| With the continuous improvement of living standards,the people’s spiritual demand for a better life is growing,and their longing for culture and tourism is increasing.The integrated development of tea tourism is in line with both the spiritual needs of the people and the strategy of revitalization of China’s countryside,and tea culture tourism has come into being.Dujiangyan,the city of three heritage,as an excellent historical and cultural tourism city,has a long history of tea culture,which is suitable for the development of tea culture tourism.Tea culture tourism originates from traditional agriculture,which is generally in the exploration stage and immature,especially in marketing strategy,with outstanding problems.The tea Mountain Scenic Area of QC Company is selected as the research object in this study.which is a key leading enterprise in Sichuan Province.As the largest tea enterprise in Dujiangyan City,it links secondary and tertiary industries by planting tea,making tea and tea tourism,which is typical and representative in exploring the integrated development of tea tourism.QC Company Tea Mountain Scenic Area,with its superior natural environment and convenient transportation,develops tea cultural tourism with tea as the carrier,and there are currently a single product,lack of characteristics,lack of cultural connotation and other problems.The study of the marketing strategy of the tea mountain scenic area can help realize the transformation and upgrading of the tea industry,the realization of the strategy of rural revitalization,and provides reference for the tea enterprises exploring the integration of tea tourism.This study adopts the logic of problem identification-problem solving,and the whole text is divided into five chapters.Chapter one,introduces the background,research purpose and significance of the study.In the second chapter,through the literature research method,the relevant theories and literature about tea culture,tea culture tourism,tea culture scenic spot,marketing strategy,market segmentation and so on are reviewed.Through literature review and collation,the relevant theoretical support of this study is established to provide a theoretical basis for the analysis and trend prediction of the development of tea mountain scenic area tourism.Chapter three,through the interview research method to interview the visitors and staff of the tea mountain scenic spot,and from the different perspectives of marketing 7P,analyze the current situation and problems of the marketing of the tea mountain scenic spot.The fouth Chapter,design the marketing strategy questionnaire of tea culture scenic spot,conduct online questionnaire research by questionnaire survey method,use statistical analysis to dissect the questionnaire,conduct reliability and validity analysis,descriptive statistical analysis,factor analysis and comparative analysis on the questionnaire data,so as to seek a more acceptable marketing strategy of tea culture scenic spot for tourists.In the fifth chapter,summarizes all aspects of research on tea mountain scenic spot,and gives suggestions on market positioning,suggestions for marketing strategy and suggestions for supporting measures are given.This dissertation has been re-examined through the findings of the research data to identify the market and target visitor groups more precisely.In response to the problems of lack of product mix,weak online sales channels,little brand image promotion,insufficient staff professionalism,lack of utilization of surrounding tourism resources,and inadequate infrastructure in the Tea Mountain Scenic Area,this study optimizes the current marketing strategy and gives suggestions for building a sightseeing platform,developing a hiking circuit,strengthening cooperation with travel agencies and surrounding hotels,customizing travel packages and high-end services,increasing specific marketing strategy suggestions such as new media promotion and online channel sales,strengthening staff training,improving scenic public toilets,and widening scenic roads. |
