Research On The Tourism Marketing In Henan Province

Henan province locates in the Central plains of china, is the Place of origin of the Chinese nation, long river of boundless history not only had built the museum of an extensive history real object in Henan ground, but also made the nature landscape beautiful and splendid. As a big province with all kinds of tourism resources, the potential of Henan's tourism industry is vital and should have the prominent position in the development of the society and the national economy. But the accomplishment what Henan province had obtained on tourism is not very ideal. When a few provinces and cities quickly realizes the economic fly by tourism industry, Henan, however, still go back and forth in the whole nation midstream or downstream level, mighty advantage of tourism resources has not been converted into homologous of economic advantage. One of its basic reasons is the tourism marketing of Henan province still lack the effective marketing plan, which hinders the popularity of its tourism region image and tour product. Aimed at this situation, the article puts forward new consideration and a series of strategies in Henan tourism marketing by thorough analysis of tourism resources and tourism market of Henan, trying to do some beneficial probe from the aspect of marketing in this field.The full thesis is composed of the following six parts:Part one, as the introduction, sums up the producing and development of tourism marketing, and then overviews the domestic and international study situation, points out the present conditions, the shortcomings and trends of tourism marketing in China, some demonstration research done by some scholars, finally indicates the important meaning, basic theory and technical route of study on Henan tourism marketing.Part two, introduces the basic theory of tourism marketing, and states the definition and characteristics of tourism marketing, the development of tourism marketing theories.Part three, explicates new content of tourism marketing on knowledge-based economy ages, including new requirement, the marketing strategy and technical route in the knowledge-based economy ages.Part four, analyses Henan inward and domestic tourism market deeply, sums up the characters of inward and domestic tourists, and divides target guest market into three-rated market.Part five, poses a tourism marketing plan for Henan, including market positioning, image design, product decisions, marketing principles and promotion tactics.Part six, is the conclusion of the article.Taking the actual problems in Henan tourism marketing as the point of departure, and the analysis of tourism resources and market environment as a foundation, the author raised a systematic marketing project for Henan tourism. In order to establish a distinctive, unique and attractive tourism image, the market orientation of Henan can be defines as "ancient rhyme Henan, romantic feeling Henan, landscape Henan, literature and art Henan", and brings up different marketing slogan facing market inside and outside the province ,and the tour image can be described as "5000 years Chinese civilization, new century Central plains' landscape". According to "4c" marketing strategies and the weak points in Henan tourism marketing, the author also proposed four knockout tour products and eight promotion methods. At the same time, several principles should be kept up to guarantee the healthy development of Henan tourism in a long term. The study in this thesis is expected to help improve the market competence and provide some useful inspiration and reference to further marketing activities of Henan tourism.