整合营销传播对土家织锦旅游产品销售的启示

土家织锦以“西兰卡普”为主体，是土家族传统的手工技艺之一。土家织锦是充分反映土家族审美情操和民族意识的艺术珍品，曾在土家族广为流传。但作为第一批国家级非物质文化遗产的土家织锦，其旅游产品运用传统的营销模式，经营状况并不乐观。如何在营销传播上寻求转变，是解决土家织锦旅游产品销售不景气的根本途径。本文阐述了整合营销传播的概要，介绍了土家织锦旅游产品的经营概况，探讨它在传统营销模式下的缺陷，构建在整合营销传播应用下的发展策略，以适应旅游需求演进趋势。

Enlightment of Marketing and Spreading Integration for the Sale of Tujia Brocade TouristProducts

Tujia Brocade＂Xilankapu＂ is a typicaltraditional craft of Tujia nationality. Wide spread in this minority nationality, Tujia brocade is an art treasure fully reflecting theaesthetic value and national spirit of Tujia. Being the first national-level group of non-material cultural heritage,the operational state of Tujia Brocade is not optimistic inthe marketing of its tourist products. It is necessary to search for a good mode in marketingand spreadingto promote the sale of its tourist products.The author illustrated the essentials of the marketing and spreading integration through instructing the management of its tourist products and discussing the defect in the traditional marketing mode.lt is pointed out in the article that the developmenttragedy under the application of its marketing and spreading integration is significant for theevolutionary trend of thetouristnecessity.