近年来,我国旅游业发展迅猛,已经实现了由旅游资源大国向亚洲旅游大国的历史性跨越。入境旅游、出境旅游、国内旅游三大市场全面发展,市场前景日益广阔;旅游供给全面增长,产业规模不断扩张。因此,旅游市场的竞争也日益激烈,在这种形势下,旅游企业若想在同行中立于不败之地,必须通过成功的营销工作来争取更多的顾客,获得更大的市场份额。营销策略的优劣,对于旅游企业具有 In recent years, the rapid development of China’s tourism industry has achieved a historic leap from a big tourism resource country to a big tourism country in Asia. Inbound tourism, outbound tourism, the three major domestic tourism market fully developed, the market prospects are broader; tourism supply overall growth, the continuous expansion of industrial scale. Therefore, the tourism market is also increasingly fierce competition. In this situation, if tourism enterprises want to be invincible in their peers, they must win more customers and gain greater market share through successful marketing. The pros and cons of marketing strategy, for tourism enterprises