| With the development of economy and society,festival tourism,as a new tourism industry,has penetrated into people’s life more and more.As the organizer of Tsingtao International Beer Festival,a famous festival tourism,Tsingtao Beer Culture Group has played an important role in the development of festival tourism.However,with the advent of more and more festival tourism products,the development of festival tourism of Tsingtao Beer Culture Group has also entered a bottleneck period.In order to remain invincible in the development,the festival tourism marketing of Tsingtao Beer Culture Group also needs systematic research and improvement.Taking the festival tourism of Tsingtao Beer Culture Group as the research object,based on the marketing theory,according to the current situation of festival tourism marketing of Tsingtao Beer Culture Group,this paper puts forward the prominent problems existing in the marketing process,analyzes the causes of the problems,and finally gives the improvement scheme of marketing strategy and the guarantee measures to ensure the smooth implementation of the new scheme.Firstly,by analyzing the research background,purpose and significance,and consulting the literature on festival tourism marketing at home and abroad,the research direction of this paper is determined.Secondly,it analyzes the current situation,problems and causes of festival tourism marketing of Tsingtao Beer Culture Group,and points out the shortcomings of the current festival tourism marketing strategy of Tsingtao Beer Culture Group.Then,through pest theory,Porter’s five forces model and consumer behavior analysis,this paper expounds the environmental factors,competition and consumer preferences of Tsingtao Beer Culture Group,so as to provide the basis for the market positioning and target group selection of festival tourism marketing of Tsingtao Beer Culture Group.According to the market positioning and target population,this paper puts forward the improvement of product strategy,price strategy,promotion strategy and channel strategy through 4P marketing theory.Finally,the successful application of marketing strategy is inseparable from practical and effective guarantee measures.Combined with the development status and market environment of Tsingtao Beer Culture Group,guarantee measures are put forward from five aspects: capital investment,service level,talent construction,business training and performance reward.This paper formulates a new festival tourism marketing strategy for Tsingtao Beer Culture Group,and puts forward the measures to ensure the implementation according to its actual situation,which effectively promotes the market-oriented transformation and internal reform and innovation of Tsingtao Beer Culture Group.At the same time,it also provides a reference for the formulation of festival tourism marketing strategy of the same category in the region. |
