Study On The Precision Marketing Strategy Of Shandong Underground Grand Canyon Based On STP Theory

More and more personalized tourist demand puts forward higher requirements to the marketing way of scenic spots. The progress of Internet technology provides many new marketing tools and platforms, by which the scenic spots can carry out precision marketing to meet the needs of the tourists with low investment and high efficiency. The questions of current marketing of Shandong Underground Grand Canyon Scenic Spot are: marketing idea backwardness and ignorance of market demand, single marketing channel and over reliance on travel agency, outdated marketing strategy and low marketing accuracy.The implementation of precision marketing not only adapts to the tourist demand changes, but also improves the scenic spot’s marketing efficiency and scientificalness.The paper takes Shandong Underground Grand Canyon Scenic Spot as the research object, preliminary studies the precision marketing strategy. The author hopes to provide some reference for the scenic spot’s marketing practice, also as an attempt to introduce precision marketing in tourism industry.The research is based on field survey and questionnaire survey, the field research work in Underground Grand Canyon Scenic Spots lasted for up to four months, obtained objective knowledge and subjective perception of the scenic spot in practice, collected a large number of first-hand information and Underground Grand Canyon Scenic Spot’s 10 years of operational data. Then, the information of the Underground Grand Canyon visitors was investigated through 447 effective questionnaires, and the comprehensive system data were obtained. The paper establishes Underground Grand Canyon precision marketing concept model based on STP theory and accurate marketing theory, data analysis software was used for multivariate statistical analysis on the questionnaire data, targeting and positioning of the tourist market segmentation under the framework of STP. Segments scenic products and channels, corresponds which with three kinds of target markets: ―the students‖, ―the self-employed workers‖ and ―the white-collars‖, puts forward precise marketing strategy,realizes transfering right information to the right tourists at the right time by the right channel,also this is the essence of precision marketing.