Study On Marketing Strategy Of Shaoxing City Tourism

With rapid development, the tourism industry as the pillar industry and the important industry becomes more and more important in economic development. Through the efforts for energetically developing ancient Shaoxing tourism, Shaoxing Government has really obtained some achievements in recent years. However, compared with the tourism in the surrounding cities of the Yangtze River Delta Area, ancient Shaoxing tourism has not yet had a famous tourism brand. Therefore, it is currently urgent to create an excellent ancient Shaoxing tourism brand. Brand marketing can rapidly improve the popularity and the reputation of ancient Shaoxing tourism brand and establish a good social image at home and abroad, thus promoting the development of Shaoxing tourism industry.The qualitative and quantitative method combining theory and practice is adopted in this paper to demonstrate ancient Shaoxing tourism brand marketing strategy. Firstly, topic background and significance are elaborated and relevant research achievements of foreign and domestic scholars are introduced to propose relevant theory adopted thereby through analyzing tourism brand. Secondly, the general condition and the development situation of Shaoxing tourism are analyzed to find the disadvantages in ancient Shaoxing tourism development. Thirdly, ancient Shaoxing tourism brand marketing situation is comprehensively discussed through macro-environment analysis, customer market demand analysis and competitor analysis of ancient Shaoxing and SWOT analysis of ancient Shaoxing tourism marketing environment. Fourthly, the target market of ancient Shaoxing tourism brand is selected and positioned according to above analysis, and the marketing strategy is proposed for ancient Shaoxing tourism brand, specifically including product strategy, price strategy,channel strategy and promotion strategy. Finally, the supporting measures for ensuring the implementation of ancient Shaoxing tourism brand marketing strategy are researched from organization, investment and human resources.