Marketing Strategy Research On Rural Tourism

The rural tourism in our country is still in its initial stage, the study of rural tourism marketing is also in the primitive phase, and there exist a lot of marketing problems in rural tourism. Therefore, it's of theoretical and practical significance to increase rural tourism's competitiveness and realize the sustainable development of rural tourism in a scientific way by analyzing the current situations of China's rural tourism and developing marketing strategies suitable to China's rural tourism.The paper examines China's rural tourism marketing with Fujian Yongding County as case study, and it is divided into nine chapters.Chapter One, the Introduction, includes the background of the author's choosing rural tourism marketing as research topic, the status quota and future trends of rural tourism marketing, the research methodology and the innovation of the paper.Chapter Two, the Overview of Rural Tourism, defines the concept of rural tourism through the summary of the international and domestic development of rural tourism and analyzes the development prospects of rural tourism and the development trends of rural tourism marketing.Chapter Three, the SWOT Analysis of Yongding County's Rural Tourism Development, attempts to point out the objective and orientation of Yongding rural tourism and tap the potential advantages of its tourism market through the analysis of internal advantages, disadvantages, external opportunities and threats of developing Yongding County's rural tourism development.Chapter Four, the Tourism Customer Market Analysis of Yongding County, points out strategic adjustment orientation of Yongding County's tourism market by scientifically analyzing the features of its rural tourism customer market.Chapter Five, Target Market Strategy of Yongding's Tourism. In in the fourth chapter of analysis foundation determined Yongding County the target market and formulates the home and the overseas essential target market strategy.Chapter Six, the Transformation and Re-developing of Tourism Products, focuses on the transformation and re-developing of Yongding's tourism products suitable to the needs of tourism market by analyzing the development trends of international and domestic rural tourism products and the changes of needs for tourism products on the target market side. Chapter Seven , the Development Strategy and Marketing Strategy of Yongding's Tourism Market, puts forward the plans and action proposals of Yongding's rural tourism in view of the status quota of Yongding's rural tourism. The main marketing strategy measures includes the integrated marketing strategy, the strategy of strengthening promotional activities, the strategy of building of distribution channels, the strategy of implementing Hakka culture brand.Chapter Eight, the Building of Factors Supportive System and Guarantee Measures for Yongding's Tourism, builds the factor system and guarantee measures for the development of Yongding County's rural tourism marketing so that its rural tourism marketing development can be guaranteed.Chapter Nine, the Conclusion, summarizes the contents of the entire paper and points out what should be strengthened in the research of rural tourism marketing.