Research On Marketing Strategy Of Zhashui Karst Cave National Geopark

In recent years,the tourism industry in China has shown a rapid growth momentum,especially in the geological park of geological heritage protection.In Zha Shui cave national geological park construction and development,how to adopt scientific tourism marketing strategy,the park has the advantages of the present,driving the development of local tourism market,promoting the local economic progress and social development,is currently the manager mainly focus on the content of the scenic spot.Therefore,the research on tourism management marketing strategy of this paper plays an important role in the operation and management of tourist attractions.Taking Zha Shui cave national geological park as the research object,using the methods of literature review,field investigation,questionnaire survey,the Zha Shui cave national geological park is based on the analysis of the existing resources and operation situation,through to the tourist satisfaction survey found Zha Shui cave national geological park deficiencies and main problems of the marketing,and then puts forward Zha Shui cave national geological park marketing strategy.First of all,through the analysis of the market background of the national geopark of tussah caves,this paper puts forward the thoughts,methods and main contents of the research on the marketing strategy of the national geopark.Then,the marketing and customer segmentation and precision marketing theory were analyzed,which provided the theoretical basis for studying the marketing strategy of the national geoparks of the national geological park of the Chinese tussah.Secondly,through the analysis of the existing market resources Zha Shui cave national geological park,through to the tourist satisfaction survey found Zha Shui cave national geological park marketing existence question,the main tourist product innovation deficiency,lack of consciousness of brand marketing,marketing channel is too single,less effective promotion methods,lack of tourism professionals;In the end,the marketing strategy of the national geopark is put forward.Mainly take the differentiation strategy and network marketing strategy,from product,price,channel and promotion put forward Zha Shui cave national geological park marketing strategy and network marketing strategy,in order to ensure the effective implementation of the marketing strategy at the same time,scientific planning,build the system from strengthening Zha Shui tourism mode of popular science education,implementing the combination of regional tourism development,upgrading of melt facilities and cultivating professional talents of tourism marketing guarantee measures are put forward.This paper selected the object of study for Zha Shui cave national geological park,through the discussion of the scenic spot of differentiation marketing strategy,provide guiding ideas for the future research work,but also the differentiation marketing strategy and network marketing application in geological park management actively explore.