Research On Marketing Strategy Optimization Of Ruijin Scenic Spot

With the continuous growth of the social economy and the continuous improvement of the living standards of our people,tourism has become an important way for people to relax and entertain.People’s demand for tourism is increasing.In recent years,a large number of tourist attractions based on red tourism resources have also been developed and put into operation to meet people’s demand for red cultural tourism.In this context,the marketing strategy of red tourist attractions as a tourist destination has become an important part of maintaining advantages in market competition.Through the establishment of scientific and reasonable marketing strategies,the construction of tourist routes of red tourist attractions and the establishment of tourism brands have been highlighted.The differentiated characteristics of its tourist attractions,so as to achieve the benefits of red tourist attractions and increase their influence in the market.But in the market competition,there are also some red tourist attractions.When formulating marketing strategies,there are problems such as product homogeneity,poor publicity,and high prices.In view of the current industry environment,how to achieve the sustainable development of the red tourist scenic spot,it is particularly important to improve and optimize the marketing strategy of the scenic spot.This article takes Ruijin tourist scenic spot as the research object,and uses the literature research method,case analysis method and questionnaire survey method to deeply analyze the existing problems in the marketing strategy of the scenic spot and form a plan to optimize its marketing strategy.The full text is divided into six chapters.The first chapter mainly introduces the background and significance of the research,and expounds the research achievements of domestic and foreign scholars in the marketing strategy of tourist attractions;the second chapter,the marketing strategy of tourist attractions Relevant definitions are defined,and product cycle theory and 4P marketing strategy theory are introduced as the theoretical basis for research;Chapter 3 introduces and analyzes the current situation of Ruijin tourist scenic areas in marketing strategy,from products,prices,channels and From the perspective of promotion strategy,the implementation of the marketing strategy of Ruijin tourist scenic spot is analyzed,and the satisfaction survey of tourists is carried out;Chapter IV,further analysis of the reasons for the current problems in themarketing strategy of Ruijin tourist scenic spot;fifth Chapter,the problems in the marketing strategy of Ruijin Tourist Scenic Spot,including the homogenization of tourism product resources,the lack of attractiveness of tourism product prices,narrow ticket sales channels and promotional channels,and the lack of targeted promotional activities Countermeasures,and choose from market positioning,target market segmentation and target market Surface presents optimal solution.In the research of the marketing strategy of Ruijin tourist scenic spot,this article puts forward the optimization strategy of strengthening the mining of red cultural resources,developing the uniqueness of the red tourist price system,enriching the sales channels such as tourism websites and strengthening the promotion efforts.The optimization of marketing strategy forms a certain reference and inspiration.