论世界遗产大丹霞战略的创意营销

创意营销是世界遗产大丹霞项目的新动力，也是其作为旅游项目迅速走红旅游市场的必经之路。传递世界遗产大丹霞核心价值，快速建立目标消费者共鸣，是世界遗产大丹霞创意营销的重要研究课题。将创意人才作为创意营销的核心，创意理念作为创意营销的先导，创意产品作为创意营销的前提，将“真诚服务＋严格执行”作为大丹霞创意营销成功的保证，才能进一步定位创意，包装创意，推广创意，促进世界遗产大丹霞创意营销的应用。而实行政企分开，创意营销与其他营销方式结合，形成多元营销方式，则是创意营销中应特别注意的问题。

Creative marketing of Big Danxia strategy as a world heritage

Creative marketing is the new impetus of Big Danxia project as a world heritage, and the only road for it to become popular as a tourism project. Major research topics in the project are how to transfer its core value as a world heritage, how to build up target consumers resonance in a short time. Creative talents are held as the core of creative marketing, creative concept as creative marketing guide, creative products as creative~ marketing premise, and ＂sincere service plus strict enforcement＂ as the success guarantee of the project. The goal is to further confirm the originality, package creativeness, promotion originality. The application of creative marketing, the sepa- ration of government functions from enterprise management, the combination of creative marketing and other market- ing patterns, the shaping of multicuhural marketing methods are problems to attach adequate importance to.