Research On The Marketing Strategy Of Changbai Mountain Scenic Spot Based On "Tourist Portrait"

With the continuous and rapid development of China ’s economy and the improvement of residents ’ income level,the number of tourists and tourism income in China continue to grow rapidly,and the tourism industry has become an important industry of the national economy.Tourist attractions are the core elements of tourism development and the ultimate carrier of tourism consumption activities.With the increase in the number of tourist attractions,the homogenization of scenic content is serious,resulting in increasingly fierce competition in the domestic tourism market.In the face of the current fierce competitive environment,tourist attractions should pay attention to the diversified needs of tourists for tourism products,and carry out precision marketing according to the needs of tourists.This paper takes Changbai Mountain scenic spot as the research object,and mainly studies how to optimize the marketing strategy of scenic spots through literature research and questionnaire survey.Firstly,this paper studies and sorts out the literature related to user portraits,tourist portraits and tourism scenic spot marketing.Combined with the research of user portraits in the commercial field,this paper discusses the application of user portraits in the tourism industry and establishes the research route of this paper.Secondly,it analyzes the basic situation,marketing status,macro environment and industry environment of Changbai Mountain scenic spot.Thirdly,combined with the questionnaire survey to collect and analyze the data of the core customer group,the core customer group ’ tourist portrait ’ of Changbai Mountain scenic spot is constructed.Then,according to the user characteristics of the core customer group,this paper analyzes the marketing problems such as unclear market segmentation,imperfect tourism product structure,lack of flexibility in price,single marketing channel and insufficient promotion in Changbai Mountain scenic spot.Finally,based on the ’ tourist portrait ’,the target market positioning,marketing strategy combination and marketing strategy guarantee measures of Changbai Mountain scenic spot are optimized.Through this study,on the one hand,it is helpful to help Changbai Mountain scenic spot find new marketing ideas,on the other hand,it provides direction for the same type of tourist attractions to carry out precision marketing.