝，金朝等朝代相继在此定都，素有八朝古都之称，孕育了上承汉唐、下启明清、影响深远的“宋文化”。 开封是世界上唯一一座城市中轴线从未变动的都城，城摞城遗址在世界考古史和都城史上少有。宋朝都城东京城是当时世界第一大城市。开封是清明上河图的创作地，有着“琪树明霞五凤楼，夷门自古帝王州”、“八荒争凑，万国咸通”、“汴京富丽天下无”、“东京梦华”的美誉。文化旅游不仅可以增强产品吸引力，提高经济效益，还可大力弘扬目的地文化，让更多的人真正了解旅游地，让当地文化得以传承。开封市历史悠久，原始社会已有先民在此繁衍生息，其文化气息浓厚，文化旅游资源丰富，具有很大的发展潜力。但开封市文化旅游发展却很缓慢，而且旅游景点名气不大，综合原因除了开发力度小和政府不够重视等，还有就是没有相对的营销策略。长此以往，会逐渐失去本地的一些特色文化，造成不可挽回的文化创伤。针对开封市文化旅游资源现状、营销现状以及营销问题，分析开封市文化旅游发展的合理的营销策略，相信能为开封文化旅游发展提供一定的理论依据。
【关键词】开封市 文化旅游 营销 策略
Abstract
Kaifeng, formerly known as Laoqiu, Daliang, Chenlu, Bianzhou, Tokyo, Bianjing, Bianliang, etc., is a prefecture-level city in Henan Province. It is located in the hinterland of the Central Plains and the shore of the Yellow River. It is adjacent to Zhengzhou in the west, Shangqiu in the east, Xuchang in the south, Zhoukou in the north and Xinxiang in the north. Kaifeng is one of the first batch of famous national historical and cultural cities, one of the five ancient capitals of China and the famous ancient capital of the Eight Dynasties. As of 2017, Kaifeng has a total area of 6,266 square kilometers, which covers five municipal districts and four counties, with a permanent population of 4,549,300. Kaifeng has four characteristics: rich cultural relics, long urban pattern, rich ancient city style and unique northern water city. So far, it has more than 4100 years of history of city building and capital building. It has successively the Xia Dynasty, the Warring States period of Wei, the Five Dynasties of Hou Liang, Hou Jin, Hou Han and Hou Zhou, the Song Dynasty, the Jin Dynasty and other dynasties in this capital, known as the ancient capital of the eight dynasties, bred the inheritance of Han and Tang Dynasties. "Song Culture" with far-reaching influence in the Ming and Qing Dynasties. Kaifeng is the only city in the world whose central axis has never changed. The ruins of Chengqi City are rare in the world's archaeological history and capital history. The capital of the Song Dynasty, Tokyo, was the largest city in the world at that time. Kaifeng is the creation site of Shanghe Tu in Qingming Dynasty. It has the reputation of "Qishu Mingxia Wufeng Tower, Yimen since ancient imperial prefecture", "Eight wastes scrambling together, Xiantong in all countries", "Bianjing is beautiful all over the world" and "Tokyo Menghua". Cultural tourism can not only enhance product attraction and economic benefits, but also vigorously promote destination culture, so that more people really understand the tourist destination, so that local culture can be inherited. Kaifeng City has a long history. The ancestors of primitive society have multiplied here. It has a strong cultural flavor, rich cultural tourism resources and great potential for development. However, the development of cultural tourism in Kaifeng City is very slow, and the tourist attractions are not well-known. The comprehensive reason is that there are no relative marketing strategies besides the small development efforts and the lack of attention from the government. In the long run, it will gradually lose some of the local characteristics of culture, resulting in irreparable cultural trauma. Aiming at the present situation, marketing situation and marketing problems of cultural tourism resources in Kaifeng City, this paper analyses the reasonable marketing strategies for the development of cultural tourism in Kaifeng City, and believes that it can provide certain theoretical basis for the development of cultural tourism in Kaifeng City.
[Key words] Marketing strategy of cultural tourism in Kaifeng
目 录
绪论 (1)
一、 开封文化旅游概述 (2)
（一） 文化旅游的内涵 (2)
（二） 开封文化旅游资源现状 (2)
（三） 开封市文化旅游开发现状 (4)
1. 文化旅游开发有限 (4)
2. 文化旅游开发观念落后 (4)
3. 文化旅游资源部分缺乏保护 (5)
4. 文化旅游资源缺乏宣传 (5)
二、 文化营销在开封市旅游业中存在的问题 (5)
（一） 营销产品缺乏 (5)
（二） 营销手段单一，无创新 (6)
（三） 营销范围小 (6)
（四） 形象不鲜明 (6)
（五） 营销目标单一 (6)
三、 开封文化旅游的营销策略 (7)
（一） 优化开发营销产品 (7)
（二） 营销手段创新 (8)
（三） 文化形象创建 (8)
1. 创建开封文化旅游吉祥物 (8)
2. 加强环境建设与维护 (9)
3. 注重服务质量 (9)
4. 注重售后形象的维护 (9)
（四） 加强促销宣传 (9)
（五） 销售渠道多元化 (10)
结论 (11)
参考文献 (12)
致谢 (13)
参考文献
[1] 张姝.文化旅游营销策略研究——以河南省楚文化旅游为例[J]. 荆楚理
学院学报， 2010.01.
[2] 朱红武. 鄂西生态文化旅游圈旅游市场营销策略研究[D]. 华中科学,2012.
[3] 张焱华. 国外影视文化旅游营销运作模式对我国影视旅游发展的影响[D]. 辽宁师范大学, 2008.
[4] 安国山. 延边地区文化旅游营销策略探讨[J]. 生产力研究, 2014, (10).
[5] 张春梅, 冯乃秋, 张桂荣. 城市文化旅游营销策略[J]. 区域经济评论, 2009, (1).
[6] 朱红武. 鄂西生态文化旅游圈旅游市场营销策略研究[D]. 华中科技大学, 2012.
[7] 张玲, 蔡洁, 赵毅等. 论民俗旅游及营销策略[J]. 教师教育学报, 2005.
[8] 华萍. 基于文化旅游视野下的红色旅游营销战略研究[D]. 北京第二外国语学院, 2007.
[9] 陈春华，卢小琴.“鄂西圈”文化旅游联合开发的SWOT分析[D].产业与科技论坛.2012.
[10] 刘永生. 论文化旅游及其开发模式[J]. 学术论坛, 2009, (3):108-112.
[11] 龙媛媛. 河南省文化旅游发展研究 ——以历史文化旅游为案例[D].天
大学，2010.
[12] 杨世尧. 燕赵戏瑰宝—开封武术戏[J]. 新华社，2013.
