Mount Emei Environment And Marketing Mix Analysis

With globalization, China's accession to the WTO and foreign tourist service corporations' pouring into the Chinese market, the competition faced by Chinese tourist enterprises is sure to be more fierce. Tourists are changing today, they prefer individualized travel and wish to have more fun and memorable experiences other than mere sightseeing. In addition the development of IT also poses great changes on tourist marketing. Unfortunately, the current research and practice in tourist marketing is not line with all the changes. Therefore, to have a new, comprehensive and thorough research of tourist marketing is quite necessary. Mount Emei is one of China's leading scenic spots, and the only one public corporation in Sichuan province. Current research of Mount Emei is mainly limited to certain specific parts, lacking comprehensive and profound study. A comprehensive research of Mount Emei can not only reveal problems and come up with solutions for Mount Emei, but also provide lessons and experience for other tourist enterprises both in and outside of Sichuan. The thesis is composed of five chapters. The first one briefly introduces Mount Emei. The second one is a SWOT analysis. With the help of the SWOT tool, the eternal opportunities, threats, internal strengths and weaknesses are revealed. The third one is focused on segment market analysis. This part analyzes the source areas and behavior of customers, and points out the proper segment markets of Mount Emei. The following chapter applies 4Ps tool and analyzes the product, pricing, channels and promotion practices, strategies and solutions. The last one is a brief conclusion of all the above analysis. The writer of this paper referred to a lot of books and statistics. The paper tries to research Mount Emei comprehensively and profoundly, avoids superficial discussion and narrow research angels, and puts forwards some practicable and creative solutions and suggestions. Hopefully, this thesis would be one of those important reference paper in Mount Emei research.