The Research On WQ Cultural Tourism Group Marketing Strategy

With the rapid development of China's tourism industry and the change of tourism consumption habits,China's tourism development is changing from a single tourism to scenic spots,leisure and vacation,cultural experience and other forms of coexistence.Among them,cultural tourism has become a popular way of tourism.In recent years,the relevant departments of the state have issued the National Tourism and Leisure Program,Tourism Law,Some Opinions on Promoting the Reform and Development of Tourism Industry and Tourism Quality Development Program(2013-2020),which put forward normative requirements for the development of cultural tourism industry.In March 2018,China held the First Session of the 13 th National People's Congress,which proposed the Plan for Deepening the Reform of the Party and State Institutions and decided to make cultural tourism a major driver of social development and economic growth.It was decided that the Ministry of Culture and Tourism should be set up.It can be said that the consumer market of the tourism industry and the future of the investment market can be expected.WQ Cultural Tourism Group is a modern cultural tourism enterprise which integrates scenic area operation,Hotel management,cultural health and old-age real estate.However,after years of operation,the profit growth rate of WQ Cultural Tourism Group has not kept up with the investment and cost increase.The marketing strategy formulated at the initial stage of the establishment of the enterprise has been unable to adapt to the current situation.In addition,with the emergence of competitors,the profit level has dropped significantly.Therefore,it is urgent for WQ Cultural Tourism Group to redesign its marketing strategy.This paper uses relevant marketing theory and research methods to analyze the marketing environment in which WQ Cultural Tourism Group is located,analyze market opportunities,and find out the company's problems.On this basis,using STP analysis,4P's theory to subdivide and locate its target market,integrate and optimize the original business,research and formulate marketing strategies,and propose corresponding marketing strategies to establish implementation safeguards.The purpose of this paper is to provide some reference and related suggestions for WQ Cultural Tourism Group,especially in terms of business development,and promote the business development of WQ Cultural Tourism Group.