| With the development of economic globalization and continuous improvement of people’s living standard, and more and more leisure time from the public people, the momentum of rapid development of eco-leisure tourism in the country. Ecological and leisure tourism have growth rapidly in the country, and Then, so many tourist spots begin to develop,plan and construct the ecological and leisure tourism. But for the status quo in terms of domestic leisure tourism development, it is still in the initial stage of comparing the international situation, especially in marketing and publicity, whether it is theory construction practice research, are all very immature, and there are many issues to be resolved. Therefore, this is particularly important to research.Changxing County is located in Huzhou City, Zhejiang Province, who won the Reputation of the national comprehensive strength hundred county and national competitiveness hundred counties, it has a high level of economic development, And within the region also has rich natural and cultural tourism resources, it hailed as "the hometown of the world ginkgo, More than30,000plants native ginkgo tree throughout within the Baduka, constitutes a rare ecological wonders of the ancient ginkgo. However, because of rich natural tourism resources did not attract enough attention and effective protection of the relevant departments and local residents, resulted the tourism resources have not been effective use and development, the tourist area visibility is still low. Because of the Baduka tourist area marketing is still lack of overall planning, tourism projects in the productization low degree, fame is low, in east China market is to have certain influence, but the intensity of the special promotions are relatively weak. In this paper, for Baduka ancient gingko corridor tourist area as empirical research object, in order to solve the conflict between the scenic spot resource development and environment protection, Ascension scenic spot as the main task popularity, In order to promote the sustainable development of ecological tourism for tourist area, deeply analyzes the existing problems in marketing, and combined with actual situation area, puts forward effective countermeasure, hope to promote the sustainable development of tourism industry changxing county.This papers as basic background theory of the tourism marketing, sustainable development and marketing, By using analysis of many research method of combination with literature analysis, market research method,comparative analysis method,interdisciplinary cross and perspectives, First of all, take the comprehensive introduction basic situation of the Baduka ancient gingko corridor tourist area; second, found out the advantages and disadvantages of homogeneous domestic tourism through the analysis of the present situation of tourism marketing, and then analyzes the tourist market situation, determined the tourism market positioning and theme image positioning, eventually selected the suitable marketing model. And Finally discussed the detailed marketing strategy from the aspects of marketing, the event marketing, differential marketing and channel marketing, meanwhile in the process of analysis with the HRM thinking, so that the proposed marketing strategy is more feasible.The first part is introduction section. Firstly, it proposed a background and research significance in this paper, Analysis present problems and the future development trends through the analysis of the current situation at home and abroad of this study, and put forward the ideas and research methods.The second part is the general situation is introduced. Mainly analysis the Baduka ancient gingko corridor tourist area’s historical evolution, current tour resources and market situation.The third part are mainly analyzed the present situation of marketing from Baduka tourist area. Analysis present situation of the marketing in study area, found the existed problems through investigation, and researched the cause of the problem, the last, analysis the advantages and disadvantages of marketing through the domestic homogeneous scenic area comparison.The fourth part is about marketing mode choice of tourist area. This chapter of the key part for paper, first, from the analysis of current environment for choice of tourism market trend, the second is to study the area a detailed analysis of the tourist market, determine the existing tourist market condition and its evaluation, and then the tourist area marketing and theme image accuracy position, and then choose the appropriate tourist area of marketing model.The fifth part is about marketing promotion strategy of Baduka ancient gingko corridor tourist area. The author took the comprehensive analysis respectively from the marketing, differential marketing, events marketing and marketing channels.1、Integrated marketing. And divided into tourism product integration, capital integration the coordination with the related departments integration three aspects.2、differential marketing. As ecological leisure resorts tourist area, if it wants to form a certain market competitive advantage, and improve their core competition force, it should attach importance to the resources endowment characteristics, and combined with actual situation around, using differential marketing strategy, the core value of tourism products, cultivate their own tourism brand image. This article mainly from two sides analysis of difference for tourism image and tourism product development.3、the event marketing. from marketing strategy of tourist area to look, event marketing way is relatively single, and radius is near, no special innovative marketing events, and in the network and the television exposure is weak, it is difficult to target market tourists leave deep impression, need to increase the future for the event marketing propaganda and the breadth. 4、multi-channel marketing. Key focus on the construction of tourist site, Microblogging Marketing platform promotion and the coming of the era for Micro movie marketing.5、the experience marketing. Mainly from three aspects analyzed by the depth excavation from experience tourism project, Experience in the service marketing in the interaction between tourists and the building of experience atmosphere in tourist resort.The sixth part is the conclusion and prospect. The main research results of this paper summarized and concluded, points out that is yet to be further research paper specific problems, and the future study direction is discussed in this paper.The major contribution of this study in the following several aspects:1、take the overall introduction of Ancient ginkgo promenade tourist Area tourist area’s tourism resources, as ecological leisure resorts tourist area, stress evaluation of the characteristic of landscape, suitability ecological and sensitive ecological area, to provide the basis for follow-up of tourism resources of depth development.2、thoroughly analyzed the present situation of the Baduka tourism marketing, summarizes and to point out the seven core problem. And then analyzed respectively, with the well-known domestic homogeneous type tourist area advantages and disadvantages of comparison analysis use the comparison method, find out their own features and advantage.3、take the detailed analysis on aspects of tourist demographic characteristics, behavior characteristics and perception channel, motives and tourism resources preference for visiting Baduka tourist through the market questionnaire method, and on this basis segment, determine the target market, for tourist area operators conduct market marketing work to provide the safeguard.4、based on determining of the Baduka tourist area’s target market and key market positioning. it gives the corresponding marketing strategies respectively from the integrated marketing, differential marketing, the event marketing and experience marketing etc. |
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