Studying The Co-marketing Of The Three Gorges Tourism

The Yangtze River Three Gorges, which enjoys a high reputation both at home and abroad, is a world-class treasure of landscape scenery, also the only grand canyon to be visited by cruise ships. However, the Three Gorges'across tens of counties of Chongqing city and Hubei Province leads to increasingly regional conflicts, especially between eastern Chongqing and western Hubei province. Tourism marketing in these counties are from their own short-term interests, the integrate tourism product is fragmented artificially, all these affected the overall tourism image of the Three Gorges, so co-marketing is imperative under the situation.In this paper, there are four parts. Firstly, the theoretical bases of the birth of co-marketing, which include the theory of contest and cooperation and the theory of value chain, is analyzed. Through this analysis, the co-marketing significance is gained from the particularity of tourism area and marketing, then the modes of tourism co-marketing are researched. Secondly,the background of Three Gorges to carry out co-marketing is studied,it includes the necessary of co-marketing and the existing problems. Besides,the environments of co-marketing of the Three Gorges scene spots are analyzed by three ways. Those ways are macro-environment analysis , micro-environment analysis and SWOT analysis. Thirdly,on the basis of the two part above,it can be concluded that the Three Gorges are an organic whole. On the basis of particularity of sources, the whole image of the Three Gorges tourism is defined the strong and beautiful Three Gorges and the legend Three Gorges. The product made strategies are also presented. They are the mode of the corporation between land and water and the fabrication of tourism product development by the method of connecting the dots to line. The former is that many scene spots are connected by the yachts through the cooperation of the golden tourism main sea-routes. The latter is the mode that seven tourism theme scenes are made according to different source characteristics, they are connected through the co-exist element and the co-exist system with the Three Gorges tourism. Then according to marketing strategy, three dimensions in one part co-marketing mode is concluded. It includes the operation mode of scene spots, yachts and airline companies, the sporadic sales mode of scene spots, travel agencies and offices and the sales promotion mode of scene spots, media and governments. Fourthly,protection measures including policy guarantee, mechanism guarantee, personnel guarantee and management security should be made to ensure that the co-marketing of the Three Gorges be carried out smoothly.