The Research Of Qionglai’s Tourism Market Positioning Which Is Based On The Theory Of Co-competition

In recent years, the tourism industry accounted for the proportion of national economy is rising year by year, and has continuously strengthened its market position, under the background of economic globalization, the development of regional tourism is payed more and more attention, no tourist destination can split with another, inevitable with the relationship between competition and cooperation, and how to seek a balance in the cooperation and competition, finally realizes the win-win is the problems needs to solve by tourism development.The development of tourism cannot leave the support of the consumer, how to position is the key to win the consumer marketing.This article mainly study on the theoretical research and empirical research and countermeasure research.On the theoretical research, this article combed the document of co-operation and market positioning theory in domestic and foreign,to determine the point of this article,sure the market orientation conception and its theoretical basis,under the guide by theory of competition,the support of symbiosis theory, competition theory and system theory, to research the market positioning, under the guide of the STP theory and 4PS theory, to propose tourism market development strategy of Qionglai city.On empirical research, by the way of literature review, questionnaire, interview and content analysis to know the tourism resources and market situation of Qionglai, the problems existing in the tourism market on several aspects, little industry policy support,loose government management, rich but lack of features in tourism resources, single tourism products lack of depth, tourists mainly from close distance, infrastructure construction needs to improve, the promotion way limited and unbalanced regional development ln view of the existing problems, subdividing the Qionglai city tourism market,according to the geographical factors,it will be divided into the domestic market and international market, according to the purpose of tourism consumption group, the Qionglai city tourism market segmentation for the traditional tourist market, ecotourism market, leisure vacation, outdoor sports market,according to the age structure, Qionglai city tourism market can be subdivided into old age, adult, youth, children tourism market,according to people’s social status, power and wealth, Qionglai city tourism consumers can be divided into upper, middle and lower tourists.On countermeasure research, on the basis of market segmentation and target market selection, takes the overall image may be defined as "the silk road town,drunk love Qionglai", short-range tourism image positioning for the "manor tour,tianfu xiyuan", and develop theme entertainment as hot spring, sports fitness, rural leisure vacation, characteristic food shopping, ancient town tourism, the silk road culture, cultural experience product system.Promotional way to strengthen cooperation with travel agencies, media business cooperation, to establish its own official media, method of cooperation are the government plays leader, joint model, attract+to connect, the collective purchasing mode and one-stop mode.By the analysis of Qionglai city tourism market,sure that the development of tourism industry will be a big boost.