Wenchuan Ginkgo Township Qiang Cultural Square Project Marketing Programs Study

As a typical town in the quake-hit area, Yinxing Village lost much farmland and suffered great losses due to the earthquake in 2008. One year later, post-quake restoration and reconstruction had been carried on in full swing. Though the central government had allocated more than 150 million yuan as relief funds for the earthquake, a problem that hard to make a development with the funds popped up during the post-quake reconstruction. To begin with, local villagers can no longer become rich by simply planting because of the disappearance of their farmland. Secondly, Apart from the capital for the infrastructural construction, there are special funds of the culture industry amount of 21 million yuan can not be used into the project that has the hematopoietic function. Thirdly, the post-quake reconstruction not only makes a chance for promoting the Qiang culture, but also presents an embarrassing situation due to the lack of the operational entities of the market. For all these reasons, the government of the township level decides to work on a project that setting up a Qiang culture square in order to promote economic development of the Yinxing village, and then solve the problem mentioned above. The Qiang cultural square which covers an area of 13,222 square meters in total was built half a year later. It applies the model of "overall planning, patch management", which means that the government will make a whole planning to bring in some enterprises and operate the project. On the whole, the Qiang cultural square focuses on the following three points. Firstly, the dissimilar culture is adopted as a marketing concept. Secondly, the theme of this Qiang cultural square should be fixed clearly and accurately. By designing the landscape, styles and features of ancient Qiang village's society, economy or other aspects will be presented to the tourists. The last is to make a complementation to the tourist industry of Yingxiu Town, in order to make up the deficiency of the building groups which symbolize the Qiang ethnic minority.The marketing strategy of Qiang cultural square project highlights Qiang cultural tour and earthquake sightseeing tour. Firstly, the pricing strategy of the tourism products is based on demand. Secondly, it adopts indirect multi-level and multi-distribution channel strategy with the content of characteristic tourism products. The third point is the marketing strategy for tourism products which is advertising and public relations oriented. The fourth point is the innovation of marketing strategy. The implementation of Qiang cultural square project can bring enormous social and economic benefits to Yinxing Village, which alone, can bring an increasing of per capita income by 1094 yuan for people in Yinxing Village which has a population of 2714. The scale of Qiang cultural square project marketing is restricted, which leads to large initial investment cost but small gains. In addition, different parts of projects have different product life cycle in operation, which results in inconsistent capital return rate, and thus affecting the overall promotion of marketing strategy. Besides, the cultural square project is located adjacent to the ninth ring and the epicenter Yingxiu, so the visitor source is seasonal. And as it is a new project, in the distribution channel and the information transmission and market promotion between companies, distributors, retailers and the public, it is still the key point of marketing for the public to raise awareness of this project.As stated above, the marketing suggestions of the Qiang cultural square project lie in carrying out the idea of sustainable development without stereotypical developing and marketing, while plan on a long-term basis so that bring more and more profits. The first step is to integrate into the tourism economic circle of Aba Prefecture, then to tap the full potential of the connotation of the Qiang culture. In order to 'integrate the cultural resources of this minority area, bring out the tour route of certain destinations. As for the connotation of the products, the way to show the products should have a change by spreading news. Taking the chance of the integration of culture and travel after the earthquake, develop and bring. out a tourism program which has special cultural characteristics of Qiang and can combine the tourism with catering. To rebuild the sporadic shops which sell handicraft products in the cultural square into an ethnical characterized shopping street which sells souvenirs. Secondly, we will involve with the economic circle of Chengdu, extend the range of the project and further blend into the core culture of the Wenchuan earthquake. With the help of the card of earthquake tour in Yingxiu, we will plan to establish high-quality service centre in the cultural square and explore the Earthquake Souvenir. Besides, we will creatively blend the great panda into the culture gallery. In order to absorb more heritage experts to the leisure destinations of panda home and international tourism district, we will spare no effort to build the brand of the great panda in the cultural square. What's more, we will blend the culture of Jiuzhai tourism into the project, building the brand of "Qiang and Embroidery Village" and forging experience zone of Qiang Embroidery to establish the pattern of corporations plus peasant household. It is important to merge into one-hour-economics of Chengdu. We should develop the potential of self-driving tour market, and establish associative mechanism of publicity and promotion. The focus should be on the combination of image-promotion and publicity of tourist products. Thirdly, increasing training to the current tourist talents. We should employ their talents as much as possible, as well as bring in intellectual people. At the same time, retaining supervisors, ascertaining incognito, and supervising in time are needed. Fourthly, striving to develop network marketing, that is to say, network can be applied in the process of marketing so as to cut down the cost of products, because abridged costs for customers mean competitive edge for corporations.Anyway, marketing of the Qiang culture square should base on the distinguishing features of the square itself, and adopt a small but fine marketing philosophy as well as a marketing model of "overall planning, patch management". With the diversified marketing channels and the innovative operation philosophy, problems occur in the process the development can be solved, and economic returns and social benefits will be achieved at the same time.