Research On Marketing Strategy Of Langshan Scenic Spot

Tourism product sales based on tourism,Transportation Service,food and Beverage Service and humanistic construction is an important way to promote the development of tourism marketing.For a long time,the sales concept of scenic spots which rely on the construction of natural landscape has the shortcomings of emphasizing sales and neglecting service,for example,neglecting after-sale service,not attaching importance to supporting service,low content of science and technology,and lacking in image construction and public supervision,blindly Price Competition and promotion,these phenomena deviate from the requirements of environmental protection and sustainable development of the scenic area itself.Under the situation of fierce market competition,how to make full use of the advantages of the scenic resources,market and products,and how to build the marketing strategy of the scenic spot suitable for the specific geographical location are the common responsibilities that the marketing of the scenic spot faces.Located in the southwest of Hunan Province,Langshan scenic spot is faced with the urgent need of transforming the marketing strategy of the scenic spot under the surrounding market and the rise of new tourism form.This paper takes Lang Mountain,located in Xinning County,Shaoyang,as an example,and adopts the methods of Literature Review,investigation and case study.Firstly,it analyzes the background and significance of the study,the research contents and ideas of the subject are made clear.Based on the analysis of the basic theory of tourism product marketing,this paper analyzes the existing problems and influencing factors of tourism product marketing.Then,combined with the actual situation of Langshan tourist scenic spot,the questionnaire is adopted to collect the tourists' opinions and suggestions on the sales of the scenic spot,and combined with the current situation of the scenic spot,the advantages and disadvantages of resources,opportunities and threats are analyzed according to the SWOT theory,and the market segmentation,market selection and market positioning are analyzed according to the st skin theory,and in the process of marketing strategy optimization according to 4Ps The theory analyzes the products,pricing,sales and promotion,and points out the problems and shortcomings of Langshan tourism marketing;Then,according to the existing problems and on the basis of comprehensive evaluation,this paper puts forward the marketing optimization strategies of Langshan tourist scenic spot,including: giving full play to the resource advantages,developing the new product system of characteristic tourism;supporting the characteristic commodity enterprises,building the brand effect;strengthening the ticket price management of scenic spot;promoting the construction of composite channels,network marketing channel strategies,and planning the product system of tourist routes;and In addition,we should increase the investment of infrastructure,the guarantee of talent organization and the market-oriented reform of the scenic spot,and constantly improve the standardization and specialization level of the scenic spot management.Through the comprehensive exploration of Langshan resources,market and product advantages,improve the Langshan Scenic Spot marketing channels and performance.At the same time,it puts forward the deficiency of the research,the future of the marketing development of the scenic spot and the more challenges it faces,hoping to provide some reference for the marketing development of the scenic spot.