| With the rapid development of market economy and the increasing improvement of people living standard,the tourism industry of our country has brought huge development space.In recent years,leisure agricultural tourism,which seeks for natural experience,provides leisure relaxation and healthy experience for consumers,which makes the demand for this kind of comprehensive leisure vacation increase gradually.The national support policies for leisure tourism projects have been issued to support the development of leisure agriculture tourism.The rapid rise of the industry has also brought competition pressure to the enterprises in the industry.How to make full use of the opportunities brought by the current external environment and make full use of their own advantages in the Beidahuang Yanjiagang International Hot Spring tourist Resort,and on the basis of the original marketing strategy,to develop a marketing strategy that is more suitable for the future development of the enterprise.In order to enhance the competitiveness of enterprises,improve the resort marketing effect is the main problem that this paper needs to study.According to the relevant theoretical knowledge of marketing strategy,in the current competitive environment of the leisure agriculture and tourism industry in China,combined with the actual situation of the resort area,this paper finds out the problems and shortcomings of the marketing strategy used at present.Corresponding improvement measures are put forward.First of all,through the analysis of the current marketing situation of the resort,including its resources,management,marketing status and existing problems,find out the factors that hinder the development of the resort in marketing.Secondly,through the field investigation of the resort,it analyzes and studies the relevant factors that affect the adjustment of the marketing strategy of the resort,including macro environment,internal resource environment,market situation and the competitiveness of the enterprise,etc.Understand the advantages of the enterprise and the current situation.Adjust the marketing strategy of the resort again,and put forward the feasible solution to the problems found.Finally,the paper puts forward the necessary safeguard measures for the implementation ofthe adjusted marketing strategy in the resort area,so that the marketing strategy can be carried out smoothly. |
