Yangtze River International Tourism Marketing Strategy Research

Regarded as the world sixth biggest metropolitan zone, Yangtze River delta is now under the fast economical growth; providing a good chance for its tourism development. The increasing figures of international tourists and income have put the international tourism market into a very important position within this industry. Therefore, proper marketing strategies are crucial to this market. But at the same time, the following problems are present: how to market the international part? How to position Yangtze delta in this market? In order to make most of the market, which strategy we should rely on? Those are all crucial for the development of the international tourism market of Yangtze River delta. After analyzing the current situation of the international market and its marketing method, this thesis answered all the listed problems by combining various research ways.Starting with the general statement of the related conceptions in the preface, the thesis put forward literature review from the four following perspectives positioning international tourism market, tourist's behavior purpose, the research mode of international tourism market and Yangtze delta's marketing method. Then the reason that this topic has been chosen was briefly stated. At last, the research scope, objectives and significance were discussed.This thesis can be divided into three chapters. Chapter one introduced the background of the international tourism market of Yangtze delta, analyzing the current marketing situation in this area, and then summarized the problems now existing in this market. Chapter two was the positioning of the international tourism market in Yangtze delta. Based on the character of this market in Yangtze rive, this chapter tried to identify the segment of this market by separating it into three parts according to its different shares. Chapter three was the core part, organizing the marketing strategy for this selected market. Based on the development and marketing status in this area, this chapter suggests Yangtze delta should establish the brand of "Yangtze delta, the world sixth biggest metropolitan zone" and build up a brand system, including tourism cities, "Wuyue" culture, water culture and creative culture, discussed the marketing strategies from 4 aspects: Product, Price, Place, and Promotion. At last, it gave some advices about how to put the strategies into practice.