Marketing Strategy Selection Of Xinyu City Fairy Lake Scenic Area

Tourism is the most dynamic and potential national economy industry of the world today. Paying more and more attention to the development of the tourism industry, the world has proposed the implementation of the tourism development of the national strategy. China’s tourism industry started from1978and after30years’rapid development, not only the scale and the industrial structure of the industry expand further, but also the industry position and the level of output improve further. Today, tourism has become China’s new economic growth point, the important pillar industry of many places regard tourism as an economic development or competitive industries. In these cities, Xinyu, as one of the "four small cities in Jiangxi Province, vigorously develops the traditional industrial advantage, also began to focus on increasing promoting the development of local tourism.Xinyu’s tourism resources are mostly concentrated in the scenic Fairy Lake, and therefore, the further development and refinement of the Fairy Lake scenic area has become an important part of advancing the development of Xinyu’s tourism. Fairy Lake area, is famous as the love of Holy Land, Islands Canyon Qushui, Millennium underwater ancient city and a subtropical plant genetic treasure house of the "big four superb view. Because of these, Fairy Lake have developed into the potential of the national large-scale eco-tourism attraction. This article is scenic to Xiannvhu as the object of study, designed to address the scenic spots in the development, while protecting the environment, achieving green and sustainable development issues, and also striving to shape Xiannvhu as the business card of Jiangxi tourism and similar scenic brand for the purpose of giving marketing strategy and implementation recommendations to promote the rapid development of Xinyu’s local economy.This paper is divided into six parts, respectively, Chapter Ⅰ:the Introduction, that is to propose the background and the meaning of the study, determine research ideas and frame structure of the full text. Chapter Ⅱ:Review of the tourism marketing theory. Overview on tourism marketing theory, this paper draws on the forefront of the tourism marketing theory, summarizes the research results and practical experience of domestic and foreign scholars and tourism operators. Chapter Ⅲ:A brief introduction to the Fairy Lake scenic overview, history, landscape projects, and tourism resources. Chapter Ⅳ:An analysis of the object of study of the marketing environment and the scenic marketing status quo. Also a Fairy Lake scenic PEST environmental analysis and a SWOT environmental analysis point out that the main problem in the scenic marketing. Chapter5of this chapter is the main part of the paper, the study gives a comprehensive marketing strategy. First, utilizing the theory of target marketing on the Fairy Lake scenic tourist target market selection, positioning, and from four aspects, namely, product, price, channel and promotional marketing strategy, elaborate a full range of Xiannvhu Lake. Chapter VI, the Conclusion and the outlook. Summarizing the main work and achievements of this article, and pointing out the need of further study.