Research On The Marketing Strategy Of Nanjing Niu Shou Shan Jinling Cultural Tourism Town

The purpose of this study is to sum up the current situation of the development of the cultural town market in our country,list and analyze the typical problems in the development process of the cultural tourism town in our country,sort out the internal and external living environment of the Jinling cultural town scenic spot in Niushou Mountain,find out the marketing strategy scheme suitable for the development of the scenic spot,and formulate the targeted marketing combination strategy,so as to provide some reference for preventing and effectively resolving the possible marketing problems.At the same time,I hope that through this study,I can summarize the existing tourism marketing,management,experience economics and other related theories and literatures,so as to find out the marketing problems and the methods and ideas to solve the problems for the newly-developed cultural tourism scenic spots,explore the universal laws of cultural tourism project development,and provide useful theoretical reference for the construction of other cultural tourism small town project marketing models.This research takes Jinling cultural town in niushou mountain as the research object,and uses the research methods of literature research,interview,case analysis,etc.The main result of this study is that the marketing planning of Niushoushan cultural tourism town locates the function and brand of the scenic spot on the basis of PEST and SWOT theory,and divides the target tourists into three levels: priority tourists,secondary tourists and prospective tourists,which provides a reference for formulating marketing strategies at different levels.According to the "4Ps" marketing theory,and on the basis of tourists’ subdivision,the author puts forward four suggestions respectively from four aspects: perfecting the tourism product chain and locating the tourism product position;Using differentiated product strategies to create characteristic tourism products;Using low price penetration method to seize the market quickly;Transfer pricing method to increase the overall income;Using product mix pricing strategy to guide tourists’ consumption desire;Consolidate the foundation of traditional marketing channels;Expand modern marketing channels;To carry out special time promotion;Using celebrity effect to promote sales;Feasibility suggestions such as promotion of manufacturing events.