Research On The Marketing Strategy Optimization Of HS Scenic Spot

With the change of social contradictions in our country,people's pursuit of a better life has changed from the satisfaction of simple material life.At the same time,the rapid development of the tertiary industry and the strong support of the government's new policies have brought new opportunities for the development of tourism.However,it is not difficult to see that with the advent of the Internet era,tourism is closely linked with digital,intelligent and experience,and the needs of consumers are also transformed from the original sightseeing and vacation to a diversified and multi-level physical and mental experience.These all urge the marketing strategy of the scenic spot to carry on the modern innovation urgently.How to seize the opportunity among many competitors,strive for the upper reaches in the market competition,and continuously improve the development potential has become an urgent problem to be solved in each scenic spot.Although Liaoning is dominated by the development of heavy industry,its tourism resources are also extremely rich and its market development potential is great.In the face of people's growing demand for tourism and the need for diversified tourism products,the optimization of scenic spot marketing strategy is particularly important,so it is necessary to strengthen the research in this field.HS scenic spot,the research object of this paper,as an old scenic spot in Liaoning Province,has high value of appreciation,experience,culture and society,and can continuously produce economic value.At the same time,the marketing strategy of HS scenic spot is more prominent and has certain universal representativeness.Therefore,it is necessary to carry out relevant research on marketing strategy optimization.Based on this,this paper chooses HS scenic spot as a case to carry out marketing strategy optimization research.First of all,through on-the-spot visits,we can understand the current marketing situation of HS scenic spot,and find that there are problems such as insufficient product innovation,single marketing channel,few promotion means,insufficient personnel communication,insufficient scenic spot value display,lack of process management awareness,etc.;secondly,through the analysis of the external and internal environment of HS scenic spot,we can find opportunities,threats,advantages and disadvantages of the scenic spot,and make full use of them Use the results of questionnaire and STP theory to re orientate the market of HS scenic spot;thirdly,use the analysis results to form the optimized product strategy,price strategy,channel strategy,promotion strategy,personnel and communication strategy,tangible display strategy and process strategy combined marketing strategy;finally,improve the assessment system and promote the industry standard formulate,fund support and other aspects to formulate corresponding safeguard measures to guarantee the optimized marketing strategy of HS scenic spot.Through the optimization of the existing marketing strategy of HS scenic spot,this paper not only helps to improve the influence and market share of the scenic spot in the whole Liaoning and even the whole country,but also can find a new development path for similar scenic spots in marketing,promote the sustainable optimization development and enhance their competitiveness.At the same time,the conclusion of this paper not only has practical value for the development of HS scenic spot,but also has important reference value and reference function for the sustainable development of other scenic spots.