Research On Tourism Marketing Strategy Of Haitangshan National Forest Park

Haitangshan National Forest Park in Fuxin City of Liaoning Province is one of the national AAAA tourist scenic spots,national nature reserves,and one of the top ten scenic spots in Liaoning province.Since the reform and opening up,under the background of the great development of tourism,the park has been fully developed and constructed,and the number of tourists has increased rapidly.However,there are still some practical problems such as unclear market positioning,outstanding product characteristics,poor operating efficiency and so on.This paper studies from the perspective of market characteristics and marketing strategies,try to provide reference for the park to improve tourism marketing strategy and enhance business efficiency.Through interviews,questionnaires and SWOT analysis and other methods,this paper analyzes the characteristics of tourist market,tourism marketing environment and market situation of Haitangshan National Forest Park,on this basis,the tourism marketing strategy is put forward.Under the opportunity of the booming tourism industry in Liaoning Province,the development and marketing strategy of Haishushan National Forest Park has also made great progress.However,the scenic area lacks a master plan,and its positioning still needs to be clear.Although there are many human landscapes and natural landscapes around the forest park,it has great problems in the positioning and planning of tourism resources;the supporting facilities of the scenic spots still need to be improved,and the funding gap is large.The development of tourist attractions is very difficult;the development space is limited,the scenic spots need to be reasonably arranged.Most of the Haitang Mountain is mountainous,the development and utilization space are limited;the traffic organization is not smooth,the uniformity is not strong;the tourism products are not well-known,the park's recognizability is not strong yet.The marketing strategy is: From the target market,Haishushan National Forest Park should adopt a “centralized marketing” strategy,with the primary market as the focus of marketing strategy.At the same time,considering that Haitangshan Forest Park is a national key forest park,it should be expanded to the second,third and remote markets.From the perspective of scenic area development and construction,the marketing development strategy of Haishu Mountain Forest Tourism Park should be positioned as a regional forest outdoor leisure tourism scenic spot in western Liaoning;the resources are positioned for mountaineering,eco-tourism,business trip research,holiday resorts;brand positioning is based on historical and cultural tourism features.From the perspective of product development in the scenic area,the religious culture and folk culture products of the scenic spot should be developed.In terms of product distribution strategy,Haishushan National Forest Park can build a multi-level three-dimensional distribution system through the establishment of online stores,etc.From the perspective of pricing strategy,Haishushan National Forest Park should be on the pricing target.The long-term profit-oriented goal is the primary starting point.In the early days,low-price tickets were the main pricing strategy,and special pricing strategies such as free and halving strategies were introduced to rapidly increase market share.suggestions below:(1)Haitangshan National Forest Park can cooperate with the surrounding scenic spots to achieve the purpose of expanding the promotion of scenic spots and affiliated products with the least cost.(2)Increase the intensity of network publicity to expand the awareness of the scenic spot and the number of audiences.On the one hand,we will work together to increase the linkage promotion of scenic spots,and on the other hand,we will continue to expand the source of tourists and realize the sustainable development of the scenic spots.(3)Targeting the social software such as QQ,group buying software such as the US group,online shop and Weibo,etc.,select the audience with high frequency of browsing to count the advertising audience to select the specific media or website suitable for the scenic spot promotion.(4)A certain proportion of funds are invested in advertising.In terms of network propaganda,Haishushan National Forest Park can open a We Chat group and establish online stores and APPs to build a long-term publicity system on the network..