Research On Customer Retention And Attraction Strategy Of Scenic Area A Under Internet+ Environment

In 2015, over 4 billion tourists finished their domestic travelling trips in China, which means the average travelling times of Chinese people reached 3 times. With the revenue of domestic tourism in China mounting 3.42 trillion yuan, China has become the largest domestic tourism market in the World. What is more, international travelling also was booming, the number of tourists travelling abroad and customer spending have ranked first worldwide. According to the rule of international tourism development:When GDP per capita reached $5000, a country will have a mature holiday tourism economy and the demand of leisure and consumption capability will increase. In 2015 China's GDP has reached 67 trillion Yuan, about $8016 per capita. We are delighted to see that China has been into the era of mass tourism, which has transferred from the general industry to strategic pillar industry.Under the development of Internet+, "popularization of tourism, individual travelling, personalized services, marketing network" has become a new trend. In this thesis, due to 'propose questions-analysis problem-the logical structure', to solve the problem with A macro environment analysis of the scenic area, and then to A scenic area advantages and disadvantages, opportunities and threats analysis, that put forward the target market segmentation and marketing strategy. Finally provides and maintenance strategy of the implementation of the safeguard measures for Scenic Area A.This thesis is divided into six chapters. The first chapter is the introduction. It is about background and purpose of Scenic Area A to maintain and attract tourists. The second chapter is related to theory and analysis tools, which instruct how to use the theory of marketing environment analysis, strategic theory, etc. The third chapter isthe analysis of current situation and problems of Scenic Area A. Through the analysis of the basic circumstances and marketing A scenic spot to figure out the existing problems. Chapter 4 is about Scenic Area A marketing internal and external environment analysis. Using PEST analysis model reveals macro environment of the Scenic Area A. Also, utilize SWOT analysis to concluded that the competition, the scenic area the advantages and disadvantages of internal and external opportunities and threats. The fifth chapter is tourist attraction and maintain strategy for Scenic Area A. Application the STP strategy and target market segmentation, positioning, scenic area marketing strategy and tourists to maintain and attract strategy. Chapter 6 as A scenic tourist attraction and the maintenance strategy of the implementation of the safeguard measures. Last "7P"s theory to analyze A scenic spot product, price, channel, promotion, tangible demonstration, process and personnel promotion strategy. Chapter 7 is conclusion.I have worked in Scenic Area A for many years, and gained lots of working experience. In this paper, I have utilize my working expertise gathered the data from Scenic Area A. Meanwhile, the other data come from literatures. They will support my paper for the comprehensive, in-depth and detailed analysis. Finally, it will put forward the strategy of the scenic area tourist maintenance, attraction, and safeguard measures.