Marketing Strategy Research On Leisure Agriculture In Haikou

With the rapid development of social economy and fast pace of modern life, more and more people are craving to get away from the city and return to the nature life for relaxation. Leisure agriculture emerged under such a situation where people who have long lived in the city are now switching their focus to spending holidays on rural activities. Pleasant climate, beautiful rural scenery, rare geological resources and unique traditional folk culture have undoubtedly made Hainan an advantageous place for leisure agriculture development. Hainan International Tourism Island building project, which has helped to accelerate the development of leisure agriculture. Represented by Haikou city, Hainan leisure agriculture has made quite some achievements, however, compared with Taiwan and other big cities in mainland, it still needs to catch up. Hence, the marketing for Haikou leisure agriculture is to be analyzed and studied.This paper objects to perform analysis on current situation in Haikou, and bring up the existing shortcomings and explain why marketing is important towards leisure agriculture development, furthermore, to bring forward marketing strategy optimization and recommendations on the basis of researches with regards to domestic&global leisure agriculture development and related theories through various methods such as analyzing documentary and investigation, case study and empiristic analysis, as well as inductive summary and analogy analysis.In this paper, the author analyzes the current development status for Haikou leisure agriculture, based on the result of questionnaire survey on tourist market, and concludes that industry combination, competition, tourist market, products, promotion and etc are the main problems which Haikou leisure agriculture development is now facing. The author holds the view that equal attention should be attached to tourists inside and outside the Hainan province and that tourist market should be segmented in order to meet different client’s requirements. In respect of market positioning, the author proposes to have Haikou leisure agriculture positioned as "tropical leisure agriculture park to experience rejuvenating treatment and heart nourishing", to develop competitive leisure agriculture products, to build tropical leisure agriculture platform for tourist to improve the agriculture product competiveness, and meanwhile to promote via co-marketing and digital marketing channels. In terms of pricing, it is suggested to consider how the tourists would feel about the price and actively adopt diversified means of sales promotion, and pay attention to track the tourist’s satisfaction after the travel. The author believes that Haikou leisure agriculture development can be leveled up through marketing and tourist’s satisfaction improvement.All in all, Haikou leisure agriculture development has the advantages of timing and position. The leisure agriculture enterprises and owners are suggested to put more efforts on marketing and take some effective marketing tools to open the markets, expand the client source, which can help Haikou to have a healthy, sustainable and fast development.