摘要： 自2006年青藏铁路开通至今，不仅在国内，整个全球都在关注这片投资热土。 Abstract: since the 2006 qinghai-tibet railway， not only in domestic since opening， the whole world was watching this piece of investment 素以“第三极”著称的西藏，旅游业日益呈现出欣欣向荣的盛况，以旅游为支柱产业的西藏所取得瞩目的成就不容小觑。 As the third pole of Tibet， tourism is increasingly show flourishing tourism program， Tibet is pillar industry obtained achievements 伴随旅游业的勃兴，旅游产品层出不穷，富于西藏本土文化的各类旅游产品，无论从精致程度、地域特色、民族风情、收藏价值，都令人称道。 With tourism hotspot， tourism product emerge in endlessly， abound of indigenous Tibetan culture tourism products， whether from the delicate degree， regional and national amorous feelings， the collection value， are 旅游产品是西藏繁荣旅游产业的一个必需要素，同时也是旅游产业的一个重要支点。 Tourism product is Tibet tourism industry prosperity， but also an essential element of the tourism industry is an important 但就目前的情况来看，旅游产品的营销与推广还存在问题。 But as the current situation， the tourism product marketing and promotion also has 要使西藏旅游产品成为国内外旅游者一个关注的焦点，提高游客的认知度，提升旅游产品的美誉度，迫切需要树立品牌营销和广告营销的观念。 To make Tibet tourism product become the focus of domestic and foreign tourists a， improving visitors awareness， promote tourism products， the urgent need to establish the reputation of brand marketing and advertising marketing 由于市场经济在西藏发育不完全，要骤然改变原有的体制、思维、观念，颇有难度。 Because the market economy underdevelopment in Tibet， to change the original system， sudden， thoughts， concepts quite 另外，经营者对营销尚处于启蒙阶段，单纯地停留在产品观念和价格观念上的营销哲学，成为旅游产品向纵深层次发展的障碍。 In addition， operators to marketing is still within an enlightening stage， simply stay in product concept and price ideas for the marketing philosophy， become tourism products to deep level development of 杰克·韦尔奇说，品牌营销——市场营销的最高境界。 Jack Welch said， brand marketing - marketing 因此，如何转变保守的经营观念、如何提高旅游者的满意度和忠诚度、如何定位及挖掘旅游产品的品牌形象和核心价值、如何为西藏旅游产品开发更为广阔的市场，这都将在此论文中逐一展开。 Therefore， how to change the conservative management idea， how to improve the tourists' satisfaction and loyalty， how to position and mining tourism product brand image and core values， how to Tibet tourism product development wider market， this will in this paper by 关键词：西藏 旅游产品 营销策略 Keywords: Tibet tourism product marketing strategy
