目录摘要....................................................................................................................................1ABSTRACT..........................................................................................................................2一、引言................................................................................................................................3（一）研究背景和意义........................................................................................................3（二）文献综述....................................................................................................................3（三）研究内容和方法........................................................................................................5二、平遥古城旅游业发展现状............................................................................................5（一）平遥古城概况............................................................................................................5（二）平遥古城旅游业概况................................................................................................5三、平遥古城旅游营销的SWOT分析..............................................................................6（一）平遥古城的优势........................................................................................................6（二）平遥古城的劣势........................................................................................................6（三）平遥古城的机会........................................................................................................6（四）平遥古城的威胁........................................................................................................7四、平遥古城旅游存在的问题............................................................................................7（一）旅游资源同质化严重................................................................................................7（二）文化内涵挖掘不够....................................................................................................7（三）文化营销促销力度不够............................................................................................7（四）旅游文化营销人才缺乏............................................................................................8五、问卷设计及数据分析....................................................................................................8（一）问卷设计....................................................................................................................8（二）数据分析....................................................................................................................8六、平遥古城旅游文化营销策略改进建议......................................................................10（一）产品组合优化策略..................................................................................................10（二）产品品牌策略..........................................................................................................10（三）宣传推广策略..........................................................................................................11七、结论...........................................................................................
