some of them unable to clearly locate its position and apply unsuitable competition strategy, they depend on advertising, small tricks etc . they are short of suitable arrangement, organized unsystematically, short of science indication . all of them never thought of marketing strategy . although they put into a lot of recourses, but they are unable to win the market, gain the advantage of competition 目前,随着旅游业的兴起,市场竞争日益激烈,然而,许多地方的旅游开发的定位模糊,采用的竞争策略不当,多靠打广告、出点子、造声势的办法,这些办法缺乏科学性、系统性和层次性,都未从营销战略的高度来开展营销,尽管投入了大量的人力、物力、财力,都不能赢得市场,获得竞争优势。