The Tourist Resources Marketing Strategy Research

As the important component of tertiary industry, the tourism has the features of less invests and fast return and little polution. Its developmengt may lead to the development of some connection industry and increases of the employment. And its management scope involves many departments of the national economy, so it is a comprehensive profession and honored as "the sunrise industry". It becomes a strong power to promote the economic development now. The Chinese tourism is being the vigorous prosperous and has already achieved glorious triumph in recent years. The Chinese tourism also is entering an unprecedented big development time.While tourism is rapidly expanding, the tourist market competition is intense day by day, the tourist scenic spot is facing stern challenges. Many questions remain unresolved, for instance:the tourist resources development level is low, the man-made landscape and the traveling commodity homogenization is so serious, the short-term benefit, the resources destroy is serious, cutting prices to compete, low level service and so on. The existence of these questions not only influence scenic zone own development, but also hinder the entire tourism development. How to enhance the tourism product quality and the competitive power, promote the tourism product effectively, satisfy the modern diversification the consumer demand, simultaneously reduce cost, realize win-win, and impel our country traveling industry development, is the key point to the sustained development of the current tourist scenic spot.Although the traditional 4P'S has big help to the Tourist business marketing, it already could not satisfy the enterprise to obtain the competitive advantage facing the modern intense market competition. From the 4P'S point, the modern society product homogenization degree is serious, the technical level is similar, the price has no big difference, the channel is almost identical and so on. The traditional marketing way gradually has losed its effect, these questions request the scenic spot operator must innovate. But regardless of kinds of innovation, the product innovation, the method innovation, the market innovation, these all need thought innovation, because thinking mode decises the behavior way.The author believed that each scenic spot competition's essence is the competition of resources and the use ability. Resources finiteness and the enterprise profit's natural disposition have decided the scenic spot various competition. This article is proposed under this background. The tourist resources marketing's concept is that the tourist resources marketing is to meet tourist's need, which carries on the marketing activity by using all kinds of resources as the core. It accurately locatlize position of the resources at the foundation of determination tourist resources superiority, then meets the goal customer's need by tourist resources' highly effective utilization and obtains the competitive advantage, increases the scenic spot's benefit, brings scenic spot's quickly development.This article mainly uses following research technique:The literature methodology; the standard research and the empirical analysis unification; the induction and the deductive union research technique and the system analysis method. It has set the preliminary construction of the tourist resources marketing system, which involves the implication, the characteristic, the significance, the classification, as well as the tourist resources marketing strategy, the implementation plan and so on. It has the synthesisly discussed "what is the tourist resources marketing", "why must carry on the tourist resources marketing", "how to implement the tourist resources marketing" three subjects.The resources are limited, but the use's methods are infinite. The scenic spot should realize the resources greatest value and creatively gain most resources. At the same time, they must realize the resources effective use and the fast incresement. Through the resources fission, they transform one kind resource to many other kinds resources and realize the multiplier effection. This can maintain the scenic spot long-term sustainable development.