Research On Marketing Strategy Construction Of Guilin Qingshan Lvshui Farm

Along with the rural tourism market gradually take the heat,the old model has been declining,which can draw a lot of tourists' attention and interest,with only a few pieces of orchard vegetable,or several farm dishes.The reason is that they cannot get the simple natural quality of life that they longed for.The ecological leisure farm mode adapts to the development trend of leisure economy,and meets the needs of the guests,as it has updated from the simple "Farm Fun".As a result,many ecological leisure farm has appeared.To adopt appropriate marketing strategy is the key to come out and attract vast visitors so as to develop the market.Under the background of the surgery,this thesis,combining with the situation of Guilin Qingshan Lvshui ecological farm,discusses the marketing environment of the Qingshan Lvshui farm by using the SWOT method.After that,it analyzes the current situation and troubles of the farm,then proposes the concrete marketing strategies,in the interest of providing certain reference for ecological farm marketing planning.The third part firstly elaborates the status and trend of Qingshan Lvshui ecological farm in development,and then discusses the strengths and weaknesses,opportunities and threats of Qingshan Lvshui ecological farm by using the way of SWOT analysis.Finally,the paper analyzes and judges the current situation of Qingshan Lvshui by using the SWOT matrix:the advantages outweigh the disadvantages,the opportunities outweigh the threat.As a result,we should adopt the SO strategy.Namely,we would grasp the chance to develop itself as the occasion demands,develop the product,and positively put the late-model marketing approach into effect,vigorously expand the market,which promotes the Qingshan Lvshui ecological farm to achieve sustainable development.Then,it states the existing circumstances of Qingshan Lvshui ecological farm from the marketing strategy,the marketing channel and the marketing strategy.Then,this paper discusses the marketing effect of the farm,through the analysis of the results of the online questionnaire.Though it has made progress,however,there are also some shortcomings.Specific problems are:the lack of a clear market segmentation,the lack of the body of the tourism products,inadequate marketing channels,the lack of clear brand positioning.The last part is the specific marketing strategy.On the foundation of the conclusion of the above analysis and the specific circumstances of Qingshan Lvshui ecological farm,this easy gives some feasible strategies,which includes market segments,developing products,expanding channels,deepening the on-line marketing and brand marketing.Finally,it emphasizes the marketing support,namely,policy,capital and talent.