Study On Tourism Marketing Strategy Of Slender West Lake Scenic Spot In

China economy has developed fast for the past thirty years, since the reform and opening. People’s living standard has improved a lot and tourism has become an important way of leisure life. Thus, tourism industry has gradually turned into a major industry of national economy. Globally, tourism industry has become the largest industry, surpassing oil industry and automotive industry. Domestically, tourism industry has become to be the pillar industry of the service sector. National, provincial and local governments have regarded promoting the development of tourism industry as an important measure of local economy development. Jiangsu Province has abundant tourism resources and enjoys good reputation of the development of tourism industry. The increased value of Jiangsu service sector reached 46.7% of GDP, in 2014. Yangzhou, first batch of national famous historical and cultural cities, has always attached great importance on the development of tourism industry for many years. In 2013, city government issued ’Suggestions on Accelerating the Development of Tourism Industry’ to make tourism industry to be one of the major industries in Yangzhou. The city government took all kinds of measures to fasten the development of Yangzhou tourism industry. In 2014, the increased value of Yangzhou service sector reached 42.5% of GDP. The increased value of tourism industry reached 7% of GDP, so the tourism industry has become one of the pillar industries of Yangzhou economical development.Yangzhou slender west lake scenic is the business card of Yangzhou tourism industry. The scenic attracts almost 4 million tourists every year, which directly or indirectly promotes the increase of Yangzhou tourism economy, leads the development of Yangzhou modern service sector, improves the tourism quality of the scenic and advances the brand influence of the scenic. Therefore, reinforcing the research of the marking strategy on Slender West Lake Scenic tourism has the innegligible meaning on promoting the market competence and maintaining sustainable development.Based on the researches of the present scholars, this paper applies PEST analytical method on the external circumstance of the scenic, and finds the opportunities and threats of the tourism development of the scenic; in addition, this paper applies SWOT analytical method on the inner favorable and unfavorable tourism resources, and put forward the idea that the scenic should strengthen the unique quality of world cultural heritage, make full use of the brand "National Culture Tourism Model Area " and strive to develop cultural tourism marketing. Moreover, the scenic should make an overall marketing goal and specific marketing strategy, that is, marketing strategy, image strategy and internet marketing strategy. Last but not least, from the perspectives on policy, communication, talents and funds, the scenic must have the safeguards for implementing the strategies.