| With the continuous improvement of Chinese economic level,people pay more attention to the enhancement of life quality,and then drive the rapid development of cultural tourism industry.Facing the increasingly mature consumer group and the new tourism market demand,the innovative thinking and product structure of tourism resources development are undergoing phased and structural allocation and upgrading.For the domestic tourism industry,although the industry has achieved great developient,in recent years due to the economic downwart pressure and the impact of the novel coronavirus epidemic,its existing problems are gradually highlighted.How to improve tourism marketing strategies and make tourism resources stand out has become an urgent problem for many tourism destinations and tourism enterprises.This paper takes QJ DT scenic spot cultural tourism product marketing as the research model.On the one hand,based on the study of marketing,cultural tourism products and related theories,combined with the characteristics of Chinese cultural tourism product marketing,the author concludes that marketing strategies play an important role in the whole cultural tourism industry.On the other hand,through the investigation,research and analysis of DT scenic spot cultural tourism product marketing strategy status quo and product consumption market,find out the problems in product marketing strategy and analyze the reasons,paving the way for the discussion in the next section.Then,from the perspective of macro environment,micro environment and SWOT analysis,the marketing environment of DT scenic spot cultural tourism products is analyzed.Finally,this paper expounds the design ideas and principles of DT scenic spot cultural tourism product marketing scheme,as well as STP analysis of scenic spot cultural tourism products.On the basis of these two items,it puts forward the marketing optimization scheme of DT scenic spot cultural tourism products from the aspects of expanding the extension of cultural and creative products,refining the product price system,ensuring efficient and diversified marketing channels,strengthening the use of experience marketing mode,etc.The guarantee measures are analyzed from the perspectives of establishing a complete tourism marketing system,developing online marketing of cultural tourism products,innovating the technology system of tourism product market research and development,and actively recruiting and cultivating effective marketing talents.The significance of this study lies not only in theory to enrich and develop the marketing strategy related research,but also to have certain reference significance and reference value for DT scenic area’s cultural product protection and sustainable development,for our country scenic area cultural tourism products marketing out of a "tourism+" integrated development road to lay the good foundation. |
