文章运用SWOT分析法,指出了发展许慎文化旅游具有政策、区位、资源、产品等优势,同时存在产品缺乏影响力、服务水平不高、营销基础薄弱、与其他景区景点之间合作联系较少等劣势;拥有区域联动发展、产业结构调整、市场需求旺盛等良好机遇,也面临着市场竞争激烈、经济下行压力等发展威胁,为制定许慎文化旅游营销策略提供了参考。 The article uses the SWOT analysis method to point out that the development of Xu Shen cultural tourism has the advantages of policy, location, resources and products. At the same time, there is a lack of influence on products, low service level, weak marketing foundation and less cooperation with other scenic spots And other advantages; with regional linkage development, industrial restructuring, market demand and other good opportunities, but also face the fierce market competition, economic downturn and other development pressures, in order to develop Hushen cultural tourism marketing strategy provides a reference.