The Marketing Strategy In Tourism Resources Of Shen Yang Scenic Areas And Its Surroundings

It is well known that even ordinary people now have higher pursuit with the qualityof life due to rapid development of society. They not only require material abundance butalso the pursuit of spiritual satisfaction. Most people have chosen traveling as theirpleasure after hard work. However, the tourism industry is facing fierce competition inthe market. Tourism marketing is now playing an increasingly important role in guidingthe development of the tourism towards the right direction.Shenyang Scenic Area is located in the northeast of China. The area is rich in snowand ice resources in winter, and has a cool and pleasant summer climate. Besides, with along history, Shenyang is famous for the Royal buildings, which is full of Manchufeatures. But the level of some tourism products is not high, and it don’t have effectivemarketing strategy and methods. Based on marketing theory, this article first analysesmarketing position of Shenyang Scenic Area and its marketing environment, on this basis,STP strategic theory is used for market segmentation, and to determine target market forthe Shenyang Scenic Area. In terms of4Ps theory, tourism marketing strategies consist offour aspects，such as product, price, distribution channels and promotional strategies.According to the actual economy situation of the tourism region we can obtain thefollowing have this conclusions: with the rapid development of Shenyang societyconstruction, Shenyang Scenic Area has a good opportunity for its development, but atthe same time facing many challenges. Problems existing are as follows: Firstly, its ownbrand has not been established; secondly, tourism products lack in-depth developmentand traditional tourism products need to be updated to meet the needs of tourists; thirdly,the tourism area lacks a trained and professional sales team,which is the most importantproblem. With the further development of tourism products, Shenyang Scenic Area willoccupy a larger mark space and have a dominant position in the market competition. Itshould have an accurate market positioning, develop various tourism products, improve the quality of tourism product and service, design rational tourist routes which can satisfydifferent visitors, and develop scientific pricing strategy for different products, carry outaccompanying pricing strategies for ordinary products, but high-priced strategy forself-development, unique tourism products, including training, race and other activities,ticket prices can be adjusted depending on the season change. Besides, based on theactual situation, the area can carry out discrimination pricing strategy.This paper have a deep study on Shenyang and its surrounding areas with thepurpose to accelerate the development of the Shenyang Scenic Area.