Research On Marketing Strategy Of W Company’s Weishan Lake Red Lotus Wetland Tourism Project

With global tourism booming and internationalisation accelerating,tourism,which is regarded as the leading tertiary industry,has been in the stage of rapid development.After China has achieved a moderately prosperous society,the trend of tourism consumers’ needs changing from low level to high quality has become more and more obvious,the public travel and tourism consumption preferences have changed profoundly,the integration of online and offline tourism products and services has accelerated,the traditional tourism scenic spot model has been unable to meet the diversified needs of today’s consumers,and the transformation and upgrading of tourism marketing is particularly necessary.Tourism enterprises in the traditional marketing of scenic spots using media methods of publicity and reporting mostly,in the rapid development of new media at the moment,must accurately study and judge the public’s current travel consumption needs,to study in depth to comply with the new changes,adapt to the reality of the demand for marketing laws,in order to continuously improve the comprehensive competitive ability.This study analyzes the current situation and marketing strategy of Weishan Lake Red Lotus Wetland Scenic Area of Company W,and conducts a targeted and comparative exploration study from a macro perspective,using PEST theory to analyze and study the economic and social development level of the area where Company W and Weishan Lake Red Lotus Wetland Scenic Area are located,the existing tourist reception of the scenic area and other relevant data to study and judge its current development level;using the SWOT analysis method to find out W company Weishan Lake Red Lotus Wetland scenic area competitive advantages and shortcomings;according to the specific needs of tourists,or according to their own tourism resources characteristics and realistic requirements,the use of STP theory on W company Weishan Lake Red Lotus Wetland scenic area to further market segmentation,target market selection and market positioning,and proposed for W company specific Weishan Lake Red Lotus Wetland scenic area marketing strategy with 7Ps marketing mix as the core content,can help W company to shape better.It can help W to build a better tourism area and tourism project,improve tourist satisfaction,and help improve the core competitiveness of W’s Weishan Lake Red Lotus Wetland Scenic Area and related tourism projects,and promote the growth of related service industries within the tourism project with strong interconnection between the tourism industry,which is of great practical significance to promote the transformation of W and upgrade the Weishan Lake Red Lotus Wetland Scenic Area.This study focuses on the basis of previous academic research and extends the lack of research on the co-optimization of marketing strategies for tourism enterprises and scenic spots combined.This paper uses PEST theory,7Ps theory,etc.,combined with the current marketing situation of Chinese tourism scenic spots,to carry out the stratification and optimization of marketing strategies for tourism enterprises and scenic spots,with certain practicality and operability,to further promote the transformation and development of tourism enterprises and tourism-type scenic spots.