The Marketing Strategy Research On The Ancient City Scenic Area Of Taierzhuang

Zaozhuang city Taierzhuang scenic area constructed in2008.Since that, it rapidly became more influential and gathered a lot of popularity. As a new area, what method does Taierzhuang use to open up a new situation in more competitive Chinese tourism market? It became an answer for a lot of people to know. We think it is related to the marketing strategy At present, there is no systematic analysis of Taierzhuang scenic area marketing strategy. Through the use of marketing theory, strategic management theory,combined with the current situation of Taierzhuang, and using field survey and market research methods,this article hopes to find out its shortage and problem and make systematic study of Taierzhuang ancient city marketing strategy,to find window and experience and put forward to improving opinion and proposal.According to Porter’s Five Forces Model and SWOT method,we make characteristic analysis of the scenic area to obtain the character. Such as the node of linear cultural heritage,complex character of culture,the distinctive features of Jiangbei Shuicheng,the symbolic character of Chinese nation Anti-Japanese War history. Based on this, we use the7p theory to analyze product,price,promotion,place,people,physical evidence and process strategy. In this foundation,we make out the current marketing pattern:government leading, intensive investment, main attack high-end,complex products and clutching the travel agency.Then, contrasting the market survey and the analysis of market segmentation and the selection of target market, we make suggestions to establish the experiential marketing concept to improve the marketing strategies furtherly, such as to enchance the brand image,to create the distinctive theme experience of landscape, to create a unique atmosphere, hold more experiential activities, product high technological content of theme performance with the help of water and so on.Through these measures,the scenic area can become a unique experiential theme park attracting more tourists and an influential tourist destination in China.