The Diagnosis And Plans Of Traveling Marketing About The Scenery Scenic Spot Area Based On The 4PCs Theory

The scenery scenic spot area is the miniature of the motherland grand landscape, theessence of the national territory landscape, the testimony of the motherland civilization, withthe very high value of nature, the culture and the esthetic leisure. As the core part of ourcountry traveling resources, the scenery scenic spot area has become the domestic and foreigntourist's first choice.But nowadays our country scenery scenic spot area generally exists "toomuch development and less investigation, more construction and less management, moreplanning and less marketing", especially traveling marketing of the scenery scenic spot area isconfined by regional and unremovable characteristics, the traditional marketing theory is verydifficult to meet tourism realistic demanding of the scenery scenic spot area, but until now, theacademic research of the related scenery scenic spot area traveling marketing actuallyextremely lags in domestic, the references which supply scenery scenic spot area to carry outtraveling marketing extremely to be also short of.In this article, the author massively consults the literature materials about travelingmarketing of scenery scenic spot area which have already existed, thoroughly studies thefoundational strategic theory achievement which the traveling marketing have alreadyexisted—The 4Ps marketing strategic theory of merchant guidance and the 4Cs marketingstrategic theory of customer guidanc,creatively proposes win-win marketing strategic theorywhich considers about the behalf of both scenery scenic spot area and the traveling consumer—4PCs marketing strategy, and under this heory guidance, takes the Mt. Songshan sceneryscenic spot area as the example, carries on the objective diagnosis and the science design to itsmarketing strategy, and further enriches the 4PCs inner meaning of the theory and the creative elements from the real diagnosis angle, furthermore from the strategic level the article hasmade the beneficial theory exploration and the practical guideline which various kinds ofscenery scenic spot area carry out for the traveling marketing in our country.This article is divided eight chapters in all, the first chapter firstly illustrates and explainsresearch background, the significance as well as the research structure, the method and thetechnical way of this paper in the introduction, which enables the readers to have an overallunderstanding and the main awareness for the paper value position as well as the layout flow;the Second chapter originally proposes the scenery scenic spot area 4PCs marketing strategycombinational theory as support of this article through analysing the advantage anddisadvantage of The 4Ps marketing strategic theory of merchant guidance and the 4Csmarketing strategic theory of customer guidance; the Third chapter carries on the strategiclocalization and the strategic based on the SWOT analysis to the Mt. Songshan sceneryscenic spot area traveling marketing. The fourth chapter carries on the analysis, the diagnosisand the design based on the 4PCs theory for traveling products of the Mt. Songshan sceneryscenic spot area; The fifth chapter carries on the analysis, the diagnosis and the design basedon the 4PCs theory for traveling product price of the Mt. SongShan scenery sceni.c spot area;The sixth chapter carries on the analysis, the diagnosis and the design based on the 4PCstheory for traveling channel of the Mt. Songshan scenery scenic spot area. The seventhchapter carries on the analysis, the diagnosis as well as the design based on the 4PCs theoryfor traveling promotion of the Mt. SongShan scenery scenic spot area; The eighth chapter isresearch conclusion about this article.