基于心理定位理论的三峡旅游定位策略研究

心理定位是对Al Rise和Jack Trout市场定位理论的拓展和创新。心理定位以客户为出发点，通过直接改变客户的认知和态度，使产品在预期客户的心理上占据独特的地位。心理定位主要是改变客户而不仅仅是具体产品，指出比产品品质、特点和属性更重要的是客户对产品的感觉和印象。旅游产品因为其无形性的特点，非常适合应用心理定位的策略。根据旅游产品开发的客观规律、三峡旅游的资源条件和游客的心理预期，在三峡旅游的开发中应该采用突出三峡文化、强化三峡的景观特色和打造中国第一品牌等策略进行科学的心理定位，促进三峡旅游快速发展。

Three Gorges Tourism Positioning Strategy Based on the Theory of Psychological Orientation

The Market Positioning Theory is a development and innovation to the market positioning theory of Al Rise and Jack Trout. Based on the customer behaviors, Psychological Positioning Theory showed that expected customers can be psychologically occupied with products by changing customer＇ s awareness and attitudes. According to the theory, feeling and impressions of customers on products is more important than characteristics and quality of products＇. Because of the intangible characteristics, a tourism product is very suitable to apply the strategy of psychological positioning. According to the tourism product development objective law , the Three Gorges tourism resources and visitors＇ psychological expectations, the Three Gorges culture and unique landscape features of the Three Gorges should be highlighted and strengthened to build China＇ s first scientific brand for a rapid development of the Three Gorges tourism.