Study On Marketing Strategy Of Jiexi Ecological Tourism Demo Zone By Jingming Group

With China’s sustained economic development and constant national income increase, Chinese nationals’ tourism consumption rate increases. As a major Chinese economic development engine, domestic tourism industry has entered a transition period operation pattern featured by diversified products. Among them, as a new hot spot of tourism industry in China, ecological tourism has enjoyed rapid development with great potential. Meanwhile, the tourism industry is facing increasingly fierce competition; tourism promotion has become an important means of industrial development. Some tourism marketing related promotion theories shall take an active role in guiding this industrial development.Jiexi Ecological Tourism Demo Zone project has been the biggest tourism investment in Jieyang city, Guangdong Province by Jingming Group. This project comprises the Jingming hot spring resort, Dabeishan National Forest Park and Huangmanqi Waterfalls. It is rich in natural tourism resources, beautiful sceneries and unique Eastern Canton ecological environment. It has functional features as the following:agricultural ecology, tourism, leisure, adventures, scientific education and revolutionary tradition education. However, the project has been in losses due to significant problems in the past several years.This article will adopt method of SWOT analysis, combining marketing theories and practice and on Jiexi Ecological Tourism Demo Zone as a means to analyze its marketing status and its environment in aspects of strength, weakness, opportunities and threats; it will adopt STP theory of market segmentation, market targeting and market positioning; it will adopt4Ps theory of product, price, place and promotion on marketing strategies; lastly it will put forward implementation marketing strategies on Jiexi Ecological Tourism Demo Zone. Major conclusions have been drawn as the following:with rapid and sustained economic development in the pan Jieyang city area, Jiexi Ecological Tourism Demo Zone has great potential. Major problems lies upon Jiexi Ecological Tourism Demo Zone:characteristics of tourism products are not prominent and development depth yet to be accomplished; brand promotion and marketing means are not sufficient; inconvenient transportation and lack of professional marketing teams. Jiexi Ecological Tourism Demo Zone shall upgrade existing products, rationalize tourism products, take Eastern Canton as the centre and radiate the whole Pearl River Delta as well as southern Fujian Province; deepen development of tourism products and resource to gradually expand development space; adopt scientific and reasonable pricing strategy. Meanwhile, Jiexi Ecological Tourism Demo Zone shall strengthern cooperation with travel agents and tourism websites as a means to fully and efficiently utilize marketing channels.