Research On Gannan Jiuse Tourism Company's Marketing Strategy Aimed At Mandala Reality Based On "RMP+STP"

Propelled by the “The Belt and Road Initiative”,the tourism market in Gansu Province is getting prosperous.The surge of tourists brings great opportunities to provincial scenic spots,while the competition between them is increasingly fierce.The development of Mandala Reality is strictly limited by its poor competitiveness,which is caused by late starting,less popularity,few and homogenized tourism products.This article conducts half-structure interview and questionnaire survey to investigate marketing situation in scenic spots and sort out existing marketing problems by case study.Then,based on PEST analysis,Porter five force analysis and SWOT analysis,this article discusses about the macro industry,competition circumstances and related conditions in the scenic spot before marketing strategy gets improved.After that,this article points out the direction to solve marketing problems by using the RMP and STP theoretical tools.First,through online questionnaire survey,demands of tourists will be acquired,which,combined with traditional market classification,will specify the market.Then,existing resources in the scenic spot will be investigated.After evaluating resource transformation value and feasibility,targeting market will be identified based on the high-quality resources.Afterwards,I will make plan for the tourism products corresponding to each resource and identify the targeting market of the scenic spot.Then,based on relevant marketing theories,I will propose a detailed improvement strategy to solve the marketing problems from 7aspects of the 7Ps theoretical model.First,improve related service product and optimize innovation system.Second,suggest pricing method for entrance fee,entertainment and service product,offer advice including bundle sales and price instruction.Third,propose suggestions on how to establish channels and how to coordinate between channels from aspects of communication and sales,both in directways and indirect ways.Forth,offer advice on promotion,with focus on special times,public relations,promotion in remote locations,as well as games and campaigns.Fifth,while prioritizing organization optimization,give advice on personnel training,organization and motivation.Sixth,solve current problems through establishment of service procedure and process management.Seventh,provide suggestions on external advertising and internal service of the scenic spot.Finally,put forward measures to guarantee strategy implementation from aspects of institute,capital,human resource,technology and environment..This thesis pays adequate attention to the diversification of tourist demands,as well as the tendency of the market from sightseeing to recreation.Plan making is based on data analysis,which is of great practical significance to the market expansion of Mandala Reality.In addition,the idea of “specify market based on tourists' demand?selected market by tourism resource?locate market with evaluation on tourism product”,which is established by RMP and STP theory,will provide references for other scenic spots in marketing strategy making.