Research On Market Positioning Of Shangqiu Ancient City Tourism Development Limited

Ancient city tourism is an important part of China's modern tourism products.In recent years,with the strong rise of a number of representative ancient city tourism scenic spots,such as the ancient city of lijiang in yunnan,the ancient city of pingyao in shanxi and the ancient city of taierzhuang in shandong,the number of tourists and resources attracted by characteristic ancient city tourism will gradually take the leading position in China's tourism products.At present,all kinds of ancient city tourism development projects are in the ascension all over the country,but behind the prosperity there are also many problems:serious homogeneity of tourism product supply,general reputation of the industry,low competitiveness of most enterprises,uneven quality of service and so on.Under such a big background,the characteristic tourism industry of ancient city will inevitably appear differentiation,and the possibility of market reshuffle is greatly increased.Under the changeable market,if we want to break through the bottleneck of development,expand competitive advantages and defeat competitors,we must make scientific market positioning,build competitive brands,and choose the right target market and product mix to correctly lead enterprise development.Shangqiu city tourism development co.,LTD.,as an ancient city scenic area as the main business of tourism enterprises,since its establishment more than 10 years,has experienced the ancient city of tourism industry in China from the bud to the whole process of rapid development,although started earlier,but by reason of inaccurate strategic positioning in the fierce market competition,the company gradually lag behind.In this article,through analysis of status quo of the ancient city of tourism industry in China,widely absorbs the domestic city tourism enterprise marketing strategy and successful experiences of reference marketing management related theory and research results at home and abroad,the integrated use of SWOT analysis,PEST analysis,Boston matrix,potter five models,methods of STP strategy,the shangqiu city tourism development co.,LTD.,scientific analysis and evaluation on the internal and external environment,and on this basis,from the company product strategy,price strategy,marketing strategy,channel strategy for the company's market position selection advice,Proposed the shangqiu city tourism development co.,LTD.,should make full use of shangqiu city scenic area the advantage resources,fully around the core cultural tourism,to market positioning,formulated the,"emperor YouSui ancient capital,the source of three business,open your cultural roots tour"the positioning of the slogan,choose the centralized market competition strategy.Fierce market competition coupled with years of poor business performance,readjusting the market positioning is no easy task.It is hoped that this study can help shangqiu ancient city tourism development co.,ltd.to choose effective market competition strategy,help the company healthy,long-term,sustainable development,and can see from the small to the big,for the ancient city characteristic tourism development and management enterprise market positioning strategy and implementation of the role of introducing jade.