Research On The Marketing Strategies Of The Love Valley Scenic Area Of Songling Company

In recent years,the development and construction of the agricultural tourism projects in Mianyang is so rapidly that it influences and changes the way how people travel and spend their leisure time.The rapid development of agricultural tourism optimizes the industrial structure of agriculture,stimulates the development of rural economy and also plays a positive role in promoting the employment.The government also issues a series of policies to encourage and support the development of agricultural tourism projects.Songling company spent only a few years from a lab which simply studies lilies growing to a giant complex which covers all important industries.The love valley scenic area is mainly engaged in lily cultivation,sales,primary processing of agricultural and sideline products,sales,agricultural eco-tourism services and catering services.The benefit is remarkable.But with the positive policy support,all kinds of followers enter this business.Compared with competitors,the advantage of Songling company love valley scenic area is no longer prominent.To analyze the marketing strategies and to find a solution becomes the present pressing needs.In this paper,the integrated use of the methods of literature research,field interview,case study and deductive method helps me to complete the thesis.This thesis includes six parts.The first part is the introduction part which briefly introduces the backgrounds,significance meaning,ideas,methods,the domestic and foreign research results.The second part involves a series concepts of agricultural development,brand marketing,network marketing and other important concepts.The third part carries on the detailed analysis of marketing environment,mainly including political environment,economic environment,natural environment and the industry and competitive analysis.The forth part is to analyze marketing problems of this company.This part briefly introduces the present of the company.According to the 4Ps theory,it analyzes the problems in the company from four aspects,including tourist products,product prices,product promotion and marketing channel analyzes.The fifth part is based on the analysis of the forth part.It offers the useful theory and operational measures.The six part provides suggestions which includes actively strive for government policy support,efforts to establish industry standards,paying attention to details of infrastructure construction and to strengthen the construction of human resources to ensure the smooth implementation of marketing strategy.The innovation of this paper is based on the new marketing theory of brand marketing,experiential marketing and internet marketing,and analyzes the marketing strategy of Songling company love valley scenic area.All these comprehensive analysis,recommendations and measure are about to help the company which can develop better and faster.I also wish this thesis can provide reference for other agricultural tourism projects.