Research On Marketing Strategy Of Leisure Fishery Terminal Of MH Company

The leisure fishery terminal project developed by MH company is regarded as the first batch of pilot projects,they put a lot of energy into the construction of infrastructure,the improvement of examination and approval procedures,the purchase of equipment and so on in the early stage,which lead to the power of investment in product marketing is insufficient.Therefore,how to adopt the correct marketing strategy to attract tourists and expand the market has become the urgent problem M company needs to solve.Meanwhile,it can also provide useful reference for other operators in Hainan leisure fishery industry.This thesis takes MH company’s leisure fishery terminal as the research object,deeply analyzes the environment of the leisure fishery terminal project,analyzes the restriction conditions of the development of leisure fishery combined with marketing status,market analysis and marketing strategy analysis,and puts forward targeted Suggestions on improving marketing strategies.This paper first introduced the general situation of the development of the leisure fishery terminal,then carried out PEST analysis on the environment,used porter’s five forces model to analyze the competitive environment,selected SWOT matrix to define the so-type strategy adopted for the development of the leisure fishery terminal,and analyzed the marketing status and effect through questionnaire survey.Then STP theory is used to develop the market strategy,which is clearly built into a leisure tourism complex integrating tourism,leisure,tourism,culture,science,shopping,fishing and Internet.Based on the 4Ps theory,nine new products were designed in terms of product strategy,four Suggestions were put forward in terms of price strategy,including the implementation of combined pricing strategy,WeChat fission marketing and other Suggestions were put forward in terms of channel strategy,outdoor live publicity and accurate push of big data were put forward in terms of publicity strategy.In the end,the author puts forward the guarantee measures of marketing strategy from five aspects,namely,actively striving for more powerful policy support,increasing the strength of talent introduction and training,improving the information management level,reducing the capital pressure through multi-channel financing and establishing industry association for group development.