Research On STP Strategy Of Leisure Farm In Changsha

With the economy of leisure travel on the upgrade, the recreational agriculture takes an emerging sunrise industry, which has attracted numerous funds that bringing up the development of leisure farm in Changsha. Under the circumstances, there should be appeared some unavoidable problems. The text will analyze the existing issues from the aspects of market segmentation, target market and market orientation in the development and marketing. Then give the suitable marketing strategies to build brand of leisure farm. We can see details as following:1) Have researching the current development and situation to the starred farm and compact farm (the county farm), leisure farm generally being takes much count of the development but neglects the marketing. Therefore, the leisure farm marketing is opposite lag and its cyber marketing is also non-standard.2) Have researching the features to demography and behaviour of Changsha leisure travel’s customers. The features of demography is mainly about sex, education, profession, income and present living area; and the features of behaviour is partly about motivation of travel, the way of travel, the frequency of travel, the source of information and the satisfaction of customers. It takes the clustering methodology to summarizing the related features of leisure travel market.3) Have making a summary on Changsha leisure farm’s development and marketing, external opportunities and challenges in Hunan leisure travel market so that point out there are three competitive advantages in Changsha leisure farm:The Green Brand Heights advantages under the resource-efficient and environment-friendly society; Talents gathered advantages; The market advantages.4) Have doing market segmentation to Changsha leisure travel, the leisure enterprises should establish their own core competence. In target market, there is plenty of leisure enterprises, thus each one of them should know its position and take appropriate measures in marketing strategies. Then they can build their own independent brands.5) Have introducing and evaluating STP strategy of Haobo Farm—the Organic Sightseeing Experienced Leisure Farm. As a leader in this field, Haobo Farm should have a long-term development strategy and expand its occupancy rate in Changsha province. Moreover, it should actively pursue the market outside the province.