Research On The Marketing Strategy Of France Cultural Scenic Spot Under The New Consumption Background

With the development of new industries such as the Internet +,in the context of new consumption,compared with the traditional cultural tourism industry,it is difficult to attract consumers with only visual tourism visits,and consumers are more eager to perceive tourism products from multiple channels and understand the entity and culture of tourism destinations in an all-round and in-depth way.Famen Cultural Scenic Spot in Shaanxi Province is a traditional historical and cultural scenic spot,which has become a local tourist attraction because of its long and precious historical characteristics.However,at present,the marketing strategy of Famen cultural scenic spot needs to be further improved,and the added value of its own unique historical and cultural resources can be tapped.Therefore,based on the Famen cultural scenic spot,this paper analyzes the marketing status quo of the Famen cultural scenic spot by mining its unique historical and cultural attributes,based on marketing environment analysis and 7P marketing theory,combines the unique Buddhist culture of the Famen cultural scenic spot with marketing strategies,and proposes a new marketing strategy for the scenic spot that ADAPTS to the consumption background of the new era.Firstly,the general situation and marketing environment of Famen cultural scenic spot are analyzed,and the current marketing situation of scenic spot is explored with 7P marketing mix theory.Secondly,through IPA analysis,it analyzes the key areas in the tourism attraction of Famen cultural scenic spots,and points out the existing problems and reasons in the marketing strategy of Famen cultural scenic spots combined with the 7P theory.Finally,through the above analysis of the marketing environment,current situation and problems of Famens cultural scenic spot,the optimization countermeasures of the marketing strategy of Famens Cultural scenic spot are proposed from seven aspects: product,price,channel,promotion,personnel,service and tangible display,and safeguard measures are proposed from four aspects: culture,talent,capital and channel,so as to establish a strong connection between consumers and cultural scenic spot.Through the comprehensive use of the above marketing strategies,this paper can promote the continuous progress of the cultural tourism brand of Famen Cultural scenic spot,achieve the purpose of winning the market,effectively improving the visibility and comprehensive competitiveness of Famen cultural scenic spot,so that the Famen cultural tourism scenic spot can be more long-term and stable based on the domestic and international cultural tourism market.