The Study On Marketing Strategy Of Baicaoyuan Resort For Leisure And Tourism

With the development of economy, people's living standards improve,people's income has been greatly increased, and people have a higher quality of life for leisure travel demand. Leisure tourism has become the best choice for people to spend their leisure time. But with the improvement of people's living level, people have a higher pursuit of tourism, traditional tourism has not attracted a lot of people's interest, and in recent years, the rise of tourism in the same time to improve their health resort style travel to meet their needs, so has been rapid development. Can imagine the rise of the industry has brought a lot of competition, and due to the leisure tourism industry is relatively large investment,long payback period, as the government is concerned how to guide the healthy development of enterprises, as a business, how to develop, manage, planning and management of enterprises so that enterprises are competitive, we want to think about the problem. Especially in the project development, there are many problems, such as the lack of professional marketing team, brand awareness and marketing concept behind, the information network is relatively backward,marketing channel is not smooth and other issues., therefore, how to solve this series of problems to improve the marketing effect of the resort will be an important topic of the research of the sustainable development of the resort tourism. Market segmentation and differentiated marketing, experience marketing and brand marketing is the key point of the marketing mode research in recent years, the Baicao garden ecological leisure resort of the marketing environment, the impact of the status quo, marketing strategy implementation and guarantee etc. were studied.This study first by Baicao garden resort to conduct field research, and then to the resort, the marketing environment including macro environment, industry environment, the target market and consumer environment analysis, and through the SWOT analysis of the marketing environment, clear in Baicao garden resort village marketing environment. Followed by the Baicao garden resort tourism marketing present situation carries on the analysis, including the analysis of the marketing present situation and the existing problems, find out the blockingfactors of the development of enterprises in marketing. Finally, the marketing strategy and guarantee measures are Bai Cao garden tourism resort. The research mainly draws the following conclusions: with development of Heilongjiang Province tourism industry rapid and healthy, Baicao garden resort tourism has a broad prospects for development, but in the marketing strategy still exist a series of problems. Such as lack of professional marketing team, brand awareness and marketing concept behind, the degree of information network is not enough.Baicao garden resort tourism through to create a marketing elite team, using product strategy, network marketing strategy to promote its own brand, and ultimately achieve increasing benefits of the tourism resort. This research has certain reference value to the small and medium sized tourism vacation enterprise in the marketing strategy.