Research On The Optimal Marketing Strategy Of Binglanggu·Li And Miao Cultural Heritage Park

Binglanggu · Li and Miao Cultural Heritage Park has possessed a tropical rain forest scenery resources and Li and Miao ethnic cultural characteristics,it locates at Baoting Li and Miao autonomous county in Hainan province.With years of development,Binglanggu ·Li and Miao Cultural Heritage Park has achieved grade success and became one of the leading enterprises in Hainan tourist attractions.However,facing intensely brutal market competition,Binglanggu also meets severe problems in operation,management,institution and human recourse as other ethnic culture scenic spots.Therefore,it has great significance to design a series of effective operation management strategy in order to take rapid development opportunity of tourism economy and further gain tourism market share.Applying the methods of literature research,comparison research,qualitative and quantitative analysis;,the thesis made characteristic analysis of Binglanggu · Li and Miao Cultural Heritage Park.According to the last research achievement in China and foreign culture tourism and marketing strategy,the thesis has made systematic analysis from the basic situation,tourism resources,marketing strategy and industry environment of the scenic spot.The result showed the product system of marketing was not abundant enough and lack of professional marketing work.Combing with the development strategy and market positioning of tourist zone,the thesis specify proposed the optimized design idea of integration,promotion and innovation,then determined five principles including sustainable development and the planning lead etc.According to the 7Ps theory,the thesis suggested to the optimized practical marketing strategy including perfected the tourism products and tourism line combination,effective utilized a variety of promotional combination and paid attention to the professional construction etc.Meanwhile,it also provided supporting measure from all aspects of organization,culture,finance,technology and policy.Through the measures of the thesis,Binglanggu · Li and Miao Cultural Heritage Park will possess comprehensive system and a new model,which will enhance the core competitiveness and realize profitable and sustainable development.The research will also offer the same reference value to other similar tourism zone.