中文摘要：

目的地营销的成功可带来政府与企业的“双赢”。以山东省烟台市为例，政府和度假区应共同构建目的地营销合作组织和科学的营销体系，制定营销战略规划与计划，共同完善目的地营销系统的功能，在促销方面相互配合，保证旅游产品和服务的质量及营销活动效果。

英文摘要：

Govemment and enterprises also benefited from successful destination marketing. Taking Yantai City for an example, it was constructing destination marketing cooperation structure and science marketing system that government and resorts all were involved. They should cooperate on marketing strategy and plan, perfecting destination marketing system, promotion, and engaging for quality of tourism product and serviees and marketing result, which could promote marketing of destination image and vacation product each other, and improved competitive forces of destination.