华山景区高质量发展路径研究：基于SWOT框架的战略重构

Study on High-Quality Development Pathways of Huashan Scenic Area: Strategic Reconstruction Based on SWOT Framework

摘要

山岳型景区作为我国自然旅游资源的重要组成部分，在景观类型、文化背景和生态环境等方面虽具有优势，但在实际运营过程中，普遍遭遇资源同质化、营销体系滞后、市场定位模糊等问题。华山，作为五岳之“西岳”，因其险峻地貌和道教文化的深厚传承而享有盛誉。然而，在新时代旅游消费需求日益细分的背景下，华山的营销策略仍显守旧与单一。本文借助SWOT分析框架，系统评估华山景区所面临的内外部环境，进而从品牌重塑、产品体系优化、价格机制创新以及数字化营销融合四个层面，提出具备可操作性的新型策略建议。研究旨在为华山景区实现品牌突围与差异化发展提供战略参考，同时为山岳类景区的可持续营销创新提供经验借鉴。

Abstract

As a vital segment of China’s tourism industry, mountain-type scenic areas often face challenges such as resource homogenization, outdated marketing systems, and intensified competition. Mount Hua, renowned as the “Western Peak” among China’s Five Great Mountains, is celebrated for its breathtaking cliffs and profound Taoist cultural heritage, giving it a unique resource advantage. However, in the context of increasingly diversified tourist demands and rapid market transformation, the marketing strategy of Mount Hua remains overly traditional and lacks innovation. This study adopts the SWOT analytical framework to systematically examine the internal strengths and weaknesses as well as the external opportunities and threats faced by the scenic area. Based on the analysis, this paper proposes a multi-dimensional marketing strategy centered on brand revitalization, product restructuring, pricing system optimization, and digital integration. The aim is to provide strategic support for Mount Hua’s sustainable development while offering theoretical and practical insights for other mountain destinations undergoing similar transitions.

关键词

SWOT分析 / 华山旅游 / 品牌再造 / 景区营销 / 数字化转型

Key words

SWOT analysis / Mount Hua tourism / mountain-type scenic area / marketing innovation / sustainable development strategy

参考文献

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