Research On Optimization Of Marketing Strategy In Tianshuxia Scenic Area

With the general improvement of people's income level and living standards,out-of-town tourism has gradually become the primary choice for people to enjoy leisure and leisure.The strong market demand has driven the rapid development of China's tourism industry,and the rapid development of various domestic tourism industries has brought new challenges to the self-construction and marketing brand promotion of tourist attractions.Tourist attractions need to actively change the development mode and marketing methods to meet the diverse tourism needs of consumers.Pingli County Tianshuxia Scenic Spot is located in the southern part of Shaanxi Province.Through years of construction and development,it has become a fine tourism project in Shaanxi Province.The natural scenery of the mountains and rivers has formed a relatively good brand image in the hearts of tourists.However,in recent years,due to insufficient investment in marketing and publicity,especially the lack of development of Internet marketing,there are many problems in further promoting the brand,expanding its influence and raising its popularity.It is necessary to further improve its marketing methods and strategies.Therefore,this paper takes Tianshuxia Scenic Spot as the research object and conducts research on the marketing strategy of Tianshuxia Scenic Spot.The main research contents of this thesis have five parts: The first chapter,the introduction,expounds and explains the research background and significance,research ideas and methods,research content and framework.The second chapter,literature review and related theories,summarizes and reviews the current domestic and international literature on scenic spot marketing,and combs and explains the related theories of SWOT analysis,STP theory and 4PS theory used in this paper.The third chapter,the development status of Tianshuxia Scenic Spot,introduces and expounds the development status of Tianshuxia Scenic Spot from three aspects: introduction of Tianshuxia Scenic Spot,current situation of Tianshuxia Scenic Spot and marketing status of Tianshuxia Scenic Spot.It mainly introduces the natural environment,economic environment and cultural environment of the development of Tianshuxia Scenic Spot;the tourism resources,cultural resources,tourists and the SWOT analysis method of Tianshuxia Scenic Spot,and the 4PS theory analyzes the marketing status of Tianshuxia Scenic Spot.The fourth chapter,STP analysis and marketing strategy of Tianshuxia Scenic Spot,firstly,based on the market research of tourists in Tianshuxia Scenic Spot,the STP theory is used to analyze the market segmentation,target market selection and market positioning of Tianshuxia Scenic Spot.Secondly,the marketing strategy of “Internet + scenic spot” in Tianshuxia Scenic Spot is proposed,and the marketing strategy is improved from three aspects: experience marketing,content marketing and platform marketing.The fifth chapter,the safeguard measures of the marketing strategy of Tianshuxia Scenic Spot,proposes targeted safeguard measures from the four aspects of deepening the management system of Tianshuxia Scenic Spot,strengthening the information construction of scenic spots,broadening financing channels,and introducing and cultivating outstanding talents.Finally,the conclusions of this paper.It is hoped that through the research of this paper,it can provide some reference and reference value for the marketing work of Tianshuxia Scenic Spot,help Tianshuxia Scenic Spot to enhance brand awareness and achieve sustainable development.