| Tourism,as one of the important components of the domestic tertiary industry,has become a sunrise industry that promotes domestic economic development and meets people’s growing spiritual and civilized needs.Its main role is to accelerate socio-economic growth and provide more jobs to alleviate society 。 Employment pressure,protection and improvement of the localecological environment,enrichment of people’s cultural life,and promotion of historical and cultural values have become important components of China’s ongoing economic and social development。At present,with the improvement of the national spiritual civilization demandand consumption level and the support of national policies,more and more people go out for tourism。Every year,there are overcrowding in major domestic famous scenic spots,which exceeds the tourist’s own scope of the scenic spots。At the same time of excessive demand,tourists’ requirements for the quality and service level of the scenic spot are increasing。For those scenic spots that are not well-known and use traditional marketing methods,they can no longer meet the needs of the current consumer market development。The operation of the scenic spot has been under reform anddevelopment Crossroads。Under the pressure of tourists’ increasing demand for scenic spots and competition from the same industry,how to change the development of the scenic spots,tap the inherent potential of the scenic spots,and optimize the marketing model for its own characteristics and highlights are the current main tasks。As a national 4A scenic spot,Nanchang Meiling Scenic Spot is one of the earliest listed national scenic spots in the province。It is located in the western suburbs of Nanchang and has a certain representativeness among similar scenic spots in the province。This thesis chooses Nanchang Meiling Scenic Area as the object of this study 。 Its main purpose is to find out where the scenic spot needs to be further optimized and improved during the marketing operation process。Through studying the latest theoretical research results of domestic and foreign experts and scholars in the marketing of scenic spots and the marketing models used by well-known scenic spots,try to give specific suggestions and ideas for the optimization of the marketing model of Nanchang Meiling Scenic Spot through learning and reference。In this paper,through literature research method and interview method,the current situation of the current marketing model of Meichang Scenic Spot inNanchang is deeply understood and analyzed。The interview information is sorted,analyzed and discussed from three aspects of marketing concept,marketing mix strategy and marketing process,and the conclusions are sorted and analyzed using SWOT analysis。Finally,based on the analysis results,multi-channel publicity and brand building for the scenic area are given;rational planning and development to form core competitiveness;strengthening scenic area management,improving marketing channels;improving marketing models,and ensuring marketing effects and other optimization suggestions。... |
