Research On Optimization Of Marketing Strategy In Xinzhou Ancient City

The rapid development of the social economy has made tourism a way of life for more and more people.Between 2011 and 2019,the number of domestic tourists in China has been increasing year by year,and the industry has developed rapidly.However,due to the repeated COVID-19,the tourism industry suffered setbacks and the market performance was poor.As a newly opened ancient town scenic spot in 2019,Xinzhou Ancient City has quickly become one of the most popular scenic spots in Shanxi Province in just three years,with an astonishing development speed.However,with the increase in the number of similar scenic spots in recent years,the competition situation faced by Xinzhou Ancient City is relatively severe,and existing marketing strategies need to be optimized to meet the challenges.Based on the 7Ps theory,this paper analyzes and studies the marketing strategy of the ancient city of Xinzhou by means of literature analysis,field survey and questionnaire survey.Firstly,PEST was used to analyze the external environment of the ancient city of Xinzhou to clarify the impact of the macro environment on the city.Secondly,SWOT was used to elucidate the strengths,weaknesses,opportunities,and challenges of the ancient city,and an analysis matrix was used to clarify the decision-making direction.Next,the marketing status of the ancient city was introduced,and the results of the questionnaire survey were analyzed using SPSS software,laying a foundation for subsequent research.Subsequently,an analysis was conducted on the marketing strategies of the ancient city from a 7P perspective.Then,according to the STP theory,the tourism market faced by the ancient city was segmented,and the target market was selected and positioned well.Finally,from the aspects of product,price,channel,promotion,personnel,process,tangible display,etc.,optimization suggestions were proposed to expand the length of product portfolio,explore the depth of product portfolio,combine pricing,establish self built direct channels,integrate marketing resources,innovate promotion methods,strengthen talent construction,improve guidance and diversion measures,strengthen feedback on opinions and suggestions,and improve disabled facilities.There is currently limited research on the ancient city of Xinzhou.This article aims to analyze its marketing strategies under the new situation and changes,identify its shortcomings in marketing strategies,and provide targeted optimization suggestions to help it continuously enrich product supply,improve service capabilities,enhance competitiveness,and promote brand image,in order to successfully stand out from competition.At the same time,we also hope to provide certain reference value for similar research.