旅游作为朝阳产业，各地都非常重视。随着旅游业的深入发展，举国上下举 办的各色节庆旅游活动受到更多人的关注，各地区都希望通过举办节庆活动来带 动旅游业发展，吉林省内也涌现了多样的节庆旅游活动。近年来双阳区作为省内 乡村旅游发展的优秀代表，节庆旅游也得到了突飞猛进的发展。自 2014 年开始， 双阳区利用本地特色资源，相继举行了“奢岭草莓旅游节”、“中国双阳梅花鹿节”、 “黑鱼葡萄采摘节”、“双阳冰雪嘉年华”等系列节庆活动，市场反响效果不错， 在区域内提升了一定的知名度。但目前吉林省内已有一些较为成功的节庆品牌， 且双阳区节庆旅游活动与长春周边其他地区相比，并没有明显的独特优势，活动 内容趋于同质化。为了更好的发展地方旅游品牌，需要对节庆旅游活动进行更科 学的营销策划。 本文选取长春市双阳区节庆活动作为主要研究对象。通过相关文献的查找学 习，界定了本文研究的节庆旅游范围和应用的节庆旅游营销理论。运用查找资料、 访谈等方式，采集双阳旅游产业发展情况及节庆旅游活动发展情况资料。结合长 春节庆旅游市场发展的大背景，分析双阳区节庆旅游营销中存在的问题，针对存 在的问题提出适合双阳节庆旅游的定位。结合市场营销 4P 组合理论，从产品开发、 产品定价、营销渠道和旅游促销四个方面提出了双阳节庆旅游营销策略。同时， 为了保证节庆旅游营销策略推广效果，提出三方面保障措施。 通过研究发现，双阳区节庆旅游在连续发展五年之后逐渐遇到瓶颈，在活动 内容的设计、宣传推介方式、运作模式等方面都出现了一定问题。针对自身资源 特点和长春节庆旅游市场发展环境，本文得出以下主要结论：选择本地居民和长 春市民为主要目标群体，积极拓展周边区域市民参与。调整活动举办重心，通过 突出优势梅花鹿资源来树立独特节庆旅游品牌。在产品开发策略上更加注重游客 的参与度和体验度，加大旅游特色商品的开发；在产品定价策略上通过产品细分 和差别定价提升利润空间；在营销渠道策略上拓展分销渠道的数量和广度；在旅 游促销策略上增加宣传投入，促销内容、时间、方式要有针对性和计划性。此外， 用政府优惠保障措施、人才联合培养、市场化运作等措施来帮助节庆旅游营销推 广取得更好的成效。 关键词：节庆旅游；市场营销；4P 营销组合II Abstract As a sunrise industry, tourism is highly valued everywhere. With the in-depth development of the tourism industry, various festivals and tourism activities held by the whole country have attracted more and more people's attention. All regions hope to promote the development of tourism through festivals, and there are also emerged in Jilin Province.In recent years, Shuangyang District has become an outstanding representative of rural tourism development in the province. The tourism festivals of Shuangyang District have also developed by leaps and bounds. Since 2014, Shuangyang District has used local tourism resources to hold series of festivals such as “Sheling Strawberry Tourism Festival”, “China Shuangyang Sika Deer Festival”, “Heiyu Grape Picking Festival” and “Shuangyang Ice and Snow Carnival”. The market response is good, and has raised a certain degree of visibility in the region. However, there are some more successful festival brands in Jilin Province, and the festival activities in Shuangyang District have no obvious unique advantages compared with the others around Changchun City. The activities tend to be homogenized. In order to develop local tourism brands, it is necessary to carry out more scientific planning and packaging of festival tourism activities. This paper selects the festival activities of Shuangyang District of Changchun City as the main research object. Through the search and study of related literatures, the festival tourism scope and the relevant festival tourism marketing theory applied in this paper are defined. Use the search data, interviews, etc. to collect information on the development of Shuangyang tourism and festival tourism activities. Combined with the background of the development of Changchun festival tourism market, this paper analyzes the problems existing in the festival tourism marketing of Shuangyang, and proposes the location suitable for Shuangyang festival tourism for the existing problems. Combined with the marketing 4Ps combination theory, this paper proposes a strategy for Shuangyang festival tourism marketing from four aspects: product development, product pricing, marketing channels and tourism promotion. At the same time, in order to ensure the promotion effect of the festival tourism marketing strategy, three safeguard measures are proposed. Through research, it is found that the festival tourism in Shuangyang District has gradually encountered bottlenecks after five years of continuous development. There have been certain problems in the design of the event content, promotion methods and operation modes. According to the characteristics of its own resources and theIII development environment of Changchun Festival Tourism Market, this paper draws the following main conclusions: select local residents and Changchun citizens as the main target groups, and actively expand the participation of citizens in the surrounding areas. The adjustment activities will focus on building a unique festival tourism brand by highlighting the advantages of sika deer resources. In the product development strategy, more attention is paid to the participation and experience of tourists, and the development of tourism-specific products is intensified. Increase profit margins through product segmentation and differential pricing on product pricing strategies. Expand the number and breadth of distribution channels in marketing channel strategies. Increase the publicity investment in the tourism promotion strategy, and the content, time and method of promotion should be targeted and planned. In addition, measures such as government preferential protection measures, joint training of talents, and market-oriented operations are used to help festival tourism marketing and promotion achieve better results. Key words: Tourism Festival；Marketing Strategy；4PsIV 目 录 摘要.............................................................I ABSTRACT ...........................................................II 第 1 章 绪 论........................................................1 1.1 研究背景及意义............................................... 1 1.1.1 研究背景............................................... 1 1.1.2 研究意义............................................... 1 1.2 国内外研究现状............................................... 2 1.2.1 国外研究现状........................................... 2 1.2.2 国内研究现状........................................... 2 1.3 研究内容..................................................... 4 1.4 研究方法..................................................... 4 1.5 创新之处..................................................... 5 第 2 章 相关理论概述..................................................6 2.1 节庆旅游相关概念............................................. 6 2.1.1 节庆的概念............................................. 6 2.1.2 节庆旅游的界定......................................... 6 2.2 节庆旅游营销相关理论......................................... 6 2.2.1 市场营销策略........................................... 6 2.2.2 节庆旅游营销界定....................................... 7 2.2.3 节庆旅游营销策略....................................... 7 第 3 章 双阳区节庆旅游营销发展现状与存在问题.........................10 3.1 双阳区旅游发展概况.......................................... 10 3.1.1 双阳区旅游资源情况.................................... 10 3.1.2 双阳区旅游业发展现状.................................. 13 3.2 双阳区节庆旅游发展历程...................................... 14 3.3 双阳区节庆旅游营销现状...................................... 16 3.3.1 活动内容设计.......................................... 17 3.3.2 广告宣传方式.......................................... 17 3.3.3 促销推介方式.......................................... 17 3.4 双阳区节庆旅游存在问题...................................... 17 3.4.1 节庆产品开发不足...................................... 17 3.4.2 产品定价不够科学...................................... 18 3.4.3 节庆营销渠道单一 ...................................... 18 3.4.4 旅游促销投入较少...................................... 18 3.4.5 其他制约发展因