Research On Toutism Marketing Competiveness Of Changbai Mountain Tourism Co.,Ltd.

In the post epidemic era,tourism enterprises are facing the challenges of multiple factors,such as the downward pressure of economy,the output of marketing products,the impact of industrial competition and so on.The promotion of marketing competitiveness largely depends on the service level,service ability and attraction ability to customers.By adjusting the marketing form of tourism enterprises,it can help customers choose reasonable consumption products,cultivate new business forms of tourism industry,adapt to the psychological changes of tourism consumption,and realize the long-term and stable growth of enterprise marketing performance.Based on the current research situation,the research on the marketing competitiveness of tourism enterprises is relatively insufficient.Scholars mainly use analytic hierarchy process,fuzzy evaluation method and expert scoring method.Their research results are often subjective and can not scientifically and objectively reflect the marketing competitiveness of tourism enterprises.Therefore,through the empirical analysis of the marketing effect of tourism enterprises,the construction of the evaluation system of marketing competitiveness of tourism enterprises can help tourism enterprises find their own shortcomings and shortcomings in marketing,and provide reference for tourism enterprises in improving marketing competitiveness.Based on the research of marketing theory and marketing competitiveness theory,this paper,from the perspective of customers,takes Changbai Mountain Tourism Co.,LTD as the research object,combined with the related research of marketing competitiveness,investigates and analyzes the marketing effect.The evaluation system framework of tourism marketing competitiveness has been established,which includes marketing concept competitiveness,marketing strategy competitiveness,marketing service competitiveness and marketing image competitiveness.Through the questionnaire on the evaluation effect of marketing competitiveness of tourism enterprises by customers,principal component analysis method and factor analysis method are used to evaluate the competitiveness of tourism marketing of enterprises,and then the evaluation index system of tourism marketing competitiveness of 20 levels of indicators is constructed.By calculating the weight of the primary index and the secondary index in the tourism marketing competitiveness of enterprises,further comprehensive and systematic analysis and evaluation of the marketing competitiveness of tourism enterprises,and objectively verify the feasibility of the evaluation system.From the analysis of the reasons for the evaluation results,it can be found that the tourism enterprises have deficiencies in marketing concept,marketing method,marketing service and marketing image in their own development.The suggestions for improving marketing competitiveness in four aspects,namely customer oriented,marketing integration,building of soft and hard strength and building of brand image,are put forward.It is of practical significance to evaluate and enhance the competitiveness of enterprise tourism marketing.