Research On The Marketing Strategy Of Q Group Health Care Project

With the rapid and high-quality development of China’s economy,the faster pace of work and the increasing pressure of life,people urgently need to relax their body and mind through leisure tourism.At the same time,the process of aging is accelerating,the elderly population increases rapidly,and the demand for health tourism increases accordingly.Affected by the COVID-19 epidemic,safe travel and quality travel have become the common pursuit of people’s travel.In the future,the health care tourism market will gradually expand,and its development will also face new opportunities.As a comprehensive private enterprise integrating real estate development,coal washing,charity and public welfare,etc.,Q Group Co.,Ltd.has developed and constructed the Gaoping Qingyunsi Ecological Park project in order to get rid of the constraints of the coal industry and seek new economic growth points.Through the marketing and promotion in recent years,the Q Group health care project has a certain popularity in the city area,but there are not many foreign tourists,with a low popularity,and a lack of competitive advantage.By consulting relevant materials,this paper learns and understands the relevant knowledge of health care tourism marketing strategy,which provides a theoretical basis for optimizing its project marketing strategy.At the same time,it distributes the questionnaire survey room,investigates the satisfaction of tourists,deeply explores the marketing strategy,and finds out the problems existing in the current marketing strategy.The PEST analysis method is used again to analyze the current economic,political,social and technical environment of the base,and to find out the disadvantages through SWOT analysis;external opportunities and threats to provide the right direction for optimizing the next marketing strategy.Finally,specific improvement suggestions are put forward from seven dimensions: product,price,channel,promotion,personnel,process and tangible display.This paper puts forward suggestions for optimizing the marketing strategy of Q Group health care project.On the one hand,we should increase investment in product research and development,improve infrastructure,and personnel training,so as to provide tourists with better services and improve product competitiveness;on the other hand,we should improve tourist satisfaction and attract more potential customers.On this basis,we hope to provide reference for relevant scholars to study the marketing strategy of health tourism,and provide ideas for related enterprises to develop health tourism.