| With the rapid development of China' s economy,the hot spring tourism industry has entered the fast track and become a sunrise industry in the tourism industry.Today,people travel mainly to leisure,vacation,entertainment,health,most hot springs near the suburb,rural country,the natural ecological environment around,there are mountains and.water,fresh air,and usually in the city life rhythm fast,work pressure,therefore,has become the hot spring tourism a good place for people to relax to ease the pressure,the more cold weather,hot spring tourism is to attract tourists.Heyuan has a "hot spring city" reputation,geothermal resources are very rich,at present has been proven underground hot springs in 32,of which the development and utilization of 11,the development of spa as the core extension of the development of the tourism industry of Heyuan's tourism industry to take a decisive role.The development history of China Hakka Park(HeYuan)Crystal Hot Spring International Holiday Resort can be traced back to from the beginning of May 2005 officially opened the first phase of the project construction of the original"Heyuan Hot Spring Resort City Longyuan",was in hot springs,conference,entertainment,food and lodging as compared to the traditional business model,after several years of development,hot spring industry with the hotel industry market competition is more intense,and in recent years a variety of new policy constraints of the environment impact,plus the original investment management is not in place,the management bottleneck,keep the traditional marketing way is too single,the sales growth rate is affected by fluctuations,the company gradually fell into the trough.As a key support for the Heyuan municipal government of the tourism industry,the municipal government attaches great importance to its future development,in June 2013 the mayor Peng Jianwen led the investigation China Hakka Park cultural tourism industry park in Meizhou City,through the investigation and demonstration of the efforts of more than 2 years,the introduction of China Hakka Park brand,October 2015 China Hakka Park officially entered the new investment hot springs the party took over the original hot spring resort city Longyuan,will further expand the tourism project integrated resort covering plate,hot springs,dinosaur park,crystal wedding base,Hakka Town,ecological agriculture,leisure health and other six major tourism theme.This paper takes China Hakka Park(HeYuan)Crystal Hot Spring International Holiday Resort as the research object,in order to resort the actual development situation,collect relevant information and data,the status quo at home and abroad hot springs tourism research,Reference Overview of marketing theory,to analyze the current situation of marketing strategy for region from the marketing 4P theory,the existing marketing resort the problem and strategy,method and SWOT analysis method of the resort where the marketing environment and marketing situation wereanalyzed by PEST analysis,from product strategy,price strategy,channel strategy,promotion strategy,green marketing and other aspects of the resort' s marketing strategy put forward suggestions,finally from the optimization of the organizational structure strengthen corporate culture and team construction,improve the incentive and evaluation system in three aspects of measures to guarantee the implementation of marketing strategy optimization suggestions,In order to help resort to adapt to the changing competitive environment,the marketing management.of the resort area has an important guiding significance,at the same time,also has a certain significance in the study of marketing work for other hot spring resort. |
PDF Full Text Request