Research On Experiential Marketing Strategy Of Shandong Watson Traditional Chinese Medicine Health Tourism Base

The Chinese medicine health tourism industry is a new industry that integrates and integrates with traditional natural tourism industry and health service industry with its unique and profound Chinese medicine resources as its carrier,with the goal of inheriting and innovating and developing traditional Chinese medicine.A new type of industry integrating tourism,vacation,leisure,shopping,culture,entertainment,health care,health care,rehabilitation,science,and scientific research.TCM health tourism is an emerging health service industry.It combines the two major resources of traditional Chinese medicine and tourism.It has Chinese characteristics and unique traditional cultural heritage.At the same time,the development of the industry is in its infancy,and there is no mature and successful development in China.Case.However,as Chinese medicine is more and more accepted by people and the domestic population is developing towards aging,people pay more attention to the quality of life and their own health.Therefore,the tourism industry and the Chinese medicine industry are developing very rapidly,but how to The organic combination of the two forms a synergy of development.It is necessary to start from the perspective of the tourism industry and start from the perspective of the Chinese medicine industry,find a bridge between the two,and meet the needs of the people of the society.Shandong Watson Chinese Medicine Health Tourism Demonstration Base is a national-level project approved by the National Tourism Administration and the State Administration of Traditional Chinese Medicine.The design and operation of the project itself are in the exploration stage,but based on the tourism industry and Chinese medicine production itself.Characteristics,project development and marketing are oriented to the participation,sensory and experience of consumers.The materials contained in the project itself are used as products.The well-designed health tourism projects increase the consumer experience and transform into stronger consumption power.Benign development and operation continue.This paper mainly studies the development status of TCM health tourism base through field investigation and data analysis methods,analyzes the advantages and disadvantages of the project after the current foundation and post-design development mode,and concludes the theoretical knowledge and external environment.Management of marketing management knowledge,put forward targeted,guiding,practical,and developmental development opinions.This paper first summarizes a series of theories related to management marketing and tourism economy used in the article,and introduces the current construction situation and planning of the project.Then use SWOT analysis method to conduct a comprehensive and systematic analysis of Shandong Watson TCM Tourism Base,sum up the project’s advantage analysis,competitiveness,existing problems;use market research,data analysis and other methods to the project’s products,markets and customers.The group is subdivided to carry out market positioning;using 7P theory to determine the overall marketing plan of the scenic spot,and through the experiential marketing model method,improve the marketing strategy,and form a unique tourism marketing strategy suggestion of Shandong Watson Chinese Medicine Tourism Base.