Research On The Optimization Of Marketing Strategy For The Scenic Spot Of A Cultural Tourism Company

China has a large population,a vast territory and an endowment of tourism resources.With the development of economy and society,Chinese living standards have been significantly improved,and tourism has also developed rapidly,which is not only reflected in the continuous increase of market size,but more importantly,tourism itself is also iteratively updated.Scenic tourism has evolved into a combination of leisure vacation,health care,religious pilgrimage and cultural experience.Cultural tourism is currently a very popular form of tourism.In recent years,China has promulgated a series of policies and regulations related to the tourism industry.Tourism Law,the most typical one of these policies and regulations,put forward specific requirements for the development of cultural tourism.In 2009,the State Council released a circular on the implementation plan to promote the development of tourism,and clarified the important positioning of tourism as "the strategic pillar of the national economy" for the first time.In 2014 and 2019,the State Council released a number of circulars on promoting the reform and development of tourism,making clear and reasonable arrangements for the development and reform of tourism.And cultural tourism has been set as a new driving force for economic growth.Based on the goal of developing culture through tourism and strengthening tourism through culture,the consumption market and investment market of tourism industry have broad prospects.A company is a modern cultural tourism company integrating domestic and foreign tourism,brand advertising,marketing planning,construction of cultural tourism scenic spots,development and sales of cultural heritage products.The marketing strategy of A cultural tourism company at the beginning of its establishment does not adapt to the current situation.In addition,the emergence of competitors has significantly reduced profitability.Therefore,the reorganization marketing strategy will play a vital role in the development of the company.In this paper,on the basis of marketing theory,combined with the questionnaire survey method,analysis on the company’s marketing environment,market opportunities and problems has been carried out.Based on the STP and 4P theory,target market has been also analyzed.Reasonable marketing strategies have been obtained by business optimization.The research finds that the product problems of A cultural tourism company’s scenic spot marketing strategies are lack of innovation and weak correlation with customer demands,and the price problems are single and lack of measures to encourage consumption,and the channel problems are single and lack of brand awareness,and the promotion problems are lack of activities and low combination of tourist goods.This paper provides some development suggestions for A cultural tourism company’s scenic spot business,especially in terms of marketing strategies,and puts forward countermeasures such as target market positioning optimization,target market selection and optimization of 4P marketing strategy.To some extent,it can help the company formulate scientific and reasonable marketing strategies for scenic spot,strengthen its market competitiveness,and achieve healthy and orderly development.It can also provide certain reference value for other enterprises.