I南粤古驿道“研学游”营销策略研究内 容 摘 要南粤古驿道沿线具有丰富的优秀传统文化资源和自然景观，具有综合开发利用的价值。“研学游”校外教育是通过观览体验的方式，提升学生对外界的认识和综合素质能力。本文通过研究南粤古驿道资源开发过程中古驿道“研学游”实践探索的现状，主要从分析南粤古驿道“研学游”的市场化推广过程中营销策略的优势和劣势，现状阐述、原因分析和解决对策开展。从南粤古驿道、“研学游”和双方协同发展现状进行深度分析，了解目前存在的状况。分析南粤古驿道“研学游”营销策略中产品的发展模式、品牌推广、整合营销存在的问题及原因分析从提升产品文化内涵、打造特色品牌、多元化营销渠道、产业协作创新、结合政策推进提出解决对策，更好地促进南粤古驿道“研学游”营销策略的建议。关键字：南粤古驿道；研学游；营销策略 IIResearch on the Marketing Strategy of "Study Tour" on the ancient Post Road in NanyueAbstractAlong the ancient post road in south Guangdong, there are abundant excellent traditional cultural resources and natural landscapes, which have the value of comprehensive development and utilization. "Study tour" out of school education is to improve students' understanding of the outside world and their comprehensive quality through the way of viewing experience. This paper studies the current situation of the practice and exploration of "research and learning tour" in the development process of ancient post road resources in south Guangdong, mainly analyzes the advantages and disadvantages of marketing strategies in the marketing promotion process of "research and learning tour" in ancient post road in south Guangdong, expounds the current situation, analyzes the causes and carries out the solutions. From the ancient post road of south Guangdong, "research and study tour" and the current situation of collaborative development of both sides, we can understand the current situation. This paper analyzes the developm...
