贵州省乡村旅游市场营销策略研究

Research on Rural Tourism Marketing Strategy in Guizhou Province

摘要: 随着经济的快速发展，人们的需求日渐多样化，其中，乡村旅游越来越受人青睐。本文基于对贵州省乡村旅游市场营销的系统研究，旨在分析其发展现状及问题，探索符合贵州省特色的营销策略，以提升市场竞争力和助推乡村振兴。本文利用文献分析法与归纳分析法，梳理乡村旅游相关理论与国内外研究成果，结合STP理论、4P营销理论及可持续发展理论，依托贵州省资源禀赋和实际发展需求展开分析。研究发现：当前贵州省乡村旅游存在产品同质化严重、文化挖掘不足(如非遗开发薄弱)，品牌建设缺失协同效应，营销渠道单一，市场缺乏管理等核心问题。最后本文提出针对性策略：产品开发层面构建“非遗文化 + 生态康养 + 山地运动”差异化体系；品牌建设以苗族、侗族文化为打造核心IP；营销渠道采用“线上引流 + 线下体验”闭环模式。结论表明，贵州省可通过深化文化资源整合、创新营销模式、强化品牌协同，破解渠道瓶颈，推动乡村旅游高质量发展，增强可持续发展能力，为欠发达地区的乡村旅游高质量发展提供实践参考。

Abstract: With the rapid development of the economy, people’s needs are becoming more and more diversified, among them, rural tourism is becoming more and more popular. Based on the systematic study of rural tourism marketing in Guizhou Province, this paper aims to analyze its development status and problems, and explore marketing strategies in line with the characteristics of Guizhou Province, so as to enhance market competitiveness and promote rural revitalization. This paper uses literature analysis and inductive analysis to sort out the relevant theories of rural tourism and the research results at home and abroad, combined with STP theory, 4P marketing theory and sustainable development theory, and analyzes the resource endowment and actual development needs of Guizhou Province. The results show that there are core problems in rural tourism in Guizhou Province, such as serious product homogenization, insufficient cultural excavation (such as weak development of intangible cultural heritage), lack of synergy in brand building, single marketing channels, and lack of market management. Finally, this paper proposes targeted strategies: to build a differentiated system of “intangible cultural heritage + ecological health care + mountain sports” at the level of product development; Brand building is based on Miao and Dong culture as the core IP; The marketing channel adopts the closed-loop model of “online drainage + offline experience”. The conclusion shows that Guizhou Province can provide a practical reference for the high-quality development of rural tourism in underdeveloped areas by deepening the integration of cultural resources, innovating marketing models, strengthening brand synergy, breaking channel bottlenecks, promoting the high-quality development of rural tourism, and enhancing sustainable development capabilities.