Research On Tourism Marketing Strategy Of Chengyi Discovery Center

Science and Technology Museum,as an important infrastructure of popular science education in China,plays an important role in improving the scientific and cultural literacy of Chinese citizens as a whole.As a key project of Xiamen municipal government,Chengyi Discovery Center(CYDC)was born.Since its opening in 2015,the center has made some achievements,but in the face of the changing tourism market situation and the increasingly personalized tourism needs of consumers,how to make CYDC gain competitive advantage in Xiamen's competitive tourism market,fundamentally improve its profitability,so as to turn losses into profits is the significance of this paper.In this paper,literature analysis,survey and other research methods are used.In terms of content arrangement,first of all,research the relevant literature at home and abroad,and take this as the starting point of this investigation and research,at the same time,clarify and define the relevant concepts and tools,and summarize the main theoretical basis and analysis tools suitable for this paper.Secondly,combined with the marketing situation of CYDC,the paper analyzes the existing problems of its marketing strategy.Thirdly,it analyzes the tourism market environment of CYDC,summarizes its competitive advantages and disadvantages,potential opportunities and threats,so as to guide the establishment of tourism marketing system.Next,on the basis of market research,the target audience of CYDC is subdivided and the target market and market positioning are determined.After effectively grasping the tourism market environment and target market,this paper puts forward reasonable suggestions on the tourism marketing strategy of CYDC from seven aspects,such as product,price,channel,promotion,people,process and tangible display,by using the "7PS" theoretical model.At last,the paper constructs the guarantee measures for the effective implementation of the marketing strategy,in order to provide a strong guarantee for the stable implementation of the central marketing.