摘 要
本文探讨了旅游企业节日促销策略的相关概述、主要形式、面临的挑战及优化对策。节日促销作为旅游企业提升市场份额的关键手段，具有鲜明的特点和理论基础。当前，旅游企业节日促销的主要形式包括价格优惠、产品创新及营销渠道多样化。然而，线上线下融合不足、内容同质化、市场竞争加剧及消费者需求多样化等问题限制了促销效果。为优化节日促销策略，旅游企业应强化线上平台与线下体验的融合，深入挖掘当地文化特色，实施差异化竞争策略，并提供个性化定制服务。这些对策旨在提升促销活动的吸引力和针对性，满足消费者多样化需求，进而增强旅游企业的市场竞争力，实现可持续发展。
关键词：旅游企业 节日促销 优化对策
Abstract
This paper discusses the relevant overview, main forms, challenges and optimization countermeasures of tourism enterprises. As a key means for tourism enterprises to increase their market share, festival promotion has distinct characteristics and theoretical basis. At present, the main forms of festival promotion of tourism enterprises include price concessions, product innovation and diversification of marketing channels. However, the lack of online and offline integration, homogenization of content, intensified market competition and diversification of consumer demand limit the promotion effect. In order to optimize the festival promotion strategy, tourism enterprises should strengthen the integration of online platform and offline experience, deeply explore the local cultural characteristics, implement differentiated competitive strategies, and provide personalized customized services. These countermeasures aim to enhance the attractiveness and pertinacity of promotional activities, meet the diversified needs of consumers, and then enhance the market competitiveness of tourism enterprises and achieve sustainable development.
Keywords: Tourism enterprises festival promotion optimization countermeasures
目 录
一、引言 1
二、节日促销策略的相关概述 1
（一）节日促销策略的定义 1
（二）节日促销策略的特点 1
（三）节日促销策略的理论基础 2
三、旅游企业节日促销的主要形式 2
（一）价格优惠策略 2
（二）产品创新策略 2
（三）营销渠道多样化 3
四、旅游企业节日促销面临的挑战 3
（一）线上线下融合不够 3
（二）内容同质化 4
（三）市场竞争加剧 4
（四）消费者需求多样化 4
五、优化旅游企业节日促销策略的对策 5
（一）优化线上平台与线下体验 5
（二）深入挖掘当地文化特色 5
（三）差异化竞争 6
（四）提供个性化定制服务 6
六、结论 6
致 谢 8
参考文献 9
