Research On Marketing Strategy Optimization Of Tianzhu Mountain Scenic Spot In Anhui Province

With the rapid development of our society and economy,consumers’ consumption structure is constantly upgraded,and high-quality development has become a new theme.The organic combination of expanding domestic demand strategy and deepening supply-side structural reform has significantly optimized the development environment of tourism consumption.Our tourism has developed to a new extent.Located in Qianshan Mountain,Anhui Province,Tianzhu Mountain is the only ultra-high pressure metamorphic zone in China,which is also the largest exposed area and the deepest exposure in the world.It is a global geopark,a national key scenic spot,and a National 5A tourist attraction.Since its development,Tianzhu Mountain Scenic Spot has achieved a certain degree of development by virtue of its unique natural conditions and profound cultural connotation.Our marketing strategy in Tianzhu Mountain Scenic Spot is paying off.However,in the current era of vigorous development of all-regional tourism,various emerging formats of "Tourism +" are emerging one after another,Tianzhu Mountain Scenic Spot is facing greater competitive pressure,and its marketing innovation is stagnant.In this context,Tianzhu Mountain Scenic Spot urgently needs to seize the development opportunity,optimize the marketing strategy of the scenic spot in a timely manner,establish its brand image,and improve market competitiveness.Taking Anhui Tianzhu Mountain Tourist Scenic Spot as the research object,this paper adopts literature analysis method,case analysis method as well as other methods to study the marketing strategy of Anhui Tianzhu Mountain Tourist Scenic Spot,and analyzes the marketing status and existing problems of Anhui Tianzhu Mountain Tourist Scenic Spot based on the questionnaire survey,namely,the products of the scenic spot lack highlights,and some services cannot keep up with the needs of tourists;pricing of the scenic spot exceeds tourists’ expectations;the purchase channels of tourism goods are not smooth enough;lack of innovation in promotion methods and not attractive enough for tourists;insufficient management of outsourcing enterprises,uneven quality of service personnel;the intelligence level of the scenic spots needs to be improved.In view of the above problems,STP theory and7 Ps theory are used to determine the strategic scheme of market segmentation,target market selection and market positioning of Tianzhu Mountain,and the marketing optimization strategy of scenic spot is proposed.The author hopes that through the research on the marketing strategy of Anhui Tianzhu Mountain Scenic Spot,more directions and choices will be provided for the optimization of the marketing strategy of Tianzhu Mountain Scenic Spot,so as to help Tianzhu Mountain Scenic Spot improve its market competitiveness and provide reference for the innovation of marketing strategies of other similar scenic spots in China.