Marketing Strategy Research Of Taierzhuang City Tourism Product

Zaozhuang has transformed from a city with exhausted natural resources to a tourist city with culture which caused a huge sensation all over the country.As one of the transformation of the cultural tourism industry, Ancient town of Taierzhuang is one of the core tourism products.It was rebuilded at2008,opened for trial service on May1,2010, awarded"the most beautiful water town"、"the first cultural heritage park"、" AAAAA state-level scenic spots" throughout the country consecutively.Ancient town of Taierzhuang has been selected for the top ten of China’s most potential ancient town, receiving5million visitors in total in (until)2012. As a new built tourism product of ancient town,it was still in lower level in many ways.It’s a worthy question which behind the marketing strategy to explore that famous reputation rising by leaps and bounds at home and abroad in such a short time. Some scholars have done some research on the ancient town of Taierzhuang, but there is still lack systematic and methodic research on the marketing tactics.Based on the situation,this paper tries to have a SWOT analysis on the marketing activities of the ancient town of Taierzhuang which used marketing theory and tourism marketing concept, etc. In order to advance an appropriate marketing strategies and modes theory to ancient town of Taierzhuang.This paper first introduced the marketing theory of4PS、4CS、4RS、4V, summarizing the relevant theories of tourism product marketing at home and abroad to establish the theoretical framework of the whole paper.Next, through a SWOT analysis on the marketing activities of the ancient town of Taierzhuang to find the marketing problems and causes.Proposing a choice of marketing mode of the ancient town which based on marketing theory of4PS and4V(such as the strategy of Product、Price、Channel、Promotion、Personnel, etc), as well as the application to tourism marketing concept which including set up the view of Experiential Marketing、Green Marketing、Cultural Marketing.The sixth part of this article summarizd the research results and Shortcomings.This paper made a systematic analysis on the marketing activities of the ancient town of Taierzhuang with outstanding application characteristics by using the related theory and method of modern marketing as well as tourism marketing concept.