Research On Marketing Strategy Of Yabuli Snow Mountain Water World Project

In order to complement the tourist products of the scenic area in winter and create a new pattern of the four seasons tourism in the scenic area,a new tourist product,the snow mountain water world project,has been developed and built in the Yabuli ski resort.Although the scenic area has the unique natural resources,convenient transportation conditions and perfect supporting service facilities,after the initial hot sales of the project,the amount of passenger decreased gradually and the huge economic benefit was a flash in the pan.This project did not develop as smoothly as expected.Therefore,it is necessary to study the development of snow mountain water world project from the perspective of marketing.The research on marketing strategy is of great significance to the long-term development of the project.On the basis of consulting relevant literature on tourism marketing at home and abroad,this paper summarized the development trend and present research status of tourism marketing both domestic and abroad and determined the main content and the basic framework of marketing strategy research on Yabuli snow mountain water world project.Combining the actual operating situation and combing the marketing work at the present stage,a lot of problems were found,such as the tourist product is less competitive,marketing channel is single and conservative,pricing factors are incompletely considered,promotion form is old and cliche,lacking of many kinds of professional talents and so on.Then according to the hierarchy of needs theory and service marketing theory,this paper analyzed the specific causes of these problems respectively.Through the analysis of macroscopic and microcosmic environments of the project market,advantages,weaknesses,opportunities and challenges of the development of project were found under the present market condition.On the basis of knowing market segmentation,this paper made a specific research on the target market and product positioning,and optimized the marketing strategies of snow mountain water world project in four aspects--product strategy,price strategy,channel strategy,promotion strategy and put forward the protection suggestions on the implementation of the strategies.It is hoped that through the research ontheories,this paper will enhance the market competitiveness of the project and promote economic development of the scenic spot.