Research On The Marketing Channels Of The Scenic Spot Based On The View Of Benefit Sharing

With the quick development of the tourism and the product of tourism getting homogenization,the competition that the scenic spot faces gets keener. Meanwhile,the scenic spots also face the competition from the abroad tourism company as the China tourism market opening to abroad. The competition doesn't come up during the scenic spots, but the value chains that are made by the scenic spot and its marketing channels. The marketing channel will take an important part to make the scenic spots getting bigger and stronger and to compete with others in future. So it is important for the scenic spots to establish a stable and effective marketing channel to compete with others. This article discusses the establishing,management and end of the marketing channel from the view of benefit-shared,and also discusses the cooperate base on the benefit-shared mechanism between the scenic spot and its marketing channels.Firstly , this article analyses the background and significance of establishing the benefit-shared marketing channel from the standardization,efficiency and benefit of the marketing channel,and the win-win of the marketing channel members. Secondly,it summarizes the theory about marketing channel,the theory of benefit sharing,and the theory of the scenic spot marketing channel. Thirdly,it analyses the present situation and the characteristic of the scenic spot marketing channel,and also studies the practicability and the necessity to establish the benefit-shared marketing channel. Based on the analysis above,the thesis researches the achievement of the scenic spot's benefit-shared marketing channels,analyses the mechanism and model of benefit-shared and discusses the building,the enforcement platform and the support system of the benefit-shared marketing channel. Then studying the problems may be turn up when the scenic spot uses the benefit-shared marketing channel. In the end, this thesis discusses the management of the scenic spot's benefit-shared marketing channel, which includes the building-up of marketing channel,the check and the stimulation of the marketing channel members,and the suspend of the marketing channel.