"互联网+"背景下北京乡村旅游营销发展对策研究

在“互联网+”背景下,北京乡村旅游迎来了前所未有的发展机遇,但也逐渐暴露出一些不容忽视的问题,如网络信息化投入不足、营销不注重市场细分、营销渠道单一、营销内容真实度较低、旅游平台缺乏共识、专业人才匮乏等。为此,提出北京乡村旅游营销发展的对策建议:一是加大网络信息化投入,增强网站建设水平;二是准确定位乡村旅游市场,不断提升营销的精准性;三是利用新旧媒体,不断拓展营销渠道;四是诚信经营,打造VR营销新模式;五是企业强强联手,搭建旅游宣传共享合作平台;六是加强人才培养力度,夯实人才储备。

Research on the Current Situation and Countermeasures of Rural TourismMarketing Development in Beijing in the Context of the"Internet +"

In the context of "Internet +", Beijing''s rural tourism has ushered in an unprecedented development opportunity, but some problems that cannot be ignored have been gradually exposed, such as insufficient investment in network information, insufficient attention to market segmentation in marketing, single marketing channel, relatively untrue marketing contents, lack of consensus on the tourism platform, and lack of professional talents. To this end, the countermeasures and suggestions for the development of rural tourism in Beijing are put forward: the first is to increase investment in the network information and enhance the construction of websites; the second is to accurately position the rural tourism market and constantly improve the accuracy of marketing; the third is to use both new and old media to constantly expand the marketing channels; the fourth is to have honesty operation and create new VR marketing mode; the fifth is to cooperate with enterprises to establish a shared and cooperative platform to promote tourism; and the sixth is to strengthen the cultivation of talents and enhance the reserve of talents.