Research On The Marketing Strategy Of Zhao Jun Lake Tourism Corporation

Tourism industry has become the world’s largest industry, which has a low resource cost,high driving coefficient, the industry can create more employment opportunities and positive comprehensive benefits. Since China has put forward the reform and opening-up policy, the scope of tourism industry are expanding increasingly. Thus, the state council explicitly proposes to strategically boost the tourism to be a main industry of the national economy development and a modern service industry which people will satisfy. Consequently, under this background that tourism has transformed from sightseeing to leisure and regimen period.The industry will have to adjust their marketing strategies to meet requirement of the external environment and to satisfy the consumers.The thesis analyzed the external political, economic, society and technology by using PEST and contemporary marketing theory based on the case of Zhao Jun Lake Company.The portfolio of corporate marketing and client resource will be analyzed by product, price,place, promotion under the 4P framework. The SWOT will determine the internal strength and weakness and external opportunity and threat of the company. Meanwhile, the field research and interviews not only show the organizational structure and the conditions of product price place promotion but also point out several results--- tourists are mainly come from Yulin City during the past stage and we should pay more attention to expanding market in the region of Xi’an Yan’an in the future; the thesis will give some comments and recommendations on the aspects of product, price, place, promotion; we also need to view the middle and high classes such as people from governments, enterprises as the core target market. In the end, the purpose of this thesis is to give the recommendations which could help Zhao Jun Lake Company to be a reputed and provinced-class company, after the companyadjust their marketing portfolio, internal resource and build a good relationship with external stakeholders.