运动休闲特色小镇以“运动”两个字为突出亮点，并有将旅游、文化、康养、教育 培训等项目融合的潜力，具备带动形成产业链和服务圈的基础。在消费者对运动休闲 需求日益增强，体育运动休闲产业迅猛发展的背景下，运动休闲特色小镇成为越来越 多的地方政府建设和消费者旅游的共同选择。白马关运动休闲特色小镇于2017年入选 全国首批96个运动休闲特色小镇试点项目之一，近年来围绕“出川入蜀第一关·运动休 闲新天地”的目标定位，以户外休闲拓展为主题，大力实施“N+体育”战略，将体育与景 区、文化、旅游等有机结合，发展成效显著，但目前为止没有一套成体系、针对性强 的旅游市场营销策略，已然成为制约小镇持续运营发展的“拦路虎”，因此制定一套符 合小镇自身实际的旅游市场营销策略显得迫在眉睫。由此，本文以白马关运动休闲特 色小镇为研究对象，在对其旅游市场进行PEST和SWOT分析基础上，指出小镇旅游 市场同样存在旅游产品同质化严重、宣传手段存在局限，缺乏专业营销人才等共性问 题，并在市场营销6P理论下研究制定小镇旅游市场营销策略，最后从“健全和理顺体 制机制”“大力争取上级部门支持”“积极促成与国家相关部委合作”“聚优扶强壮大运营 主体”“创新驱动拓宽市场空间”“大力提升服务水平和质量”和“加强专业人才引进和储 备”七个方面提出保障营销策略实施的建议措施，以促进小镇实现持续发展,也为同类小 镇的营销提供借鉴。 关键词：运动休闲特色小镇；旅游市场；营销策略 论文类型：应用研究 II ABSTRACT Sports and leisure characteristic towns are highlighted by the word "sports" and have the potential to integrate tourism, culture, recreation, education and training. They have the foundation to promote the formation of industrial chain and service circle. With the increasing demand of consumers for sports and leisure and the rapid development of sports and leisure industry, sports and leisure towns have become a common choice for more and more local governments to build and consumers to travel. Bai Ma Guan sports leisure characteristic town was selected in 2017 as one of the first batch of 96 pilot sports and leisure characteristics towns in recent years. In recent years, it focused on the target location of "the first pass in Sichuan, the new sports and leisure field", took outdoor leisure development as the theme, vigorously implemented the "N+ sports" strategy, and put sports and scenic spots, culture and tourism into practice. So far, there is no systematic and targeted tourism marketing strategy, which has become a "roadblock" restricting the sustainable operation and development of small towns. Therefore, it is urgent to formulate a set of tourism marketing strategy that is in line with the actual situation of small towns. Therefore, based on the PEST and SWOT analysis of Baimaguan Sports and Leisure Town's tourism market, this paper points out that there are some common problems in the tourism market of Baimaguan, such as serious homogeneity of tourism products, limitation of propaganda means, lack of professional marketing talents, etc., and studies the system under the 6P theory of marketing. Finally, suggestions and measures to ensure the implementation of marketing strategies are put forward from seven aspects: perfecting and rationalizing the system and mechanism, striving for policy and financial support from higher departments, actively promoting cooperation with relevant ministries and commissions of the state, gathering advantages to strengthen the main body of operation, innovating to drive the expansion of market space, vigorously improving the quality of service level, and strengthening the introduction and reserve of professional talents. Promoting the sustainable development of small towns and providing reference for the marketing of similar towns. KEY WORDS: Sports and Leisure Town；Tourist market；Marketing Strategy TYPE OF DISSERTATION: Application Research III 目 录 1 绪论 .............................................................................................................................. 1 1.1 问题的提出 ....................................................................................................... 1 1.1.1 研究背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 2 1.2 研究对象、方法和框架 ................................................................................... 2 1.2.1 研究对象 ................................................................................................ 2 1.2.2 研究方法 ................................................................................................ 2 1.2.3 研究框架 ................................................................................................ 3 1.3 研究的创新点 ................................................................................................... 3 2 文献综述及相关概念理论 .......................................................................................... 4 2.1 国内外文献概述 ............................................................................................... 4 2.2 运动休闲特色小镇相关概念 ........................................................................... 7 2.2.1概念界定 ................................................................................................. 7 2.2.2基本特征 ................................................................................................. 7 2.3 营销相关理论 ................................................................................................... 8 2.3.1 STP理论 ................................................................................................. 8 2.3.2 6P营销理论 ............................................................................................ 8 2.4 相关分析方法 ................................................................................................... 8 2.4.1 PEST分析法 ........................................................................................... 8 2.4.2 SWOT分析法 ......................................................................................... 9 3 白马关运动休闲特色小镇简介及发展现状 ............................................................ 10 3.1小镇的历史沿革及基本情况 .................................................................. 10 3.2小镇的建设现状 ...................................................................................... 10 3.3小镇的旅游市场现状 .............................................................................. 11 3.4小镇旅游市场宣传促销现状 .................................................................. 14 4 白马关运动休闲特色小镇旅游市场分析 ................................................................ 17 4.1 白马关运动休闲特色小镇旅游市场PEST分析 .......................................... 17 4.1.1 政策环境分析 ...................................................................................... 17 4.1.2 经济环境分析 ...................................................................................... 18 4.1.3 社会环境分析 ...................................................................................... 20 4.1.4 技术环境分析 ...................................................................................... 23 4.2 白马关运动休闲特色小镇旅游市场SWOT分析 ........................................ 24 4.2.1 小镇旅游市场的优势 .......................................................................... 24 4.2.2 小镇旅游市场的劣势 .......................................................................... 29 IV 4.2.3 小镇旅游市场面临的机会 .................................................................. 30 4.2.4 小镇旅游市场面临的威胁 .................................................................. 30 5 白马关运动休闲特色小镇旅游市场营销策略的制定 ............................................ 33 5.1目标市场的选取 .............................................................................................. 33 5.1.1 市场细分 .............................................................................................. 33 5.1.2 目标市