本文从凤凰古镇的实际出发,分析了凤凰旅游业迅速发展的原因从而发掘其繁荣下的危机。根据当今消费者的旅游爱好细分消费市场。贴近消费者,提出迎合消费者的创意营销产品:少数民族手工艺品及手工艺DIY、民族风情体验、土苗民族体育竞技。从项目的产品可行性、营销组合可行性和盈利可行性分析了项目的必要性和可行性。 Based on the actual situation in Fenghuang ancient town, this paper analyzes the reasons why Fenghuang tourism develops rapidly so as to explore the crisis under its prosperity. Break down the consumer market based on the travel preferences of today’s consumers. Closer to consumers, proposed to meet the consumer’s creative marketing products: Ethnic handicrafts and handicrafts DIY, ethnic customs experience, soil Miao nationality sports competition. From the project’s product feasibility, marketing mix feasibility and profitability analysis of the project’s necessity and feasibility.