Research On Marketing Strategy Of Chengdu Longtan Water Town Cultural Tourism Block

Currently,China’s urbanization and urban construction have entered a new stage.Urban cultural and tourism districts integrate culture,dining,and leisure,inheriting the essence of urban culture and meeting consumers’ new needs with commercial economics,which is one of the exemplary forms of cultural and tourism integration.Star cultural and tourism districts such as Nanluoguxiang in Beijing,Wukang Road in Shanghai,Kuanzhai Alley in Chengdu and Hongya Cave in Chongqing have received praises from various parties.They have not only achieved commercial success but also played an important role in marketing the city’s image and enhancing the city’s taste.However,while many cultural and tourism districts are emerging,some of them also face significant challenges such as serious homogenization,lack of attention to the original historical and cultural characteristics of the area,a single scene without deep tourism experience,and a focus on development rather than operation.Those Problems become significant challenges to the survival and development of cultural tourism blocks.The Longtan Water Township project in Chengdu is a cultural and tourism district built by developers according to market logic.Since its opening in 2013,except for a brief period of glory in the first three years,the current Longtan Water Township has low popularity and struggling to operate.Therefore,it is essential to conduct in-depth research on its marketing strategy and reshape its core competitiveness through innovative means to achieve transformation and long-term development.Thesis focuses on the core theme of the marketing strategy of cultural and tourism districts,and conducts relevant research on marketing strategies by consulting relevant literature,using in-depth interviews,network text analysis,and relevant theories in marketing.Taking Longtan Water Township in Chengdu as an example,thesis examines the marketing strategy.Firstly,thesis uses theoretical tools such as GPEST and Porter’s Five Forces analysis to analyze the macro environment and industry environment of Longtan Water Township.Through analysis,it can be found that Longtan Water Township faces threats such as intensified industry competition,poor scene characteristics and tourism experience,new technologies and new marketing methods that distract tourists’ attention,but also has opportunities for development,such as increasing national policy support,increasing people’s willingness to travel after the pandemic,and increasingly popular innovative experience scenes.Secondly,combined with field visits,site inspections,and research on Longtan Water Township,thesis sorts out the current status of Longtan Water Township’s tourism resources and marketing strategies,and analyzes the current problems of Longtan Water Township’s marketing strategy from the perspective of the 7P,mainly including overemphasis on development,lack of marketing,a single scene without a deep experience,etc.Then,thesis,through in-depth interviews and network text analysis,identifies the reasons for the poor tourist experience and the problems with the marketing strategy in Longtan Water Township,which are mainly due to the lack of top-level systematic planning for the tourism product mix,the rough and simple scene construction,the lack of attractive themes for tourism experience,the aging of the business format,and the outdated promotion methods.Finally,combined with the 6E theory of experiential marketing,thesis designs a marketing strategy optimization plan for Longtan Water Township.Longtan Water Township can design younger experiential theme IP,upgrade tourists’ sensory and scene experience from the whole cycle and dimension of tourism,strengthen the construction of props and scenes,enhance multi-sensory interaction,hold water town lantern night tours and Han Chinese Clothing cultural festivals,etc.To optimize experiential marketing through strengthening new media online dissemination and creating cultural and creative derivatives,etc.It is hoped that the marketing strategies summarized in this article can also provide a reference for similar cultural and tourism districts to construct new marketing strategies for cultural and tourism districts that are more suitable for market demand.