Study On Tourism Destination Marketing Of LuShunkou District

LuShunKou District became the key supported area of liaoNing"coastal econoleisure vacation destination of Northeast Asia". According to the objectives and current market demand, LuShunKou District needs to change the traditional tourism image and establish coastal leisure brand. A series of marketing activities should be taken, such as market segmentation, target market position and image repositioned and so on, to strive to meet market demand, and expand the market share.On the basis of reading a great number of foreign and domestic literature material in related fields, using the method of field survey method, document analysis, mathematical statistics, macroscopical and microcosmic analysis, combining the actual situation, This article do tourism destination marketing research about LuShunKou District. Full text includes six parts. Firstly it introduces the background, research topic selection purpose and meaning, the study frame and methods. The second part is the literature review and theoretical basis which related to the paper topic, to summarize the achievements and shortages about current research, and then the paper used on the theory of institute of.The third and fourth part is the basic work before taking marketing strategy. Through the analysis on natural and social environment, tourism resources and tourism service facilities of LuShunKou District, We can see the potential of tourism destination marketing is tremendous. After analysis of tourist market level, The paper positioned domestic market for the three provinces of northeast, beijing, tianjin and shandong province, International market for Japan, South Korea and Russia. The paper tried to position image in view of market. Three image anchor point should be the military fortress, HuangBoHai joint and ecological city. The end of fourth part designed different propaganda in the light of different target market, emphasized the beauty in nature for close-in market, highlighted outstanding historical culture to remote market.The fifth part is the key of the article. Through the analysis of by front part, it put forward marketing strategy. The existence of disadvantage about current marketing in LuShunKou District reflected that product development lagged, market was limited, revisite rate is low. The next step of marketing target is to change the traditional tourism image, win the close-in recreational tourism market, expand remote special tourism market scale, promote the tourists'consumption to trasform from low to high level. LuShunKou District in product strategy should focus on building Marine amorous feelings, set up the coastal leisure vacation brands to meet tourists'demand who want to"approach to nature"and"relax mind". According to different product Price strategy adopts the permeability or psychological pricing strategies; For channels, strengthening the network sale is necessary. Promotion mode emphasizes more on"quality"rather than"quantity".Finally, the article summarizes conclusions of the research.The paper puts forward the inadequacies of three aspects which are market segmenting, tourist destination image positioning, marketing implementation and control that remain to be improved. And it puts forward expectations for the follow-up study.