摘要：旅游营销是提升城市旅游竞争力，培育旅游城市形象，加快城市旅游发展的重要手段。湛江旅游营销存在很多误区，导致旅游形象定位不明确，旅游产品同质化严重等问题的发生。本文将从营销学的角度出发，围绕湛江市旅游业的营销策略来展开，以旅游营销理论作为研究基础，结合湛江旅游市场各方面资源的实际情况，通过对湛江旅游市场的营销环境进行资料收集和仔细分析，尝试地为湛江旅游市场开拓一条具有特色的营销道路提出有可行性的营销策略。使湛江旅游营销应该从原有的营销误区中走出来，结合旅游发展整体规划，找准市场，借助各种社会力量，开展形式多样的营销手段，最终实现湛江旅游跨越发展。
关键词: 营销策略；旅游业；湛江
Abstract：Tourism marketing is to promote the urban tourism competitiveness, cultivating tourism city image, speed up the city tourism development the important means. Zhanjiang tourism marketing existence a lot of errors, lead to the orientation of tourism image is not clear, tourism product homogeneity and serious the happening of the problem. This essay, from the point of view of marketing, zhanjiang tourism marketing strategy around to spread, the tourism marketing theory as the research foundation, zhanjiang tourism market with various kinds of resources actual situation, through to the marketing environment of zhanjiang tourism market for data collection and careful analysis, try to zhanjiang tourism market development for a distinctive marketing road feasibility of the proposed marketing strategy. Make zhanjiang tourism marketing should be from the original marketing mistaken ideas come in, combining tourism development overall planning, find the market, with the aid of all kinds of social forces, conducting various forms of marketing means, finally realize the leaping development of zhanjiang tourism.
Key Words：Marketing strategy ; tourism ;Zhanjiang
我们要通过有效的旅游营销活动，打造湛江旅游新形象，树立旅游新品牌，逐步改善旅游环境，使湛江旅游经济快速健康发展。通过分析湛江旅游业营销的优势以及存在的问题，笔者认为：
1.要认识湛江旅游发展所存在的问题，利用湛江旅游业自身发展的优势资源，充分把握旅游业发展机遇，为湛江积极开展旅游营销活动，发掘具有湛江特色的旅游文化，再结合湛江特色的旅游资源，做好湛江旅游市场文化定位和形象定位。
2.通过对湛江旅游市场的营销环境与文化相结合，借助文化这一载体为湛江旅游市场开拓一条具有特色的营销道路。并尝试提出有可行性的旅游营销策略，开展旅游营销活动，提升湛江旅游品位，增强旅游竞争能力，为湛江旅游业的发展带来良好的经济和文化效益，并保持良好的发展态势，最终实现湛江旅游的大跨越、大发展。
