A Study Of The Marketing Strategy Of Ancient-cultural Tourism Area In Shangqiu

In recent years,with the rapid development of China’s economy and the continuous improvement of people’s living standards,China’s tourism industry has been expanding,the Tourism has become an important industry of national economy.Henan is a big tourism province,owning many cultural tourism resources and developing tourism industry.Shangqiu has always been a famous historical and cultural city,rich in tourism resources.Shangqiu Ancient Culture Tourist Area is a business card of Shangqiu tourism industry,directly or indirectly promote Shangqiu tourism economic growth.To enhance the tourism quality and brand marketing power of Shangqiu Ancient Culture Tourist Area,it is a great significance to strengthen the research on tourism marketing strategy.Based on the existing academic research,this paper studies the marketing environment of Shangqiu Ancient Culture Tourist Area by using PEST analysis method,finds out the opportunities and threats of tourism development in Shangqiu Ancient Culture Tourist Area,and analyzes the tourism area through SWOT matrix analysis Strategic matching and selection.At the same time,designed a specific marketing strategy for the Tourist area;determined the characteristics of cultural tourism and short leisure holiday tourism as the main target market for market strategy,secondly on ecological tourism,and tourist area in the future will be placed in the center of special cultural tourism market;In the aspect of brand strategy,it emphasizes that the tourism area should be shaped as the hometown of the culture fire,the culture of business,the culture of Morality and Incorruptible.The article detailed the implementation steps of marketing strategy,and put forward specific tourism marketing strategies based on the 7Ps theory from the product,price,channel,promotion,personnel,physical display and service Angle.Finally,the safeguard measures of the implementation strategy are put forward from the aspects of operation,policy,capital and talent.Through the marketing strategy study of Shangqiu Ancient Culture Tourist Area directly to guide the tourist area of marketing work,provides the tourism marketing and a case,so as to provide reference for the development of the tourism industry in shangqiu,and further for the local industrial structure adjustment and the tourism industry to provide reference.