Shiyan Hu Eco-tourism Marketing Strategy Research

With the rapid development of economy, people have had higher pursuit towards the standards of spiritual life. Traveling has become most people's choice, specially the green eco-tourism traveling. At the same time, competition in the tourism industry becomes fiercer and fiercer, therefore, tourism marketing gradually becomes the focal point watched by people, and now marketing theory has been widely applied to guide the development of the tourism industry.Shiyan Lake's Ecotourism, locating in the unction of changsha-zhuzhou- xiangtan, is the first the AAA class tourist attractions assessment by the China National Tourism Administration. The area is rich in tourism resources, beautiful scenery and ecological environment. But the development of many tourism products in this area is not in high level, and marketing tools and methods are not effective. This paper bases on marketing theory, first SWOT analyses the marketing status of Shiyan Lake and its environment, and then on this basis, I use STP strategic theory to subdivide market, to choose target market towards and to position market towards Shiyan Lake. According 4Ps theory, tourism marketing strategies are provided from the four aspects of product, price, channel, promotion puts, employees, officers, local government. And finally we have this conclusion:With the rapid economic development and Changzhutan two type society construction, Shiyan Lake has a good opportunity for development. Shiyan lake's current problems are mainly reflected in these aspects:the brand having not been set, the updating of product can not meet the needs of tourists and the product being not been in-depth developed, transportation and communication facilities within the area are imperfect, having no reasonable travel routes, the most important problem is the lack of a trained and professional sales team. Shiyan Lake is Changsha-Zhuzhou-Xiangtan region, with the further development of tourism products, the market space can gradually expand. Shiyan lake's tourism should regard market position as the center, enhance the depth of tourism product development, improve the current tourism product quality, design a tourist route satisfied by visitors, and select scientific and rational pricing strategy, carry out accompanying pricing strategies for popular products, but high-priced strategy for self-development, unique tourism products, such as the quality of development training, race and so on, ticket prices can be floated according to seasonal tourism, and that discrimination pricing strategy can be adopted basing on the actual situation. At the same time focus on short-channel, indirect channels and strengthen co-operation among travel agencies; fully use modern promotion means,such as advertising, public relations, promotions, Internet and so on to expand the tourism products in Changsha, Zhuzhou, and Xiangtan.