The Analysis Of The Marketing Strategy About Luocheng Old Town In The Sichuan Province

Luocheng Old Town, regarded as "Chinese Noah's Ark" by the UNESCO, is a historical and cultural old town with a boat-like street as its main part. The Old Town is featured by its characteristic layout, rich folk custom and a long history. However, shrouded by the blackout effect of Mt. E'mei-Leshan Buddha, two starring tourist sites, the rich tourist resources of Luocheng Old Town have not yet given rise to economic benefits. As one part of the world-known tourist route from Mt.E'mei via Leshan Buddha, Mini West Lake of Wutong Bridge to Qianwei Confucian Shrine, the importance of Luocheng Old Town has not been well recognized, which may deprive of its relative potency.The thesis, based on the theories of marketing, tourist marketing and old town tourist marketing, adopts some methods such as case study, questionnaire, field research and literature search, surveys Luocheng Old Town's tourist resources and its present tourist development, adopts quantitative analysis method of passenger source features as well as qualitative analysis method such as SWOT to figure out main factors which contribute to tourist development of Luocheng Old Town. Then, with Luocheng tourist market's segment, targeting and positioning all considered, borrowing ideas from Artistic Conception of tourist marketing, which means to build better image of Luocheng Old Town by creating favorable artistic conception, the thesis works out marketing concept and positioning. In addition, by carding and integrating Luocheng Old Town's natural and humanistic tourist resources, the thesis summarizes that Luocheng's tourist resources system is featured by "particular layout of boat-shaped street, rich colors of Southern Sichuan customs, combination of old town, mountains and streams, coexistence of Buddhism, Taoism and Islam", and points out that the image of "boat-shaped Luocheng Old Town as a wonder of the world" should be established. Besides, with the Marketing Theory of 4Ps-Product, Price, Place, Promotion, the thesis generates marketing strategies suitable for the development of Luocheng Old Town's tourist market, aiming at making Luocheng Old Town the appealing tourist site in China. The end of the thesis makes an analysis on some problems about the tourism marketing of the Old Town which demand extraordinary attention.