| Folk village mainly manages the word "folk custom".As a social and cultural phenomenon,folk custom is both non-material culture and material culture.Culture,as the driving force of ethnic development,is the soul of an ethnic group.As an important carrier of Korean ethnic culture inheritance,Fangchuan folk village in Hunchun city has the functions of awakening ethnic historical memory,maintaining ethnic cultural identity and enhancing ethnic cultural self-confidence in inheriting minority life culture,folk culture and etiquette culture.With the economic growth,China’s tourism has developed rapidly.As a border city,Hunchun’s tourism has made great progress.In recent years,the proportion of folk tourism in Yanbian Tourism market has increased significantly,which not only contributes to the local economic development,but also has a great impact on inheriting and promoting the integration of ethnic culture.In today’s era of folk tourism blooming everywhere,how to do a good job in the marketing of folk villages,enhance their attraction and improve their competitiveness has becomea majorproblemfaced by everytourism organization.Taking Fangchuan folk village in Hunchun city as an example,this paper analyzes the current marketing environment of folk village through SWOT analysis,and points out the advantages and disadvantages,opportunities and threats faced by Fangchuan folk village in Hunchun city in the current operation process.According to the 7PS marketing theory,combined with the current marketing situation and field survey of Fangchuan folk village,this paper designs the questionnaire from the aspects of products,prices and services,and collects the survey results.Through the analysis of the questionnaire results,it is concluded that Fangchuan folk village has some problems,such as insufficient product types,high product pricing,low utilization rate of marketing channels and service level to be improved.Finally,combined with 7PS marketing theory,this paper puts forward specific countermeasures to solve the problems,including improving service level,optimizing marketing channels,enriching product types,appropriately reducing prices and carrying out reasonable promotion activities.It is hoped that the research of this paper can provide some ideas and basis for Fangchuan folk village to carry out marketing work in the future.At the same time,it can be used as a reference for other folk villages and tourism industry. |
