| 青岛国际啤酒节的持续发展战略研究 |
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| 引用本文： | 盛红,董玉明.青岛国际啤酒节的持续发展战略研究[J].海岸工程,1999,18(2):47-52. |
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| 作者姓名： | 盛红 董玉明 |
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| 作者单位： | 青岛海洋大学旅游学系 |
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| 摘 要： | 青岛国际啤酒节是中国重点旅游节庆，面临多方面的挑战，必须形成浓郁的啤酒文化特色和海洋文化特色，设计出多元的、富有魅力的特色旅游产品，进行真诚的协作和 针对性的宣传，扩大城市知名度，谋求节庆活动的持续发展。其产品策略和市场营销策略，一方面应安排具有一定文化品位并为各阶层人士喜闻乐见的文化、和娱乐等活动同时抓住啤酒这个独特销售点，研究制度富有特色和个体的啤酒节专项旅游产品，加强节庆气氛的营造；开发啤酒
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| 关 键 词： | 青岛市 国际啤酒节 旅游 可持续发展 |
RESEARCHING ON THE SUSTAINABLE DEVELOPMENT OF THE QINGDAO INTERNATIONAL BEER FESTIVAL |
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| SHENG Hong,DONG Yu ming.RESEARCHING ON THE SUSTAINABLE DEVELOPMENT OF THE QINGDAO INTERNATIONAL BEER FESTIVAL[J].Coastal Engineering,1999,18(2):47-52. |
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| Authors: | SHENG Hong DONG Yu ming |
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| Abstract: | The Qingdao International Beer Festival is one of the famous Festivals in China. Facing the challenge of other festivals in China, the beer festival's own culture feature, i.e. full bodied beer culture and ocean cfelture feature, should be formed. Many kinds of glamorous characteristic tourist products should be schemed out. Pure hearted cooperation and broad and pertinent propaganda are necessary for setting up the repute of the urban and the festival. The product tactics and market promotion tactics of the Qingdao Insternational Beer Festival is framed in this paper. Certainly some familar actions loved to see and hear by a lot of people should be arranged. For beer is the unique selling point of the beer festival, some characteristics and individual special tour products should be made out. It is necessary to construct the festival's atmosphere, to hold series items of beer, and to determine the fixed pattern of the beer festival. To strengthen tourist items at sea and to incerase tourist line of islands are also needed. Based on the market division, propaganda and promotion on the beer festival should be extensive, sustainable and should have actual effect. |
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| Keywords: | the Qingdao International Beer Festival orientation of festival beer culture marine culture product tactics market promotion tactics |
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