阆中古城旅游景区推广策划案作者姓名万乾翠专业班级201108020427指导老师夏燕成摘要此次营销策划案主要介绍了阆中古城的基本现状，如基本情况，营销环境，品牌现状等等；对阆中古城进行了SWOT分析，对它的优势,劣势，机会，威胁，进行了比较全面的分析；通过产品定位以及与相类似的古城进行综合的比较分析，提出了阆中古城的整体开发策略；需要恢复古城面貌，加大宣传，突破传统开发模式，打造全新的古城形象；综合以上的种种情况，阆中实际发展状况，市场状况等等提出了国庆黄金周推广策划方案，包括活动时间，活动内容，前期准备，活动预算。本次策划案提出了自己的见解和意见，对类似的古城开发策划可提供借鉴意义。关键词：阆中古城策划风水旅游景区成都理工大学2015届学士学位设计PromotionplanningcaseLangZhongancientcitytouristattractionsAbstract：ThemarketingplanningcasemainlyintroducedthebasicsituationoftheancientcityofLangZhong,suchasthebasicsituation,marketingenvironment,brandstatus,etc.LangZhongcityhascarriedontheSWOTanalysis,anditsadvantages,disadvantages,opportunitiesandthreats,hascarriedonthecomprehensiveanalysis;Bysimilarancientcitywithproductpositioningandcomprehensivecomparativeanalysis,putforwardtheoveralldevelopmentoftheancientcityofLangZhongstrategy;Comprehensivetheabovesituations,LangZhongactualdevelopmentcondition,marketconditionsputforwardspecificpromotionplanningscheme.Timeplanputforwarditsownviewsandopinions,similartotheancientcitydevelopmentplanningcanprovidereference.Keywords：LangZhongcitysalesplanningFengshuicitytouristattractions成都理工大学2015届学士学位设计目录摘要................................................................1第1章前言.........................................................11.1论文选题背景................................................11.2论文选题的目的和意义.........................................21.3研究的方法和内容............................................3第2章阆中古城的基本现状...........................................42.1产品介绍.....................................................42.2产品定位分析.................................................52.3营销环境分析.................................................5第3章阆中古城SWOT分析............................................63.1优势........................................................63.2劣势.........................................................73.3机会........................................................93.4威胁.........................................................9第四章品牌总体战略................................................114.1营造旅游品牌................................................114.2区域市场的开发..............................................124.3突破传统的销售模式，探索新的销售方法.........................13第5章阆中古城“十一”黄金周活动策划...............................155.1活动概况...................................................155.2活动前期宣传...............................................155.3现场准备...................................................165.4活动预算...................................................18结论...............................................................19致谢...............................................................21参考文献...........................................................221成都理工大学2015届学士学位设计第1章前言1.1选题的背景这次选择了阆中古城的推广策略作为研究只要基于以下考虑。首先，近几年旅游的人是越来越多了，无论是收入高的人群，...
