Marketing Analysis Of "Chinese Red Sea" Tourist Resort

Nowadays, the whole world advocates green economy which has advantages of less investment, good benefits and earning much. It has been more and more important to more countries, international organizations and enterprises and it gradually developed into a pillar industry of the national economy. With the establishment and improvement of Chinese market economy, the country pays much attention to the third industry especially the tourism industry. And these promote the improvement of the tourism industry. In the same time, it becomes the fastest growing one. Sichuan is a province with huge population and abundant resources. The development and utilization to the tourism resources will be the important tools to develop the regional economies.“China Red Sea " located in Pengxi, Suining, Sichuan, has been named the national AAAA level scenic spots. It is started to build the second and third projects, to build provincial, national tourist resort. Even though the entire trend is great, it also has some problems: weak consciousness of brand marketing, less cultural connotation, weak foundation and service facilities, Resource endowment not being fully transformation, serious lack of management talent, service levels being low. And it also facing the challenge of the lack of a clear theme image, the core brand items being missing, more serious environmental damage and pollution and increasingly fierce of the tourist market. This paper plans to put forward suggestions through the marketing analysis to the “China Red Sea".Compared with the previous research, this paper does innovative attempt in object of study, view and thinking. In the object of study, this paper aims to do investigation thorough the informal discussion or random chatting to the management personnel of the tourism resort, service personal and the travelers. In the view, this paper emphasize the study of the tourism marketing strategy in remote western poverty county to explore the way of changing to new pattern continual country from traditional poor country with depletion of resources. In the thinking, this paper tries to find out the advantage and disadvantage of the development of the area and the opportunities and challenges through the analysis of the internal and external environment of the area. And then this paper tries to put out the suggestions of the development of the area.This paper contains five chapters. The first one states the background, meaning, the research status at home and abroad and the innovation points. The second one explains the concept and category of the area, analysis the PEST theory and SWOT theory in the same time. The third one analyzes the environment of the area through the deep anatomy to the political environment, market economy environment, social and cultural environment, and technological environment while doing the detailed analysis to the advantages of its own development, weaknesses, opportunities and challenges. The fourth one analyzes the marketing strategy and does the marketing plans of product development, pricing, promotion, marketing channels. The fifth one puts forward the suggestions that we should follow up support system, optimize development strategies, innovative marketing tools, strengthen the festival planning, extensive product category and improve service quality in order to optimize the efficiency of resource allocation and improve the scenic quality of development.