The Marketing Strategy Of Dai Silverware By Company A In Xishuangbanna

With the rapid development of China’s economy and constant improvement of people’s material level,they have increasing demands for spiritual culture.More and more people are willing to go out for sightseeing and enjoy fantastic views all around.This greatly promotes the development of tourism country in China.When people go out for sightseeing,they often understand and learn about folk traditions and customs in the sightseeing places,get in touch with tourist products in local areas and purchase tourist products as souvenirs or given them to their family and friends as gifts.This stimulates more and more merchants to access the tourist product market and drives the rapid development of the tourist product industry in China.As a popular tourist destination in China,Xishuangbanna has a variety of tourist products with local characteristics.They are favored by numerous tourists at home and abroad.As a product beloved by local minorities,Dai silver is an inheritance and continuance of ethnic culture,which endows this tourist product with a profound meaning.However,through investigation,it is found that Dai silverware in Xishuangbanna is not well known to the public,and there are many problems and defects in its market development.For this reason,in this paper,Company A in Xishuangbanna is selected as the research object.The status quo of Company A is analyzed from the perspectives of macro and micro marketing environments.Based on 4P theory,the existing problems with the sales of Dai silverware by Company A are identified,the markets of Company A are segmented in detail and its target markets are determined.Using the theory of integrated marketing,an optimization scheme is proposed for the marketing strategy of Dai silverware by Company A in Xishuangbanna,from four aspects: product,price,channel and promotion.