The Construction & Management Of Marketing Channels Of Tourist Scenic Area

In China, tourist scenic areas have been changed from public utility for reception of foreingers to a new era when all of them rise for a firece compitition. And the"Place", or the marketing channels of tourist scenic areas, important one of the 4 P's in Marketing (Product, Place, Price & Promotion) , have increasingly drawn great attention from both tourism industry and its scholors. Aborbing the successful experience and research achievements on the construction & management of marketing channels of tourist scenic area in recent years, this dissertation, taking Guilin Lijiang River Crown Cave Scenic Area as an example, tries to analyze the current existing prombles and their types on China's marketing channels of tourist scenic area, and, from a practical perspective, summerizes and optimizes the marketing channels of tourist scenic area, in the hope of realizing the systemetics, diversity, innovation, farsightedness and practicality of marketing channels of tourist scenic area.There are 6 chapters of this dissertation:Chapter 1: A preface. It states the reason, the object, the scope, the theory, the purpose, the method of research of this dessertation and its main frame.Chapter 2: The background and features,status quo and problems and Types of the construction of marketing channels of tourist scenic area. It analyzes the background and features of the construction of marketing channels of tourist scenic area from a developing point of view.Based on analyzing the status quo and problems of the construction of marketing channels of tourist scenic area, it further states the importance and urgency of construction of marketing channels of tourist scenic area.By combining the general marketing theory and practice, it summerizes and lists the traditional and creative types of marketing channels of tourist scenic area, and points out the future developing trend of tourist scenic area.Chapter 3: The choosing and optimization and management oof the construction of marketing channels of tourist scenic area. It mainly discusses the priciple of choosing of marketing channels of tourist scenic area, the target of channels, the choosing of direct channels or indirect channels, the length and width of channels and a joint decision.It mainly discusses the classified management, incentive and credit management, conflit management of channel members and their diversified value development.Chapter 4 Case analysis– Lijiang Crown Cave Scenic Area. It introduces the status quo of marketing channels of Lijiang Crown Cave Scenic Area and bring up some measures on perfecting the management of channel construction and marketing.Chapter5:Conclusions and shortcomings of this dissertation. Main conclusions of this dissertation:1. the marketing channel of tourist scenic area is irreplaceable to the marketing of tourist scenic area. The particularity of product of scenic area creates the particularity of channel of scenic area.2. the marketing channel of tourist scenic area can be classified into tradional channel and creative channel. In the future, with the increasing of self-drive and self-guided tourists and the Internet marketing being more and more important, marketing channel of tourist scenic area will be more diversified.3. the choosing of marketing channels of tourist scenic area should be based on the characteristics of product and its positioning, nature, cost, market, surroundings and strategy, and guided by three priciple of"inexpensiveness, applicability and controllability". We should choose the correct target, length and width of the marketing channel to market jointly.4. classsified management of marketing channels of tourist scenic area should be done and incentive measures should be used. Enhance the credit management and conflit management of marketing channels and value diversification development should be considered.5. the construction and management of marketing channel of Lijiang Crown Cave Scenic Area is typical in China. It's advaced and reasonable. But it still has a lot of problems and need to be improved.The creativeness of this dissertation:1. it applies general marketing theory on the special product of tourist scenic area, and summerises the characteristics, problems, choosing, optimization and management of marketing channels of tourist scenic area.2. it takes the typical Crown Cave as a case and for the first time, discusses the marketing channel of tourist scenic area all-roundedly and systemetically. It has some constructive meaning to the mangement and research of marketing channels of tourist scenic area.3. systemetic summery and classification of marketing channels of touist scenic area have been done and the orientaton of future marketing channels of touist scenic area have been pointed out.