| Tianhe Canyon Scenic Spot lies in Luanchuan county,Henan province,which is invested by Tianhe Real Estate Group, making a total amount of 500 million yuan to build the scenic spot into an integrated resort according to the national AAAAA level scenic spot building standard. Here tourists will find a host of fun events and activities : sightseeing, summer resort, health-keeping, visiting the Taoist temple,woods exploration, buying tourist real estate and so on. After the closed construction for 5 years, the Scenic spot has just opened its doors in May 31, 2016.Because of the condition that the scenic spot has just opened greeter, although it is rich in the high quality tourism resources which is lack of marketing programs, it can not effectively attract tourists, and tourism resources have not been fully utilized, so that there are obvious marketing problems.How does Tianhe Canyon Scenic Spot stand out among the so many scenic spots sharing the similar features and win good reputation as well as brand effect, and at the same time achieve good economic benefit? A set of perfect marketing system will undoubtedly play a key role. On the basis of investigation and the interview to the senior management personnel of the scenic in early prophase,this paper intends to state clearly the idea of marketing design, the implementation of the design as well as the possible problems in the implementation of the design, and finally work out a set of practical marketing strategies for Tianhe Canyon Scenic Spot based on accurate analysis of its advantages and disadvantages and precise market positioning. It will provide an operable idea for the future development of the scenic spot.The research background, significance, the relevant theories in conducting the research, and the research ideas and structure arrangement have been introduced in the first chapter of the paper.The second chapter analyses the marketing environment,including the external environment and internal environment of the scenic spot, and also lists the strengths and weaknesses, opportunities, threats based on the former analysis, finally constructing the SWOT matric of the marketing strategies for the scenic spot. It also states the customer needs, market development trend as well as the prospect analysis.In the third chapter, we use the STP model(segmentation, targeting and positioning) to carefully analyze the market, that is, to segment the Tianhe Canyon Scenic Spot market, and to target and position the potential market. In the forth chapter, the marketing plan for the scenic spot is introduced. it uses 6P model(product,price, place, promotion, public relationship and political power) to design the marketing strategies. In the fifth chapter, this paper expounds the implementation guarantee of the marketing plan, which includes the precondition to implement the marketing plan covering the objective conditions, personnel guarantee, institutional guarantee, the steps and concrete measures in implementing the marketing plan and the possible problems and countermeasures in the process of implementation. The last chapter is the conclusion.This paper, by designing the marketing of Tianhe Canyon Scenic spot, intends to give guide to the scenic spot for its future development, making their marketing more targeted and efficient. It combines theories and practice to summarize the means of using marketing in tourism attractions, hoping to provide a reference for the marketing of the tourist attractions in rural areas as well as in central China's mountainous areas. |
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