Research On The Marketing Strategy Of The Yellow River Estuary Ecological Tourism Area

With the continuous growth of domestic economy and the improvement of residents’living quality,tourism has become an important industry to stimulate domestic demand,upgrade industries,drive infrastructure construction and expand cultural influence.When both material wealth and spiritual wealth are greatly satisfied,people pay more and more attention to the harmonious development of human and nature.At this time,the idea of ecological civilization came into being,and eco-tourism has become a highly respected tourism product in the current tourism industry,attracting more and more groups’ attention.At present,eco-tourism has become one of the important green industries throughout the country,which not only drives the development of local economy,but also promotes the transformation of people’s lifestyle.In the context of the "Yellow River Strategy" in the new era,Dongying,as an important node city in the Yellow River basin,has a broad tourism market.As an important ecotourism scenic spot in Dongying City,the Yellow River estuary ecotourism area develops rapidly with its unique ecotourism resources.However,due to its imperfect marketing channels,lack of marketing experience and other practical problems,the development of tourist areas has fallen into a bottleneck.For scenic spots,how to find the balance point between ecological environment protection and industrial development,make full use of its unique wetland ecological resources,improve its core competitiveness,and build profitable customer relationships under the background of today’s eco-tourism boom and the introduction of the "Yellow River Strategy" is an urgent problem to be solved.This paper will use the relevant concepts and theories of marketing and tourism,take the consumer behavior analysis as the base point,take the Yellow River estuary ecotourism area as the research object,and use literature retrieval,field research and questionnaire survey to conduct statistical processing and scientific analysis of the data.Aiming at the current problems in the Yellow River estuary ecotourism area,it tries to put forward beneficial exploration for its subsequent development from the marketing aspect.First of all,the development conditions,marketing status and marketing environment of the Yellow River estuary ecotourism area are analyzed.Secondly,based on the analysis of consumer behavior,the market segmentation,target market selection and market positioning of the Yellow River estuary ecotourism area are carried out using STP strategy,and marketing strategies are proposed for the Yellow River estuary ecotourism area in combination with the 7P theory.Finally,based on the background of the Yellow River strategic era,the implementation guarantee of the marketing strategy of the Yellow River estuary ecotourism area is proposed to promote the green and sustainable development of the scenic area.