Research On The Marketing Strategy Of Anshun Ancient City Cultural Tourism Comple

Anshun’s tourism industry has made some achievements in the transformation from scenic spot tourism to global tourism,but there are still problems that scenic spot tourism is the main tourism and tourism destinations have not yet been formed.How to give full play to the advantages of Anshun ancient city cultural tourism complex and create leisure tourism products in the city is particularly important to help solve the problem of "hot scenic spots and cold urban areas" and the lack of guest retention and overnight product formats in Anshun.Taking the cultural tourism complex of Anshun ancient city as an example,firstly,this paper analyzes its current situation and problems by using the methods of market survey and field observation,which are mainly reflected in the current products are difficult to meet the needs of tourists,poor image shaping,low tourism value,scattered business forms,lack of attraction,single price system,no effective tourism marketing channels,single means of promotion and so on.Secondly,it analyzes the external and internal business environment of Anshun ancient city cultural tourism complex.According to the market survey results,it uses STP theory to carry out market segmentation,target market selection and market positioning.In terms of market segmentation and target market positioning,take spatial distance as the main factor,and classify the target market in combination with factors such as tourism resource conditions,tourist demand and transportation conditions,so as to clarify the market positioning.Finally,using the marketing 7PS theory,combined with the situation of Anshun ancient city cultural tourism complex and referring to the advantages and characteristics of similar tourism products,this paper optimizes the design of its products,prices,channels,promotion,personnel,process and display strategy,from the overall business layout and the creation of single products,the pricing for business formats and tourists,the combination of traditional channels and emerging channels Put forward suggestions on the combination of various promotion methods to improve its marketing level.