本文主要分析了宁波东钱湖的旅游产业发展现状与存在问题,提出了利用旅游文化营销的相关知识,通过对区域的文化定位分析,形成特色的区域旅游文化,同时通过统一的旅游文化产品研发与整体文化营销,加强对区域旅游产业的推进发展。 This paper mainly analyzes the status quo and existing problems of the tourism industry in Dongqian Lake of Ningbo. It puts forward that using the relevant knowledge of tourism culture marketing and analyzing the regional cultural orientation, it can form the characteristic regional tourism culture. At the same time, through the unified R & D of tourism culture products And overall cultural marketing, to enhance the development of regional tourism industry.