A Study On Changning’s Tourism Market Positioning And Marketing Strategies

With continuous advance of building the well-off society in anall-round way and sustained rapid growth of china’s economy, thedevelopment of Chinese tourism industry is facing great challenge. In2009, government launched No.41document “Opinions of the State Councilon accelerating the development of Tourism”, and first put forward“Cultivating tourism as a strategic pillar industry of national economyand much more satisfying modern service industry”. Tourism will be fullyintegrated into the national strategy system, realizing a historicbreakthrough in the tourism industry positioning.In2011, per GDP of China has been over5000dollars. People’sconsuming structure showed that a growing demand for tourism products.As sunrising industry and environmental protection industry, localgovernments at all levels have been attached importance to tourismindustry. ChangNing,a county-level city in Hengyang, being unique intopography and geomorphology, enchanted in beautiful scenery, rich infolk-customs，has contained abundant traveling resources. Nevertheless,local government lacked importance and analysis to tourism marketing,ChangNing’s tourism industry is still bred in an inner chamber, withno one knowing her, and is not promising.The paper takes ChangNing’s tourism market positioning and marketingstrategies as research purpose. Based on the detailed analysis ofChangNing’s general situation, rich traveling resources, relevantcircumstances of tourism market and exploitation condition,the paperproposes ChangNing’s tourism market positioning and development goals,and has a specific and deeper discussion on marketing strategies by utilizing Marketing Mix theory.The paper is based on following theories: The theory of tourismresources development, tourism market analysis theory and tourismmarketing mix theory. Research methods of the paper are as follows: methodof investigation, literature research, quantitative analysis,qualitative analysis and systematic science method.The design of the paper is in accordance with the thinking: raisingproblems, analyzing problems and solving problems. First, the paperraises problem, that is how to carry on tourism marketing and scramblefor tourist source markets? Then, the paper discusses the characteristicof ChangNing’s tourism resources and distinctions comparing to thetourism resources of the surrounding area, ChangNing’s tourism marketpositioning and SWOT analysis of its tourism exploitationcondition.Finally, the paper focuses on analysing ChangNing’s tourismmarketing strategies and puts forward a series of creative and feasibleschemes from four aspects of product,price,placement and promotion underthe premise of the establishment of ChangNing’s tourism marketpositioning and development goals.Through the above analysis, the overall market positioning ofChangNing’s tourism is “Cultural and leisure tourism destination”,andits theme positioning is “the national cultural heritage, leisure resortin southern Hunan”, and image positioning is “the leisure, ChangNinggood”.