Network Marketing Strategy Research Of Chinese Youth Winter Camping Products In Hainan

As the chinese GDP data continued to rise, the country’s economy has grown to becomg the second largest in the world.People’s continuous growth of the material standard of living brought about an increasingly strong demand for tourism and leisure activities.Especially with the growing number of middle class, and living standard of people is getting better, and more emphasis on young people, our young holiday travel has entered to a new peak.Camp as a relaxing play can exercise in the study of play, the so-called "Travel+school" products has aroused people’s great concem,so it has great market potential.However, winter/summer camp operators in our country are not able to accurately grasp the youth groups of real demand winter tourism products at present, also did not to develop targeted marketing strategies specifically for the consumer group, leading to the current situation which is the big cake has been no shared.Therefore, to break the current lack of market presence of the product, marketing research is a weakness which has very important significance.Based on the analysis of current situation of chinese youth winter camp in Hainan and the analysis of its vitality,this paper takes the network marketing theory as the basis,mainly using the SWOT analysis method to analyse the internal and external environment.Through the market segmentation and analysis of target population characteristics, selecting the target market of chinese youth camp products in Hainan.In the end,working out the network marketing strategy which is suitable for Hainan winter camping products, combining4P and4C theory marking strategy.The thesis mainly consists of seven parts:Chapter1is the introduction. This part analyzes the development of the domestic winter camping products and puts forward the background, purposes of research and meaning of Chinese youth Hainan winter products. This part elaborates research method and main content in detailed and summarizes the possible innovation.Chapter2is the literature review on the network marketing. It mainly introduces network marketing, STP theory,4P theory,4C theory, network software, network marketing theory of integrated marketing theory, which makes the necessary preparations for the further analysis.Chapter3is the in-depth analysis on the current situation and vitality of china youth Hainan winter camping. The product vitality analysis is mainly on the scale economy and exact investment budget, which makes the foundation for the follow-on research.Chapter4is the analysis of network marketing environment of Hainan winter camping product. I mainly use the SWOT analysis method to analyses the internal and external environment.Chapter5is the positional analysis of Hainan winter camping products. I mainly use the STP model for market segmentation,target market selection and market positioning.Chapter6is the network marketing strategy.I work out the network marketing strategy which is suitable for Hainan winter camping products, combining4P and4C theory marking strategy.Chapter7is the conclusion and suggestions on this paper and some discussion on policy supports from the local government, education and tourism department.