The Marketing Strategy Analysis Of Pingxiang Wugong Mountain Scenic Area

In the 40 years of reform and opening up,the development of tourism has gone through an evolutionary stage of industrialization and marketization.At present,tourism has been fully integrated into the national strategic system,moving to the forefront of national economic construction and becoming a strategic pillar industry of the national economy.With the continuous development of China’s economic and social undertakings,China’s tourism industry has developed vigorously,forming a new tourism format under the background of the Internet.At the same time,the public has a strong desire for leisure travel,and has higher expectations for the quality of tourism services.Domestic tourism scenic spots are facing new demands from tourists in terms of personalization of scenic spots and experience of life.China is rich in domestic tourism resources.Facing the fierce competition in tourist attractions,it is very important to make scenic spots into influential brands through marketing and attract tourists to come to visit.Pingxiang Wugong Mountain Scenic Area has a good momentum of development and has achieved certain public attention and achievements,relying on the opportunity of the country’s vigorous development of tourism.However,compared with the relatively mature and well-known scenic areas nearby,such as Lushan Mountain and Huangshan Mountain Scenic Area,Pingxiang Wugong Mountain Scenic Area still has considerable potential to tap,and there is still much room for improvement in scenic area management and marketing.There are more than 10,000 scenic spots above Grade A in our country.In the highly competitive tourism market environment,it is not only necessary to create stronger tourism attraction,but also the carrying capacity of natural tourism resources in scenic spots is limited.Therefore,it is necessary to timely adjust the marketing strategy of scenic spots to realize sustainable development based on the protection of natural resources in Wugong Mountain scenic spot.This paper takes Wugong Mountain scenic spot in Pingxiang as the research object,discusses the eco-tourism of the scenic spot in combination with the theory of sustainable development,analyzes the marketing environment of the scenic spot by SWOT method,subdivides the tourism market,selects the target market and makes market positioning according to STP marketing strategy.Finally,from the perspective of marketing strategy 4P,this paper analyzes and studies the marketing strategy of Wugong Mountain scenic spot,and puts forward the optimization scheme,which provides reference for the scenic spot to formulate scientific marketing strategy,so as to enhance the comprehensive competitiveness of the scenic spot.The strong desire to travel and higher expectations for the quality of tourism services are both opportunities and challenges for scenic spots.Pingxiang Wugong Mountain Scenic Area should seize the development opportunity,make use of the scenic area’s unique natural ecological resources,adhere to the principles of sustainable development and eco-tourism,develop distinctive tourism products,use new media marketing and communication methods in the mobile Internet era,improve the scenic area’s market competitiveness,attract more tourists from inside and outside the province,and obtain better economic and social benefits.