Research On Optimization Of Marketing Strategy Of RB Functional Drink In Sanya Tourism Market

In recent years,Sanya RB functional drink sales growth in the doldrums,experiencing rapid growth in 2012 44.98%,2016 growth rate dropped to 4.04%;in addition,Sanya RB functional drink also appeared in the travel channel market penetration and promotion problems such as lack of tourist season.Slow and steady for the better stabilization of the economic environment and drink industry environment,the absolute leading industry competitive advantage and sustainable development of Sanya as a tourist city boutique Binhai,to create a good external environment and growth space for the Sanya RB functional drink.The adverse factors in the formation of Sanya block RB functional drink development of the external environment will not,internal marketing strategies properly is the key reason for sluggish growth in the Sanya RB functional drink.According to the Sanya RB functional drink,using a variety of marketing theory,through the method of literature research,quantitative analysis and interviews,the status quo and problems of Sanya RB functional drink analysis,analysis of the causes of Sanya RB functional drink problems;analysis of Sanya RB functional drink marketing strategy take national no difference according to the Sanya tourism market,not the characteristics of the dynamic of the tourism population after market segmentation,Sanya RB functional drink problems;and then starting from market segmentation,study how to identify the Sanya tourism market segments of the population and determine the tourism target market,and further study how to optimize the Sanya tourism channel strategy and Sanya tourism promotion strategy.After demonstration,the Sanya tourism market,subdivision from driving,for tourists and tourist guide and driver population and extensive tourism population,and to determine the RB functional drink in the tourism target market and the difference of Sanya marketing strategy.In the travel channel strategy,analysis of RB drink in Sanya tourism channel gap,choose professional travel channel distributors,increase market penetration in the travel channel;tourism promotion strategy,according to the characteristics of Sanya tourism market,the integration of marketing in the tourist season,choose good communication effect Tourist Bus Line bus body,shelters and signage and other outdoor media;give the price discount trade subsidy pathway and end retailers in the tourist season;the choice of hedonic tourism products as gifts;carry out ring scan code consumer sweepstakes promotions;and in the area for driving,tour guides and drivers and other tourist groups,in the scenic area and catering the channel to carry out tourism promotion and experiential marketing events for tourists.Through optimizing the Sanya RB functional drink marketing strategy,reverse the Sanya RB functional drink slowdown in the decline,is of special significance,such as Hainan Province,Qionghai,Wenchang,Lingshui and Baoting and Sanya have similar characteristics of tourist city,also can successfully copy and learn from the Sanya model,promote the rapid growth of Hainan RB the overall drink.