| （湖南工业大学 体育学院，湖南 株洲 412007） 摘 要：借鉴STV营销三角模型，在分析湖南体育旅游产品开发与营销存在问题的基础上，从体育旅游产品的战略形象设计、形象塑造策略以及价值驱动3个方面分析湖南体育旅游产品的开发与营销，认为在营销战略上应完善体育旅游产品的开发模式，关注目标市场选择，制定旅游规划；在开发和营销策略上，应注意产品的差异化及优化组合；在营销价值上，应重视突出湖湘文化及体验经济的开发。 |
CAO Gang，PENG Yan-jun
| （School of Physical Education，Hunan University of Technology，Zhuzhou 412007，China） Abstract: By referring to the STV marketing delta model, and on the basis of analyzing problems existing in the development and marketing of sports tourism products in Human, the authors analyzed the development and mar-keting of sports tourism products in Hunan in such 3 aspects as strategic image design, image building strategies and value drive for sports tourism products, and put forward the following opinions: in terms of marketing strategies, we should perfect sports tourism product development modes, focus on target market selection, establish tourism plans; in terms of development and marketing, we should pay attention to product differentiation and optimized combina-tion; in terms of marketing value, we should focus on highlighting its value and the development of Hunan culture and experience economy. |
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