摘要：顾客季节性是普遍存在的现象，也是旅游界永恒的话题。顾客季节性问题常年困扰着我国大部分地区的旅游度假区，特别是以温泉为主题的海洋温泉，其顾客的季节性问题更加明显。门庭冷落的夏季同人满为患的秋冬形成鲜明对比，旅游经济效益因顾客季节性变换而深受影响。旅游景区在应对顾客季节性问题方面并非无能为力，通过产品和市场的开发，旅游的季节性可以得到一定程度的缓解。本文通过以顾客为主体，对珠海海泉湾海洋温泉顾客消费情况进行分析，探讨顾客季节性引发的问题，就缓解顾客的季节性差异，制定有针对性的营销对策，加强资源的吸引力，从而为公司带来长远利润。

关键词: 顾客；季节性；对策；珠海海泉湾海洋温泉

Abstract：Customer seasonal is the universal existence phenomenon, is the eternal topic of tourism industry. Customer seasonal  problems perennially plaguing most area of our country tourist resort, especially in hot springs as the theme of the Ocean Springs, the customer's seasonal problems more obvious. Empty summer people full of autumn and winter form bright contrast, tourism economic benefits for customers and by the influence of seasonal change. Tourist attractions in response to customer seasonal aspect is not incapable of action, through the product and market development, tourism seasonality can be a degree of ease. This article through to the customer as the main body, to Zhuhai Bay Ocean Springs customer consumption were analyzed, explored the seasonal caused the problem, alleviate customer seasonal difference, development of targeted marketing strategies, strengthen resources attraction, so as to bring long-term profits.

Key Words：Customer;Seasonal;Marketing strategy;Zhuhai Bay Ocean Spring

　顾客的季节性是客观存在的。季节性问题在全世界都普遍存在，即使在旅游业发达的欧美国家和旅游业相当成熟的地中海地区，顾客的季节性变化也相当明显。然而，旅游景区在应对顾客季节性问题方面并非无能为力，珠海海泉湾海洋温泉只有进一步进行市场细分、针对不同的客户群体整合传统媒介和网络平台、塑造温泉旅游产品的良好形象、实现特色营销、品牌营销和整体营销策略，才能在市场竞争中立于不败之地。珠海海泉湾海洋温泉旅游产品的规划开发者，温泉企业的经营者应把顾客的季节性问题贯穿到整个温泉旅游规划开发产品中去，加上充分分析顾客的旅游心理，用一个行之有效的营销策略去宣传旅游产品，这样才能做到知已知彼，在旅游淡季中立于不败之地。