Study On The Optimization Of Red Tourism Marketing Strategy In Gutian Shanghang

red tourism,as a new and unique form of tourism,has attracted more and more people’s attention.Since entering the 21 st century,the central government has issued a series of policies and measures to vigorously promote the development of red tourism.Gutian was the place where the Gutian Congress was held and where Mao Zedong wrote " A single spark can start a prairie fire".In recent years,Fujian actively gives play to the brand power of the Gutian Congress and the follow-up effect of "new Gutian Conference",and puts forward the development goal of developing Gutian red tourism into the leader of Fujian red tourism and building Longyan into a national first-class red tourism destination.In order to improve the competitiveness and attraction of Gutian red tourism,this paper will analyze the marketing of Gutian red tourism and put forward optimization suggestionsThis paper is based on the collection,sorting,review and summary of relevant research literature.This paper analyzes the marketing status and marketing environment of Gutian red tourism,draws lessons from the marketing experience of other red tourism destinations,and discusses the marketing strategy of Gutian red tourism.This paper mainly consists of seven parts.The first part,introduces the research background,significance,ideas and methods of this paper.The second part,expounds the related concepts of red tourism marketing and introduces the theoretical basis of this paper.The third part,analyzes the marketing environment of Gutian red tourism from three aspects.The fourth part,combined with the actual situation,analyzes the current situation of Gutian red tourism marketing,investigates the product,price,place and promotion strategies of Gutian red tourism marketing.The fifth part,analyzes the marketing strategies of other red tourism destinations such as Jinggangshan,Yan’an,Ruijin and South Lake,and explores their beneficial experience in red tourism marketing.The sixth part,combined with the previous analysis and using The Marketing Theory of 7Ps,puts forward optimization suggestions on Gutian red tourism marketing strategy from seven aspects,hoping to promote the healthy development of Gutian red tourism.The seventh part,draws the research conclusions and prospects of this paper.