Research On The Marketing Strategy Of Tourist Characteristic Towns

With the rapid development of the national economy and the continuous improvement of the material living standards of residents,people began to pursue a higher quality of life,and tourism has gradually become an important activity in modern life.In recent years,due to the strong support of national policies,a wave of tourism-oriented towns based on scenic spots and cultural heritage has been established throughout the country.This makes the market of tourism characteristic towns very fierce,and through effective market segmentation,it can quickly identify and discover target consumers,so as to formulate corresponding marketing strategies for consumers with different characteristics,realize differentiated marketing and increase market share.In 2016,Beijing Miyun Gubeikou Town became one of the first towns with Chinese characteristics.With its geographical advantages and rich tourism resources,it was favored by many tourists.Taking Gubei Water Town as an example,this paper analyzes its current market conditions and marketing strategies in detail,and points out the problems.That is to say,although the scenic spot actively explores the optimization of product structure,the spread of brand value and the intensity of advertising,and promotes brand building and marketing to a strategic position,Gubei Water Town did not conduct target customers in the marketing process.Effectively differentiated,did not achieve precision marketing.In view of the above problems,this paper designs the following research plan:taking the consumers of Gubei Water Town as the research object,exploring the tourist motivation of the tourists through in-depth interview method,and constructing the tourism motivation measurement scale.Through the questionnaire survey method,first-hand data is obtained,and the factor of tourism motivation variable is analyzed,and five factors of enjoyment motivation,official motivation,escape motivation,herd motivation and traffic convenience motivation are obtained.Based on these five motivational factors,demographic factors are introduced as control variables,and cluster analysis is used to obtain four types of market segments:relaxed,business,escaping and mass following.Finally,according to the research conclusions,the corresponding marketing strategies are proposed for the reference and reference of tourism enterprises.