Research On Development And Marketing Strategy Of The Operation And Management Company Of Beichuan Qiangcheng Tourism Area

In the economic globalization and the integration of the world economy under the function, the global tourism industry has entered a golden age of rapid development. "5-12" earthquake and post disaster reconstruction, Beichuan formed a large number of high-quality tourism resources, especially the 2013 the Beichuan Qiangcheng Tourism Area successfully listed on the national 5A level scenic spots, Beichuan set up a State-Owned Company—the Operation and Management Company of Beichuan Qiangcheng Tourism Area operating the business management, the number of tourists received a breakthrough in 2013 exceeded 3000000 people, is in a critical period ofinitial take-off. But in the operation of the exploration, the company is still in the development and marketing of products still exist many problems, the operation failed to achieve the desired effect. Focusing on tourist channel, tourist facilities, tourism services market and tourist preference to design the content of questionnaire and interview(500 questionnaires were issued, 457 were gave back, 91% were effective,including 22 questions closely related to the customers) to analyze the tourists market demand, tourism products development and marketing. Moreover, the author gave some suggestions on the product positioning and marketing.This paper carries on the analysis to the Operation and Management Company of Beichuan Qiangcheng Tourism Area operating tourism product development status from the tourist point of view, and put forward the development of tourism products and marketing strategy of. From the status quo of tourism product tourists perception perspective, have the intersection between the Operation and Management Company of Beichuan Qiangcheng Tourism Area have developed tourism products and tourist demand, but there are a lot of different. The Operation and Management Company of Beichuan Qiangcheng Tourism Area has offered the basic tourism products to visitors required, such as a museum and memorial hall, hotel, tourism products, farm music for different groups of accommodation, conference facilities; but the visitor experiencetourism products to leisure, demand has not been met, such as expected by visitors theme Park, recreation center, entertainment and so on, therefore, the design and development of the necessary leisure products is very necessary. Based on this, the author unifies to the government departments and the Operation and Management Company of Beichuan Qiangcheng Tourism Area in high, middle manage men staff interviews, puts forward the general orientation of the Operation and Management Company of Beichuan Qiangcheng Tourism Area tourism products for tourists. Change of single seismic image in the eyes of the company, through the construction of participatory, interactive, entertaining, enjoy, stimulating and interesting leisure tourism projects, highlighting the tourism image on the other side—leisure, let its successful transformation, gorgeous, culture in earthquake, Qiang culture, culture of great love in one product. In the aspect of pricing, economic characteristics of audience groups based on differences, expand the service quality and service project different pricing, service strategy. In the product channels, not only to develop network channel,the entity shop(travel) channel, stereo media channels, planar media channels. The foundation and development of a secondary market in the focused, targeted, purposeful development level of market two. In the aspect of product sales promotion, through different culture, life difference in different region, the implementation of different promotion strategy, guarantee the products in the relative and absolute predominance status inhomogeneous tourism products.