| With China's rapid economic development and constantly improve people's living standards,urban and rural residents will travel and the ability to pay is significantly enhanced,which makes China has gradually become the largest potential tourism market development in the world.Especially in recent years,with the increasing trend,the domestic tourism enterprises have paid attention to the potential of the domestic market,and began to meet the market demand of domestic tourism resources and actively seize the diversity of leisure tourism and product development.Yimeng Mountain Inzone Tianmeng Tourist Area as the new development area,through the planning and construction of nearly5 years,in May 1,2016 entered the trial stage,and in July 16 th the same year the park opened into the city,a business has achieved remarkable results.But because of the marketing channel is not perfect,the lack of experience in marketing constraints and other practical problems,although there are good opportunities for development,but also faces from external and internal threats.How to help the Yimeng Mountain Inzone Tianmeng Tourist Area in this day have talent shows itself a lot of difficulties,quickly open the market situation,to achieve the performance of red tourism marketing,is the meaning of this article.This paper mainly to the related theories and knowledge of marketing as the foundation,using literature research,case analysis,questionnaire survey and other research methods in Yimeng Mountain Inzone Tianmeng Tourist Area as the research object,firstly,the macro and micro environment using the PEST analysis method and the Potter five model to analyze the Yimeng Mountain Inzone Tianmeng Tourist Area and the competitive environment and the competitive advantages and disadvantages are analyzed;secondly,based on the market investigation,the Yimeng Mountain Inzone Tianmeng Tourist Area of market segmentation,determine the location of the target market and target market and positioning differences;At last,after making clear the target market and location of Yimeng Mountain Inzone Tianmeng Tourist Area.Using the traditional theory of "4Ps" model from the product,price,channel,promotion four aspects of the Yimeng Mountain Inzone Tianmeng Tourist Area marketing strategy put forward reasonable suggestions.The conclusion of this paper:1.The tourist market of Yimeng Mountain Inzone Tianmeng Tourist Area divided tourist area as the primary market in Linyi local and around the city of Shandong Province,in North Jiangsu,Beijing-Shanghai high-speed railway along the city mainly in Shandong province;Henan,around Jiangsu,Hebei,Anhui and other provinces as well as Beijing,Tianjin and other countries in the main developed city,two tourist market Japan and South Korea,Hong Kong and Macao market;to the southwest and northwest of our country so remote,economically underdeveloped provinces and other international market three market.2.Yimeng Mountain Inzone Tianmeng Tourist Area identify target markets for short-term tourism,leisure and business training market,religious pilgrimage and praying to the market,students in spring and autumn market.3.Yimeng Mountain Inzone Tianmeng Tourist Area's marketing strategy: in product strategy,we should vigorously integrate tourism resources,the depth of the development of special products,to create high-quality tourist routes of Yimeng Mountain Inzone Tianmeng Tourist Area;in the price strategy,mainly from three aspects of new product pricing strategy,pricing strategy,psychological discount pricing strategy,combined with the actual node,the comprehensive utilization of these three strategies to attract tourism consumers;in the channel strategy,should adopt an indirect distribution channel,direct channel of distribution as the marketing channel strategy of Yimeng Mountain Inzone Tianmeng Tourist Area,through online and offline and use the way of mining market and expand;in the promotion strategy,we should adopt the media promotion,hot events promotion,joint promotion,cross industry cooperate promotion. |
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