Based On The Perspective Of "Yellow River Culture" In The Era Of All Media Analysis On Marketing Strategy Of Qikou Ancient Town Tourist Scenic Spot

Entering the new era,China enjoys sustained and stable economic development,and people’s living and income levels have continued to improve.National tourism has become the mainstream,especially leisure and health tourism products are more popular among the public.At the same time,rural tourism It is also chosen by more tourists because of its unique resources and humanities.Qikou Ancient Town Tourist Scenic Spot is located in Luliang,Shanxi Province.It used to be a concentrated contiguous poverty-stricken area in the country.After successfully removing the poverty hat in 2020,it tried to promote the development of other industries through tourism,so it vigorously promoted rural and red tourism.Although the new crown pneumonia epidemic has dealt a serious blow to the cultural and tourism industry in the past two years,the development of the industry has stagnated,but with the continuous control of the epidemic and the resumption of work and production in various industries,people’s long-suppressed travel and consumption desires have been released like a blowout.,Holiday attractions are overcrowded,and the market demand is very strong,bringing new development opportunities to the cultural and tourism industry.With the support of Lvliang Municipal Government and Shanxi tourism development,Qikou Ancient Town Tourist Scenic Spot has continuously upgraded tourism products and optimized routes.It integrates a variety of tourism functions and generates many tourism forms.It has become one of the most popular tourist attractions in Lvliang City and Shanxi Province.Welcome travel destination.However,at the same time,there are still many problems in the ancient town scenic spot that need to be discovered and solved.At the moment when there are few tourists in the epidemic,a comprehensive rectification should be carried out.From the hardware and software parts,in line with the trend of market development,a marketing strategy dedicated to the ancient town scenic spot should be formulated to cope with the fierce homogeneous competition and changes in tourist demand.This paper takes Qikou Ancient Town as the research object,integrates data through field research and literature collection,sorts out the marketing status of the ancient town scenic spot in detail,objectively analyzes the market environment where it is located,explores the development direction through SWOT analysis,and designs marketing strategies at the same time The questionnaire is used to analyze the data,find out the specific problems,formulate the marketing suggestions suitable for the Qikou Ancient Town tourist attraction combined with the 7Ps marketing mix theory,and put forward relevant guarantee suggestions to lay the foundation for the implementation of the marketing strategy.Through the research and analysis of this article,I hope to provide some directions for the optimization of the marketing strategy of the tourist attractions of Qikou Ancient Town,so that the tourist attractions can be promoted with themes,establish the cultural brand of the Yellow River,expand the tourist market of the scenic spots,and continue to help the scenic spots.The city’s cultural and tourism benchmarks have contributed their modest efforts.