The Study On Marketing Strategey For Zhong Liao Beautiful Village Scenic Region In Sanya

In recent years,the beautiful village construction has become an important part of building a moderately prosperous society in all respects.In the report of the 19th National Congress of the Communist Party of China,it is clearly stated that building a prosperous,strong,democratic,civilized and beautiful Country.Hainan,as the first national demonstration zone for tourism in the entire province,beautiful village construction is the first brand of beautiful Hainan.Zhongliao Village is the first representative site for beautiful village construction in Sanya.Since the opening of its operation in early 2016,the propaganda of the Central mainstream news media has led the rural tourism popular in Sanya Tourism Economic Circle and get good result and popularity.However,Zhongliao as a newly developed scenic spot,has a weak foundation and inexperienced management.Product development,brand establishment and marketing promotion lag behind.To ensure sustained good operating efficiency,an effective marketing strategy needs to be formulated to support for the ZhongLiao beautiful village.Based on the domestic and international theories on tourism marketing,rural tourism and cultural tourism marketing,this paper analyzes the current overall marketing environment and competitor analysis SWOT analysis is used to analyze the situation facing the scenic area and point out the main issues that exist.On the basis of this,some tactics such as product,brand,price,channel and promotion are tailor-made for the scenic spot and put forward marketing-related measures so as to achieve a better marketing idea and improve the operation level of Zhong Liao Village,Ultimately protect the scenic area of economic efficiency and sustainable,long-term development.This article mainly includes six parts:the introduction,the domestic and foreign research mainstream theory review,Zhong Liao beautiful village marketing environment analysis and existing problems,Zhong Liao's marketing strategy optimization suggestions for beautiful villages,Zhong Liao beautiful village marketing measures safeguard,the basic conclusion.