Research On Marketing Strategy Of Cultural Tourism In China

In recent years,with the vigorous development of cultural tourism industry,cultural tourism projects have received great attention,many of the real estate as the background of enterprises to join the cultural tourism project development tide.Create a unique combination of regional cultural elements,and show the unique cultural connotation of the project,whichbring a new experiencefor domestic tourists.One of the larger and higher comprehensive level's project undoubtedly was the cultural tourism project of Wanda Cultural Industry Group,Wanda Xishuangbanna international tourism resort successfully put Dai culture into the theme park,cultural show,hotel group and other design,use more strong marketing strategy,attracted a large number of tourists to Wanda Xishuangbanna project experience cultural tourism products.However,although Wanda Xishuangbanna International Tourism Resort relies on the "Wanda" brand,huge investment and marketing strategy is comprehensive,but the revenue and hospitality are not as good as the international first-class paradise,so this article through analysisingthe Xishuangbanna tourism market environment,through researching themarketing strategy of Wanda Xishuangbanna cultural tourism project,to find out the advantages and disadvantages on Wanda marketing strategy,and make recommendations.This not only benefit the improvement of Wanda marketing strategy,but also provide some marketing strategy reference for other enterprises of imitating Wanda model,meanwhileprovide marketing strategy reference for other cultural tourism products in Xishuangbanna region,to promote development in Xishuangbanna tourism,promote the economy ofYunnan Province.This paper adopts the method of literature analysis,investigation and analysis,comparative analysis,quantitative analysis to access cultural tourism marketing strategy theory-introduce the current situation of cultural tourism market in China-analysis the market environment of Wanda Xishuangbannacultural tourism project-using 4P theory to study the marketing strategy characteristics of Wanda Xishuangbanna cultural tourism project and to find out the problem-put forward the optimization proposal.Through the research,summed up the characteristics of Wanda Xishuangbanna international tourism resort marketing strategy in the product,channel,price,promotion of four aspects.At the same time,also found out some existent problems of marketing strategy,such as product design is not comprehensive,the brand set up weak,poor performance of key channels,lack of planning and promotion activities,market segmentation insufficient and disorderly price.Finally,put forward that perfect product mix,strengthening brand,channels selection and cultivation,optimization activities planning and promotion methods,market segment andstabilizeprice system.I hope these suggestions can have some help to wanda and other cultural tourism projects.