Research On The Optimization Of Marketing Strategy Of Hangzhou Lingshan Scenic Spot

Since the reform and opening up,China’s economic development has made remarkable achievements.With the continuous improvement of the quality of life,tourism has developed rapidly.The strong demand of Chinese residents has brought strong passenger flow and performance to many domestic natural scenic spots.But with the outbreak of COVID-19,tourism has also been hit hard.Under the condition that the overall epidemic situation in China is controllable and the trend is good,it is also extremely urgent to resume the development of tourism industry and release the tourism demand of residents.Taking Hangzhou Lingshan scenic spot as a case study,this paper makes an in-depth study on the optimization of the scenic spot’s marketing strategy through literature research,case analysis and questionnaire survey.Under the guidance of 4P theory,STP theory and 4V theory,this paper analyzes the current marketing situation of Hangzhou Lingshan scenic spot.Based on the questionnaire survey,through the evaluation of the products,prices,channels and promotion strategies of Hangzhou Lingshan scenic spot by tourists,this paper summarizes the problems existing in the scenic spot,such as insufficient cultural mining and supporting services,high prices,insufficient influence of publicity channels and insufficient attraction of promotion methods,and analyzes that the main reasons are the lack of differences in content marketing,insufficient functionalization of scenic spots Lack of added value to form price appreciation and lack of cultural resonance with tourists.Based on the pest macro analysis of the current tourism industry,it can be seen that the development foundation of the domestic tourism industry is still strong.Under the guidance of STP theory,the market of Hangzhou Lingshan scenic spot is subdivided,the target market is cultural tourism market,natural landscape tourism market and research tourism market,and the middle-aged and young tourists are tourists,so as to build Hangzhou Lingshan brand tourism.Optimize the marketing strategy of Hangzhou Lingshan scenic spot by improving the product and service system,improving the service price system,enriching the publicity channels and enhancing the promotion methods.Finally,the safeguard measures are put forward.The research of this paper provides a reference for the future development of scenic spots plagued by the epidemic,and provides a case and reference value for building acultural tourism brand based on cultural elements.