Guilin Tourism Marketing Management Problems And Countermeasures

The idea and method of marketing management has derived from an economic organization with profit-making objectives-an enterprise, which emphasizes on the dynamic adaptation between its marketing strategies and marketing environment. Its goal is to achieve the expected profit by providing products or services to meet the consumers demand. The government authorities of tourism administration, a nonprofit making organization, may not to maximize its profit when putting some specific investment and management into effect during managing the regional tourism, but its long-term management goal is to maximize the economic and social effectiveness in the local tourism. Thus, the idea and method of marketing management in a business will make the same practical sense for the authorities of tourism administration. This article is to do some favorable discussion and research on introducing the idea of marketing management into the tourism in Guile. First, it analyzed the current situation and existing problems in Guile's tourism and elaborated the necessity and feasibility of adopting marketing management, then it expounded the tourism market in Guile and finally, made a general research about its marketing strategies by applying the theory of 4Ps, among which product policies and image promotion policies were focused on.