Research On Marketing Strategy Of SHY Project Of M Company

In 2017,General Secretary Xi Jinping proposed the national strategic guideline of "rural revitalization" in the report of the 19 th CPC National Congress,prospectively pointed out the development direction of rural tourism under that strategy.Under the guidance of relevant policies,a large number of camping projects around rural development industries have emerged.The SHY project,which was initiated in the early stage of China’s camping economy development,relies on camping socialization and space operation as the core,and makes full use of the camping market window cycle.In just over a year,a unique set of outdoor camping operation system has been established in the Yangtze River Delta region,and has begun to take shape.However,as the competition in the camping industry intensifies and the supply of campsites has changed from insufficient to excessive,it is particularly urgent to establish a systematic marketing strategy to ensure the sustainable and healthy development of the SHY project in the new market environment.From the perspective of the entire industry development cycle,domestic camping industry is in the early period of rapid growth.In order to quickly grasp market opportunities as well as improve market competitiveness,the SHY project needs to do the research and the analysis on target groups and customer positioning,carry out effective promotion accordingly,so as to achieve the purpose of improving operational efficiency and occupying a favorable position in the camping industry.While from the perspective of marketing,there are many problems need to be solved urgently of the SHY project.For example,insufficient analysis on target customer groups’ demand,lack of product differentiation,single marketing and promotion channels,etc.,which lead the brand effect of SHY and promotion efficiency cannot be promoted effectively.Therefore,through the study of 4P marketing strategy theory,service marketing theory and STP marketing theory,on the basis of clear theoretical reference,the author builds PEST analysis model and CPM matrix model to analyze the external environment of SHY project first,then the internal environment as well as market demands,in order to further study the market segmentation,target market selection and ultimate positioning of the SHY project from the perspective of STP theory.On this basis,propose the optimization plan of the SHY project from four dimensions on product,price,promotion,relationship marketing.In addition,in order to effectively implement the SHY project marketing strategy,construction and guarantee are carried out from the aspects of team building,process optimization,plan formulation and digital system construction.To sum up,the research of this paper is to propose and formulate the market and sales strategies beneficial to the development based on the internal and external advantages and disadvantages analysis,customer group research,product and market positioning analysis of the SHY project.This research organically combines the theoretical model with the marketing practice of the SHY project,and formulates a marketing strategy in line with the actual situation,hoping to solve the problems encountered in the current marketing and promotion,so that the SHY project can grow rapidly in domestic camping industry.Find the right position in the market,enhance the core competitiveness,and then obtain the ultimate benefit in the development of the entire market.