Shuimodanian Scenic Area Marketing Strategy Research

With the rapid development of China’s economy,the income level of residents is rising,and the demand for material life and spiritual life is increasingly diversified,which provides a huge opportunity for the cultural tourism market.In the past,the single standardized tourism products of travel agencies could not meet the needs of tourists well,so personalized tourism services are the most needed services for tourists.Tourism consumption has gradually become an important part of people’s daily consumption.With the development of scenic areas at home and abroad,the competition among scenic areas has gradually become white-hot,especially the competition among scenic areas with similar geographical locations and high degree of homogeneity is more intense.Therefore,how to stand out in many scenic areas must highlight the role of marketing strategy.Under the background of global tourism,relying on the 2014 Youth Olympic Games bicycle racing venue,the Shuimodanian Scenic Area was produced.After nearly 10 years of construction and development,the Shuimodanian Scenic Area is also a little famous in the surrounding counties and cities.After the epidemic,the tourists in the scenic area have experienced explosive growth,but there are still some problems in the overall income,service level and marketing,which is not conducive to the long-term sustainable development of the scenic area.In this context,how to survive in the fierce market competition,and be able to maintain the sustained and stable growth of benefits,and through the formulation of marketing strategies,improve the core competitiveness of scenic areas,so that scenic areas stand out and get better development,is the focus of this study.In this study,by understanding the development status of Shuimodanian Scenic Area,consulting the literature on the research of scenic area marketing strategy at home and abroad,deeply studying the theoretical knowledge of scenic area marketing strategy,using STP theory to carry out market segmenting,market targeting and market positioning of scenic area,using SWOT analysis method to analyze the strengths,weakness,opportunities and threats of the development of Shuimodanian Scenic Area,using questionnaire survey method to analyze the tourist satisfaction of scenic area,and found the problems existing in the marketing of scenic area.Then through the analysis of the macro environment of the scenic area to understand the development trend of the tourism market,and use the Porter five forces model to analyze the multi-dimensional scenic area marketing environment.Then,based on the STP theory and 7Ps theory,the marketing strategy suitable for the development of the scenic area is formulated according to local conditions,and the safeguard measures are determined to better implement the marketing strategy.Through the research and analysis of the marketing strategy of the Shuimodanian Scenic Area,the marketing strategy is formulated from the aspects of product,price,place and promotion.On this basis,measures such as talent training and service level improvement are strengthened in order to improve the satisfaction of tourists and enhance the popularity of the Shuimodanian Scenic Area,so as to improve the income of the scenic area and provide reference for the same type of scenic area.