Study On The Marketing Strategy Of Kaiyuan City Market Daheishan Tourism Scenic Area

With the development of economy,the desire and demand of national travel are becoming more and more intense,and the tourism industry in China has also been developing rapidly.Kaiyuan city is the old industrial base of Yunnan Province,the tourism industry started late,there is no well-known tourist attractions to form tourism brand.In order to actively promote the development of tourism products and tourism industry transformation,Kaiyuan depth,Kaiyuan city will focus on creating the Daheishan tourism scenic area as a "key project" in 13 th Five-Year through the establishment of tourism planning,tourism brand,build tourism highlights,enhance the level of tourism development,promote industrial restructuring and upgrading.Open the big Montenegro tourism scenic area is the fusion of Karst landform and plateau grassland scenic quality,rich resource types,both the stone forest landscape of great momentum,spectacular terraced land,mountain pastures,and rich folk Yi village,ecological preservation quality tourism resources better.This paper studies the topic of Daheishan tourism scenic area of Kaiyuan city,through to the domestic and foreign tourism marketing theory study,using 4P theory of marketing present situation of the construction of the scenic area and the existing problems were analyzed,using the STP theory to the scenic spot market segmentation and forecast,and then use the SWOT analysis method from the view of marketing environment weaknesses opportunities and threats of the four aspects of analysis,finally puts forward suggestions to improve the marketing strategy: identify the location,development with ecological characteristics of tourism products;pay attention to publicity,build tourism brand to establish the shape;differential pricing for different groups to launch pricing portfolio;improve service quality,enhance the tourism competitive power;expand cooperation.The coordinated development of tourist attractions and the surrounding area;the innovation of brand marketing and promotion.