Research On The Marketing Strategy Of Dadianzi Mutton Soup Culture And Tourism Festival In Tiefing City Of Uaoning Province

“Dadianzi mutton soup Culture Tourism Festival of Tieling Country” is aWell-known characteristic brand in Tieling and even Liaoning Province, from2006, ithad been held once every year, through creating a whole mutton soup as theleading travel service products, in order to adapt to the market competition. In recentyears, Tieling Dadianzi town has developed the mutton soup industry vigorously, andmine the culture of mutton soup, thus, it has attracted large numbers of touristssuccessfully, in the same time, the food and beverage industry which muttonsoup plays the leading role has been developed rapidly, however, the associatedindustry kept slow development. In addition, continuing to meet the needs oftourists and stimulating wider range of consumer of the visitors is the newchallenge of Dadianzi Town. In order to maintain the good momentum whilecontinue to develop and expand, new development strategy must be formulated.Therefore, it is necessary to analysis the marketing status and the problems of“Dadianzi mutton soup Culture Tourism Festival”, further more, analysis the reasonsof the problems, then propose marketing countermeasures solutions to the muttonsoup brand of Dadianzi Town.This thesis uses the basic theory of marketing management, focus on themarketing strategy of “Dadianzi mutton soup Culture Tourism Festival” of TielingCountry. First, put objective analysis on the development of “Dadianzi mutton soup Culture and Tourism Festival”, and proposed the reality problems of“Dadianzi mutton soup Culture Tourism Festival” currently; Secondly， this thesisanalyzed the market environment and competitors respectively, re-defined the marketposition and establish target customer base again, to explore the reasons of thequestions in this thesis. At last, by studying the brand marketing strategy of“Dadianzi mutton soup Culture Tourism Festival”, and learn the experiencefrom domestic and foreign advanced regions, this thesis proposed fourmarketing development strategies, they are: creating the standardized characteristicsof the brand of Dadianzi mutton soup；Developing related products integration andgroup-form; Brand led the development of large-scale; to build a platform forparticipation of the government and operators. This thesis proposed use thebasic theory of marketing management and the SWOT comparative analysisintegrally, research and analyze practical problems of Dadianzi mutton soup CultureTourism Festival, such as uneven development of marketing elements, poorlydeveloped marketing-related products, which caused of the changing market. Byanalyzing target market and competitors, explore the causes of the problems furthermore.From the analysis and discussion above, this thesis proposed some countermeasures on the marketing of Dadianzi mutton soup Culture Tourism Festival: inorder to achieve the new marketing development strategy target of Dadianzi muttonsoup Culture Tourism Festival, first of all, government’s role needs to be redefined;secondly, pulling in and training relevant professional talent constantly, and formtheir own team of professionals. Meanwhile, make more operators actively involved,give full play to their initiative; third, overall development and integrated marketingshould be match constantly. Make efforts to achievecreating the standardized characteristics of the brand of Dadianzi mutton soup；Developing related products integration and group-form. By the drive of brand, achieve large-scale development, and compete with new opponents under the newenvironment or new market. In summary, for achieving the goal of being acomplete rural eco-tourism which fully meeting the needs of different customers, anddeveloping tourism economy in Dadianzi town in future, this thesis have sometheoretical guidance and practical significance to a certain extent.