The Research On Marketing Strategy Of Daweishan Scenic Spot

Under the background of weak recovery of world economic and its increasingly developed regional differentiation.Tourism has become the maintain strength of the economic growth.Tourism integration development leads transformation and upgrading has become a tendency,and all departments jointly promote the development of tourism pattern has already formed.Daweishan scenic spot,owns the biggest area of east Chang-Zhu-Tan urban agglomeration,the highest forest coverage rate,the best natural ecological environment,is a “green screen” to the east of Chang-Zhu-Tan urban agglomeration,and also the best ecological scenic spot.Daweishan scenic spot needs to adjust its Branding and marketing strategies in order to keep up with the growing number of tourists and their demands.It is believed that taking a step forward from being a traditional sight-seeing tourism destination to an ecological tourism destination,where a range of offerings including sight-seeing,vacation services and tailored-tourism products could be provided,would be the most imminent issue for Daweishan scenic spot.In this paper,we will apply a comprehensive use of Marketing and Tourism marketing,by combining theory and practice to analyze the current situation and marketing strategy of Daweishan scenic spot.On the basis of analyzing the former tourists-destination Market strategies,the theory of tourism marketing would be put into the management of tourism management of Daweishan scenic spot.Firstly,we will use SWOT analyze strategy to the marketing environment of Daweishan scenic spot along with three aspects,those are current situation,macro environment and micro environment.Secondly,we will carry out STP strategy properly according to the result of market survey,aiming to segment the target market of Daweishan scenic spot and choose the target market which is potential and share the same tourism resources with Daweishan scenic spot.Thirdly,by analyzing the characteristics of scenic spot orientation and target market,we can make optimized suggestions to the Daweishan scenic spot tourism destination strategy of 4P(Product,Price,Place,Promotion).Last but not least,we will put forward safeguard measures toward destination marketing strategy of Daweishan scenic spot,which contains four aspects,those are the system,the organization,the people and the technology.Researches to the marketing strategy of Daweishan scenic spot will be made in this paper,also we will carry out corresponding marketing strategies and safeguard measures by analyzing the market environment and target market.it is not only give some constructive meanings for the tourism destination development of Daweishan scenic spot,but also has certain reference and instruct for the marketing practices of other Eco-tourism destination.