Research On The Marketing Strategy Of Shugang-Slender West Lake Scenic Area Based On The Theory Of Customer Value

With the rapid development of tourism and the maturity of tourists,tourism needs are increasingly diversified and individualized,and the attractiveness of traditional marketing methods and means to tourists is gradually weakening.The increasingly fierce market competition requires that tourist attractions follow the "customer-centric" marketing concept,change marketing ideas,and upgrade marketing methods to promote sustainable development of tourist attractions.As a state-level scenic spot and a national cultural tourism demonstration area,the Shugang-Slender West Lake Scenic Area has many problems such as insufficient development of the international tourist source market,too-obvious differences in the tourist market during slack and peak seasons,and so on.The author introduces the customer value theory to carry out in-depth analysis and discussion of the marketing of the Shugang-Slender West Lake Scenic Area,which is of great significance for enhancing the competitiveness of the scenic area and promoting the sustainable development of the scenic area.In terms of theoretical research,this article first defines the concepts of customer value and marketing strategy.Second,combing the research results of domestic and foreign scholars in the field of customer value theory and related research areas of scenic spots,it is found that there is less research on the customer value of scenic spots and the related research on marketing of scenic spots is mainly qualitative.Finally,it elaborates on customer value theory,consumer behavior theory and STP theory,which lays a theoretical foundation for the in-depth study of this article.In terms of empirical research,this paper starts from the marketing basis and marketing conditions of the Shugang-Slender West Lake Scenic Area and analyzes the necessity of introducing customer value into the marketing of the Shugang-Slender West Lake Scenic Area,marketing environment,location advantages,resource endowments,and tourism development status and so on.Based on the customer value theory,the research plan was designed,and a questionnaire survey was conducted to conduct an empirical study on the scenic spot of Shugang-Slender West Lake.The descriptive statistical analysis,analysis of variance,cross-linked tables and other statistical data analysis methods were used to analyze the customer value perception and behavioral characteristics of the Scenic Spot in the Shugang-Slender West Lake Scenic Area in-depth,and diagnosed Shugang-Slender West Lake Scenic Area marketing problemsusing a combination of qualitative analysis and quantitative analysis.Based on this,we will consider the marketing strategy of the Shugang-Slender West Lake Scenic Area,and define its marketing strategy positioning and marketing principles,so as to further propose a series of specific marketing strategies:The first is the product promotion strategy,which is to pay close attention to the value of customers and highlight the characteristics of tourism products.The second is the brand image strategy,which emphasizes the design and dissemination of brand image and enhances the perception of the brand of tourists.The third is the market development strategy,that is,to strengthen overseas propaganda and enhance the market share of overseas tourist;Fourth,the off-season marketing strategy,that is,pay attention to the needs of customers in the off-season trips,and increase the value of tourist attractions in off-season tourist attractions.Finally,from the three aspects of the tourism marketing team,the information management system of the scenic spots and the coordination and cooperation of the various departments of the scenic spots,the safeguard measures for the implementation of the marketing strategy in the Shugang-Slender West Lake Scenic Area were proposed.