Research On Marketing Strategy Of Cultural Tourism In Taierzhuang Ancient City

Nowadays,with the rise of domestic cultural tourism,many regions have created cultural tourism projects.With its profound cultural heritage,zaozhuang city has actively built the ancient city of taierhchuang,which has become more and more successful through market operation and good marketing strategy.But there are some drawbacks to its marketing strategy.Based on cultural tourism marketing,on the basis of relevant theoretical study,using PEST analysis,porter five analysis,SWOT analysis,etc.,the ancient city of the taierhchuang scenic spots competition external macro environment,micro environment analysis,made clear its existing strengths,weaknesses,threats and opportunities,and by using the theory of 7 p analysis gives a detailed analysis of its marketing strategy,has been clear about the taierhchuang the ancient city of the deficiency of the scenic area marketing strategy,namely: the cultural connotation is not abundant,remains to be further excavation;Cultural products are not sufficiently systematic and many products are still in the introduction stage;Lack of experiential programs,the participation of tourists is not high;Insufficient development and utilization of tourist souvenirs;The service has been less explored and the management level has been further improved.The ticket price is relatively high,and the pricing strategy needs to be further optimized.The marketing channel is relatively unitary to be rich,etc.On this basis,this paper puts forward the optimization of the taierhchuang city marketing strategy and specific measures of scenic spots,respectively is: rich the war culture elements,paying equal attention to culture and canal culture propaganda war,will promote the brand by the "the old site of taierhchang war,the ancient city of the canal" instead of "a water town in the north of the River,a historical town with a historical canal";To use the living culture theme,to increase the ancient canal rowing boat,canal floating bridge and real life experience type project;Combining cultural characteristics,research and development of corresponding tourist souvenirs;To highlight the advantages of resources,to make the product mix marketing,to make the city scenic spot and the surrounding cultural venues and the surrounding scenic area of the combination of publicity marketing;More scientific and reasonable pricing of ticket prices to improve the satisfaction of tourists;Actively take measures to expand diversified marketing channels;Strengthen operation management,improve service quality and management level,especially improve security emergency plan and drill,etc.Finally this article conclusion,cultural tourism scenic area in the process of marketing,must first clear its own cultural marketing positioning,on the basis of the deep cultural connotation of mining,rich cultural elements,create characteristic culture brand,enhance the management level and service quality,to take a variety of marketing channels,attract more tourists.