Tai Ping National Forest Park Marketing Strategy

Tai ping National Forest Park in Shaanxi Province is located in the southwest of Xi'an, forest parks, forests and beautiful landscapes, deep river gorges and waterfalls form the park feature-rich tourist resources. Park operations for many years, due to the surrounding tourist attractions of the market in recent years, substitution effect, the number of park visitors and operating income of slow or declining trend, business has encountered a bottleneck. In this paper, the status quo, put forward Tai ping Forest Park on the existing marketing strategy of bold reforms and innovation in order to achieve new leaps and bounds.First of all, Article marketing management theory and marketing 4Ps theory point of view to illustrate theoretical concepts, followed by the domestic tourism market situation and marketing macro-and micro environment analysis, At the same time also provides an overview of the tourism market in the province.Second, Tai ping Forest Park by the status quo of market operations, marketing, environmental analysis, target market analysis, and current marketing strategy of the characteristics and problems analysis and in-depth study and found that its existing marketing strategy is no longer good to meet the actual development of the the need for bold innovations necessary in order to achieve peaceful new development in Forest Park.Third, the combination of marketing strategy Tai ping Forest Park, the present situation of development suited to their new model of tourism marketing strategy, namely:green marketing, cultural marketing, network marketing and experiential marketing. And apply the theory from the 4P of marketing product strategy, pricing strategy, channel strategy, promotion strategy in four areas of the strategy of the new models are described and analyzed.Finally, based on theoretical research and analysis in Chapter V presented to the Tai ping Forest Park, concrete proposals for implementation of marketing strategy.I work in the forest in a country park feasibility research report and general plan of writing, and questionnaire, such as a matter of the park, the original data. This research will contribute to park management institutions around the core business strategy and target market characteristics to develop marketing strategies, the future development of the park guide.