Research On The Marketing Strategy Of Chuzhou Cultural Tourism

With the continuous improvement of our living standard, people’s quality of life requirements increasingly rich, tourism has become our country residents daily consumption of content, people in the process of participation in tourism consumption, of tourism destination and product requirements has become more diverse and personalized, the traditional based on the satisfaction of subjective feeling of the natural landscape tourism gradually based on meet the subjective and objective common cultural and natural coordination of diversified tourism replaced, to better meet the needs of tourists of the diverse needs, "Travel+" mode is tourism operators to chase after hold in both hands, and achieved remarkable results in practice. Based on the tourism resources and the market of Chuzhou, the survey found Chuzhou rich cultural resources, cultural resources, species diversity, with more than ten types of history, architecture, religion and art, cultural tourism resources of Chuzhou tourism resources accounted for a total of 3/4 parts, such as culture, cultural tourism brand to culture at home and abroad in Ming Dynasty enjoy a relatively high visibility and recognition, therefore the development direction of "tourism and culture" orientation of Chuzhou tourism, the cultural tourism of Chuzhou as the object of study, in the course of the study the author found some problems in the development of cultural tourism in Chuzhou, especially the development lag in marketing analysis and marketing promotion. Research on marketing strategy of Chuzhou cultural tourism of Chuzhou tourism development is of great significance.This article first carries on the analysis to the recent years Chuzhou tourism development and Chuzhou cultural tourism resources types and distribution, proposed the Chuzhou cultural tourism resources advantages and characteristics, with the marketing principle, combined with the basic research of cultural tourism and tourism marketing, marketing analysis of Chuzhou cultural tourism market, pointed out that the implementation of the marketing policy, location, resources and product advantages, development opportunities and coincides with the Nanjing city development and the adjustment of industrial structure and the strong market demand; through the analysis of the market survey of domestic and foreign tourist market of Chuzhou cultural tourism, the core market, Chuzhou cultural tourism market development opportunities and market classification, and subdivide the tourist market in order to seek for, the combination of marketing strategy and promotion foundation; in market analysis and Based on the investigation of the proposed Chuzhou cultural tourism marketing mix strategy, including product design, line combination from the aspect of the products, price including differential pricing, portfolio pricing, bundling pricing, rebates and demand pricing, channels, including direct marketing, direct marketing and network marketing, promotions including the integration of promotion, joint marketing, event marketing, network marketing, project promotion and media promotion, gives some specific means of marketing mix; at the same time according to the specific product categories from image marketing, joint marketing, event marketing, target marketing, Internet and television, and other aspects, and puts forward the way of marketing. Papers in the course of the study the purpose with the characteristics of Chuzhou tourism culture resources as a fundamental, according to the different classification of cultural tourism resources in Chuzhou, combined with the principles of marketing, according to the different products suitable for use of marketing strategies and promotion, change and improve Chuzhou cultural tourism marketing status and the perfection and supplement of Chuzhou cultural tourism marketing, in order to promote Chuzhou cultural tourism industry healthy and rapid development provides a good reference and inspiration, trying to from marketing to the development of cultural tourism in Chuzhou City to make a positive exploration.