| In recent years,With the rapid development of China’s economy,people’s demand for tourism is constantly increasing.Tourism has become more and more common in Chinese people’s life,and the tourism market has a broad prospect.In addition,China is intensifying efforts to promote supply-side structural reform,so as to improve the quality of national economic development rather than speed,so promoting the development of tourism is also an important indicator of this.Longhu Mountain is located at the junction of Guixi and Yujiang in yingtan City southwest of Jiangxi Province.Wuyi Mountains in the south,north of the winding Xinjiang river,luxi River water from southeast to northwest through the border,beautiful landscape,known as "mountains than Guilin,water like Li River" said.Yingtan abundant tourism resources and unique cultural characteristics to yingtan municipal party committee and municipal government made the development strategy of tourism city,in the economic development of increasingly competitive today,yingtan city should make full use of good natural and cultural aspects of congenital advantage,strengthening the support yingtan city for the tourism industry,yingtan city yingtan city with the development of tourism to drive the whole economic development,Achieve eagle pool city economic growth,eagle pool city people living standards rich requirements.Although in the era of rising tourism,Longhushan has developed to a certain extent by virtue of its unique natural conditions and rich cultural environment,and has gained a small reputation in the province.However,in the face of the increasingly competitive external environment of the tourism market,how to explore the optimization of internal marketing,how to achieve rapid development,has become a problem worthy of consideration of the city cultural tourism Group.How to find its core product and explore its deeper connotation to maximize its value? How to set the price of all kinds of products including tickets in scenic spots? If preserve perfect traditional marketing channel while exploring new media marketing channel,make the brand image that belongs to eagle pool city itself? All these problems have become the contradictions to be solved in the marketing of scenic spots.In order to solve the above problems,this thesis through the analysis of the current situation of the marketing of Longhushan scenic spot dig out the existing problems of the marketing strategy of Longhushan scenic spot finally compare the existing problems to formulate a reasonable marketing strategy.Through the knowledge of marketing management,using 4PS,SWOT and PEST analysis methods,the status quo of marketing,marketing environment(macro,industry)of Longhushan scenic spot are analyzed,and the improvement strategy of Longhushan marketing management is studied.Specifically include: in the product strategy,focus on the development and maintenance of Taoism culture core content,the integration of various scattered scenic spots,to create tourism resources integration;In product pricing,to put an end to large price increases,maintain the "high frequency" price increase strategy,but also through appropriate discounts to improve the competitiveness of scenic spots in similar products;In terms of sales channels,it is necessary to maintain the traditional private lines for individual customers,and at the same time,expand sales channels by using new media(sanweifang,Douyin and Kuaishou)to establish brand image;In terms of promotional strategies,we should create our own events for different festivals and scenes,establish experiential marketing services,and enhance the loyalty of tourists.To study the marketing strategy of Longhu Mountain Scenic area,from the perspective of practical significance,one is to better help Longhu Mountain Cultural Tourism Group to develop scientific marketing management strategy,enhance the visibility of Longhu Mountain scenic area,so as to enhance the competitiveness of Longhu Mountain scenic area in similar products.Second,it conforms to the national new development concept of "innovation,coordination,green,open and sharing" and closely follows the economic requirements of "ecological industrialization",which is of great significance to promote the healthy,green and coordinated economic development of Yingtan and even Jiangxi province.From the point of view of academic significance,this article through to the dragon tourism marketing present situation,problems and countermeasures are analyzed,further research update tourism marketing in the current political "ecological priority,green development" and "ecological industrialization" theory,the economic environment and other ecological and cultural tourism related to the current research provides positive reference value. |
