| Caozhou peony garden of Heze city as the name card,the tourism marketing has great social and economic benefits to Heze.As both natural and humanistic landscape scenic spots,how to play in a world of increasingly fierce competition in the Chinese tourism market,it became a lot of people want to know the answer.We think,cannot do without the formulation and the implementation of Caozhou peony garden of a series of marketing strategy.At present,there is no domestic marketing strategy of Caozhou peony garden scenic spot system analysis article.We hope that through the use of marketing theory,combined with the current status quo of peony garden scenic spot,and by using the method of investigation to the market and combining the system in-depth study of Caozhou peony scenic garden marketing strategy,found the fundamental problems existing in the marketing area,and combined with the peony garden scenic actual competition environment analysis,put forward the effective solution Methods and countermeasures,in order to promote the sustainable development of the scenic Caozhou peony garden。The first step is to collect,organize the current domestic and foreign tourism marketing research,then by reading lots of literatures,the tourist destination to the on-the-spot investigation,questionnaire survey method,the research method of combining theory with practice,the STP marketing theory,marketing mix theory,the general concept of SWOT analysis and simple the paper,then a detailed analysis of the peony garden scenic spot marketing environment,through the scenic natural environment,population environment,economic environment,policy environment,social and cultural environment,technological environment and macro environment analysis,can let the scenic better define their own environment,and according to a series of improvement measures,so as to adapt to the changes in the environment.The development status of the tourism industry,competitive environment analysis,analysis of market demand of micro environment,to further reflect the scenic areas surrounding the competition in the industry.2.The development process,combined with the peony garden scenic spot management,marketing situation,highlights the Caozhou peony garden scenic spot in the marketing aspect there are many problems need to be solved。This paper uses the method of SWOT,the Caozhou Peony Garden advantages,disadvantages,opportunities and challenges are analyzed,which have obvious advantages in resources,in the process of marketing advantage,government support and brand advantages.From the aspects of the current situation of the development of Caozhou peony garden,and in view of the current situation,combined with the Caozhou peony garden development level is low,the facilities are not perfect,marketing is not strong enough,the resources such as the integration of tourism,strengthen the peony garden scenic financing capacity,improve the supporting park tourist facilities,strengthen the training of marketing talents,pay attention to the peony garden marketing proposals to enhance the peony industry science and technology innovation such development.On this basis,through the 7P theory and the system theory,the present Caozhou peony garden scenic spot price,channel,promotion,personnel,physical display strategy,service strategy,too The main features of the existing marketing mode:government guidance,market operation,brand strategy,cultural integration,composite products.After the control,market survey and market segmentation,target market analysis,put forward the marketing strategy mode based on experience,such as the peony garden scenic area vigorously implement the brand strategy,create more financing channels platform features to create themes of experience landscape,to create a unique atmosphere of sensory experience,experiential activities held rich and so on,to extend the flowering short gap,making it unique experiential theme park,a rich international influence in the domestic tourism destination。... |
PDF Full Text Request