Problems and suggestions during the processes of developing and marketing of Kan

摘 要：旅游环境既包括自然环境，也包括人文环境。由于自然、历史等原因，我国少数名族地区生态环境脆弱，对于旅游业的发展有很多负面的影响。文中以喀纳斯景区为例，分析了景区在开发以及行销过程中出现的问题，并提出一些可行性建议。

关键词：旅游品牌营销；旅游电子商务；城市生态；旅游经济；生态旅游

Abstract：Tourism environment includes both the natural and human environments. Due to natural， historical and other reasons， China’s ethnic minority area’s ecological environment were fragile， and it had many negative effects to the development of tourism. Taking Kanas scenic spots as an example， it aims at analyzing the problems during the processes of developing and marketing and giving some feasible suggestions.

Key words：Tourism brand marketing；E-Commerce of tourism；City Ecology；Tourism Economy；Ecological Tourism

The Kanas Lake is located in the northern Bu'erjin County of Northwest China's Xinjiang Uygur Autonomous Region and 150 kilometers to the county town. The word “Kanas” in Mongolian means lake in canyon. Nestled in the deep forests and mountains of Altay， the lake is 1，374 meters above sea level and covers an area of 45.73 square kilometers with the deepest point of 188.5 meters. Embraced by snow-capped mountains， the Kanas Lake is covered with dense forests and is the only area where animals and plants of South Siberia species can be found in China.

With the rapidly development in Kanas Scenic Spot， it also brought a series of problems. The most prominent is the contradiction between the rapid growth of tourism demand and lack of the appropriate measures in its developing and marketing process.

1. Problems in the developing and marketing process of Kanas Scenic Spot

1.1 Poor transportation

The shortage of transport infrastructure is the primary bottleneck that constraints the rapid development of tourism in the Western China. Lack of direct access to train， out of convenience to tourists， all of these restrict the development of the area and expand the hinterland of visitors. Because of the location of Kanas - far from the coastal areas of main domestic tourists， plus undeveloped airports， railways， highways and other transportation facilities， handling very limited capacity， the development of the tourism industry is under severe constraints.

1.2 Poor overall image design

It is a common problem in China that we do not pay enough attention to the overall image of the design of tourist destination. During the development and utilization of tourism resources， the larger of the common development of tourism resources， and the unique nature of the apparent lack of development of tourism resources； resource development is only too much to stay on the surface of personality less of the depth of development. Such as the caves which the resources are in big common， a few years ago a cave was in hot development， scenic caverns are everywhere. The development of caves resources is mostly to watch the main browser， with little development of other activities. In addition， the characteristics of tourism resources and the coordination of the whole image of tourism to create more awareness of the lack of ideological， theoretical guidance and practice， the majority of the image was not obvious tourist destination， not the public’s recognition of the value of the impact of tourism resources to achieve.

1.3 E-commerce Travel needs to be improved

At present， the use of the Internet has been very popular， but the vast majority of China’s western tourism enterprises are still operating the traditional tourism products. They are lack of economic development through the network for online transactions of mature products. At the same time， supporting e-commerce by means of online payment security have not yet found efficient solutions， through patient line search， the final settlement by credit card， we often see the “under construction” and so on， consumers are not prompt and friendly.

2. Suggestions in the developing and marketing process of Kanas Scenic Spot

2.1 Consummate the transportation

Kanas is located in the central Altai Mountains of Xinjiang， it is one of the state-level scenic area. The numbers of tourist and revenue doubled in recent years. It is 788 kilometers away from Urumqi， and the only route which connects with the outside is the Panshan Highway. The condition of inconvenient transportation has seriously hampered the further development of the industry of local tourism. Kanas Airport construction project was officially started in May 20th， 2006. the site of the airport is locate in northwest of Burqin County， 87 kilometers away. It located at the edge of the Kanas Nature Reserve， about 50 kilometers away from Kanas Lake.

With the use of Kanas Airport， there is no use for tourists to fly from Urumqi to Aletai， and then travel nearly 300 kilometers （about four hours） before reaching the Kanas scenic spot. They can directly fly from Urumqi to Kanas Airport， it will take them only one hour， and then one hour by car， tourists can reach the Kanas scenic spot.

2.2 Image strategy for tourism products

The image strategy of tourism product is to take full advantage of a variety of functions， display a full range of tourism products so that consumers can see the whole image of tourism products， know the value of tourism products， and even can feel the charm of tourism products. Western tourism should strengthen the overall image during targeting， and clearly show the landscapes of natural resources and human characteristics of the Western China. Therefore， the western region needs for detailed research as well as the creative understanding of inherent resources of the tourist destinations while designing its tourism image， and then show the final image.

2.3 The model of “mouse + cement”

In fact， the Internet is just a new tool of marketing， it can be a traditional business enterprise to a new approach in the face of consumers more directly， and make up for the lack of interaction of the traditional way， so it makes the transaction more efficient and more convenient. “Mouse + cement” model actually is the “Internet + traditional industries”. On the one hand， it means that traditional enterprises have to actively use the Internet tools to develop better the advantages of traditional enterprises； on the other hand， network should actively around the traditional enterprises， give full play to the advantages of networks to make new projects of the traditional. It’s called the Network Marketing who both has traditional tourism resources and network.

3. Conclusion

The implementation of “Go West” strategy has brought unprecedented opportunities and challenged to the tourism Industry of Western China. The start-up and development of tourism industry in the underdeveloped areas of Western China is faced with various problems and pressures， such as the survival and development pressure under intense competition， the economic base cannot provide a strong material support. Therefore， in order to make the tourism industry in an invincible position in the future development， it is necessary to deep reflection and calm to analyze the problems and difficulties， this would help the departments and enterprises of tourism management to set the marketing strategy correctly and to achieve development and expansion of the tourism industry in Western China.

Works Cited：

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作者简介：

徐菲菲，生于1987年，受聘于第四军医大学基础部外语教研室，目前从事英语教育方面的研究。