Research On The Market Positioning And Marketing Countermeasure Of Agritourism In Chongqing City

Along with the urbanized advancement, the increasing pressure of working and the aggravating of municipal pollution, the agritourism has become one of the new tourism product which attracts more tourists. It has been vigorously developed in recent years in order to satisfy people's demand to be close to the nature and relax themselves. However, there are also some problems in agritourism developing, for example, the tourism program is unitary, the marketing mechanism is backward, the tourists'consumption level is low, the market positioning is not clear and so on. These problems impede the development of Chongqing agritourism market and also make it hard to display the competitive advantage of agritourism. In order to solve these problems, this article research on the market poisoning and marketing countermeasure of agritourism in Chongqing city.This article threads up Chongqing agritourism research subject and selects the topic in view of Chongqing agriculture tourist market. Based on the research of current agritourism situation in Chongqing, this article do the segmentation and scientific market positioning, brings on the marketing countermeasures. The empirical analysis of agriculture tourist market demand and the behavior strengthens the agricultural traveling system theory system, enriches the Chongqing tourist marketing content and also can be guidance for Chongqing agriculture tourism product's development.This article utilizes the quantitative analysis and the qualitative investigation method, surveys the demography characteristic, traveling motivation, consumer behavior characteristics of Chongqing agritourism market by questionnaire. Profited from the domestic and foreign theories and methods, it massively utilizes the statistical analysis method to analysis sampled data. It is the first time to analyze the motive and the behavior of Chongqing agritourist thoroughly through the statistical method. According to the analysis of the tourists'motivation, the tourist market will be divided into five types, the robust fitness tourist market, to increase knowledge tourist market, the leisure & vacation tourist market, the interpersonal communication tourist market and the business tourist market.Through the analytical study, the Chongqing main city and the peripheral area county tourist market are the primary markets, the Chongqing peripheral short-range market (particularly Sichuan, Hubei) tourist market are the secondary market, the home long-distance market and the overseas tourist market are the third-level market. The key development market opportunities are Chongqing main city and the peripheral couties, cities and districts field market, the young students market, the silver-haired market, the countryside folk custom culture tourist market, the metropolis white-collar weekend to take vacation tourist market, the individual traveler market, the family tourist market and official business tourist market. Meanwhile Chongqing agritourism market positioning is that Chongqing agritourism is a kind of multi-purpose ecology sightseeing tourism which consisted of agriculture sightseeing, the leisure & vacation, the science education and the experience of countryside folk custom.Through the overall statistical analysis, this paper proposes Chongqing agritourism market's marketing strategies which develops simultaneously the traditional marketing strategy and the new marketing strategy. At the same time, it suggests some related policy proposal, such as to establish complete agritourism market management system, to innovate agritourism management system, to explicit Chongqing agritourism image, to strengthen administrative personnels and service personnels training and so on.