淡季与旺季是旅游景区存在的一个非常普遍的问题,而且由于淡旺季的差别所带来的负面效应也越发明显。本文通过对景区淡旺季内涵及表现、管理现状、淡旺季营销策略等的研究,讨论景区在淡旺季所应采取的营销策略,以期促进景区的协调发展。 Off-season and peak season is a very common problem in tourist attractions, but also the more obvious the negative effects due to the difference between the peak season and the peak season. This article discusses the connotation, management status, marketing tactics of the peak seasons and the peak seasons of scenic spots, discussing the marketing tactics that the scenic spots should take during the peak seasons and the peak seasons to promote the coordinated development of the scenic spots.