Study On Marketing Strategy Of Chongqing Tourist Commodities

Tourist shopping has always been regarded as an important way to measure the level of tourism consumption. Tourist commodity, as the objective of tourist shopping, has profound development potential. However, tourist shopping has always been a least developed part of tourism industry in China, and the income of tourist commodity has always been at a low level. In recent years, along with the continuous and rapid development of tourism industry in Chongqing, the weakness of tourism shopping has become apparent and it attracted the attention of municipal government and the tourism administration department. The final development of the industry depends on enterprises, so it is of vital significance to study the problems of Chongqing tourist commodity from the perspective of enterprises.The present paper firstly introduces the background and significance of the research, reviews the main theories that involve in the marketing process on the basis of summarizing the basic theory of tourism commodity at home and abroad. Secondly, it analyses the common needs of domestic tourists, Chongqing tourist market and tourist sources, and figures out the main marketing problems of Chongqing tourist commodity. Finally, this paper proposes customer, cost, convenience and communication, Internet marketing and Green marketing strategies based on the 4C Theory, the Internet Marketing Theory and the Green Marketing Theory.These strategies are as follows:(1) designing the product innovation strategy which can meet the existing needs of tourists and t the change of tourists' needs according to different tourists' needs levels; (2) making costing strategies based on the tourist attitudes and values to tourist commodity and the different cognitive characteristics of tourists; (3) providing convenience access and convenience for buying from the perspectives of the layout of sales network, the type of operation and the commodity display to explain; (4) based on the Integrated Marketing Communication theory, we suggest to use indirect communication strategies, such as advertising, public relations, events and so on, and direct communication strategies, such as personal sales and sales promotion; and (5) we propose some ideas for Internet marketing and Green marketing strategies.The present paper analyses Chongqing tourist commodity marketing by the application of present marketing theories and methods mainly from the perspective of enterprises, in hope of providing reference to the marketing practices and promoting the development of Chongqing tourism industry.