Research On Marketing Strategy Of The Railway Guerrilla Film Park

The Railway Guerrilla Film and Television Park is located in the Railway Guerrilla Memorial Park in Xuecheng district,Zaozhuang city,Shandong province.Established in2005,it is a classic red tourism scenic spot,including red tourist landscape,large-scale film and TV drama shooting and patriotism education base.After the Railway Guerrilla Film and Television Park was incorporated into Zaozhuang "2-day tour",although it got some development,but it failed to give full play to the unique culture and tourism advantages of the scenic spot,especially the lack of effective marketing ideas and strategies.With the rapid development of the Taierzhuang Ancient City,the Railway Guerrilla Film and Television Park has gradually become a supporting role in Zaozhuang's 2-day tour,and it's tourism status in Zaozhuang is increasingly embarrassing.Railway Guerrilla Film and Television Park has both red tourism and the concept of film and television tourism,development potential is relatively large.Starting from the current and developmental situation of Railway Guerrilla Film and Television Park,this paper first analyzes the external marketing environment and Industry environment of the scenic spot by using PEST and Michael Porter's Five Forces Model,then uses SWOT method to analyze the strengths,weaknesses,opportunities and threats of the scenic spot,and puts forward the SWOT optimization combination strategy of the scenic spot.Through on-the-spot investigation,this paper summarizes the current marketing situation of scenic spots,and then sorts out the problems existing in the marketing strategies of scenic spots,and analyzes the causes of the problems.Then through the field survey and tourist questionnaire,the author analyzes the STP strategy of the scenic spot,determines the target market of the Railway Guerrilla Film and Television Park scenic spot.In view of the existing problems,based on the classic 4P marketing theory,this paper puts forward the marketing strategy improvement measures of Railway Guerrilla Film and Television Park from Product,Price,Channel and Promotion.In order to make the improved marketing strategy feasible,the author puts forward the guarantee measures of marketing strategy improvement from System,Talent,Culture and After-sales service.This paper mainly adopts the method of literature research,questionnaire survey andfield research,aiming at rational planning of the scenic spot,comprehensively enhancing the image of the scenic spot,creating a famous brand of the scenic spot,and greatly improving the comprehensive competitiveness of the scenic spot..Finally,the railway guerrilla film and television park has become a famous tourist destination in China.At the same time,this later also provides reference for other scenic spots.