Research On Marketing Strategy Optimization Of M Tourist Attractions

Since the 1980 s,the tourism industry in China has evolved from industrialization to marketization and become an important part of the national strategic system.It is an important driving force of the national economic development.As one of the strategic pillar industries,it greatly promotes the development of the national economy.Socialist economy maintain a good development momentum,China’s tourism industry has strong development potential,the Internet era,the emergence of the new tourism formats in the social public tourist will,the public wish(hope)to get high quality tourism services,personalized tourism market demand,require domestic scenic spots to provide differentiated travel experience and diversification of tourism products.Our vast territory and abundant resources have a large number of precious tourist resources,each traveling scenic area is undertaking the bigger market competition pressure,the traveling scenic area should raise the brand awareness and influence,formulate the scientific marketing strategy,obtain more tourist support,can promote the development of the traveling scenic area.In order to solve the marketing problems of M tourist spot and realize its sustainable development,this paper makes a comprehensive analysis and comprehensive comparison of excellent marketing strategies of different tourist spots,determines the research path,research content and research methods of this paper,collects,analyzes and compares the information of M tourist spot,and combines the field investigation results to obtain more reliable information data.Make a comprehensive analysis and evaluation of the actual situation of M scenic spot,sum up the shortcomings of the development of this scenic spot,use the questionnaire survey method,combined with the feedback of tourism,in-depth exploration of the causes of these problems,combined with the survey results to summarize the marketing problems of this scenic spot,including single publicity channel,low service level,not yet established a flexible pricing mechanism.Not according to the needs of tourists to develop and design tourism products.These problems lead to the poor marketing effect of M tourist attractions.Then,with reference to different research theories,including Porter’s Five Forces Model and 4Ps theory,etc.,combined with these theoretical research results,based on different perspectives such as mesoscopic,micro and macro,in-depth analysis and study of the current situation of M tourist attraction,determine its market positioning,select the target market,and on this basis develop matching marketing strategies,the first is price optimization strategy.To improve the added value of tourism products,pay attention to innovation tourism products;Secondly,the price optimization strategy,such as the implementation of psychological pricing,penetration pricing strategy;Then the promotion optimization strategy,such as holiday promotion activities and we media publicity;The third is channel optimization strategy,such as the use of diversified distribution channels,pay attention to the management of middlemen and so on;Finally,the brand strategy is to create the brand image of "Yimeng new Heaven,natural oxygen,easy play,enjoy the natural scenery".In order to obtain the expected practical effect of the marketing strategy,it is necessary to put forward the corresponding safeguard measures,such as human resources guarantee and information technology guarantee,so as to obtain the support of more tourists,show the unique characteristics of M tourist attraction and promote the sustainable development of M tourist attraction.