Qingdao Rural Tourism Marketing Research

Based on the questionnaire survey and field investigation,guided by the theory of brand marketing and experiential marketing,this paper studies the characteristics of rural tourism in Qingdao,such as the distribution of resources,the time of travel,the main body of business,the main body of participation,the content of tourism activities and so on.Systemly,summed up picking,agritainment,fishing village,skiing,hot spring feast of forest park,outdoor sports,lake wetland,sea water and other different types of rural tourism projects,and the tourism characteristics of rural tourism consumers in Qingdao are analyzed in detail.In view of the problems of the rural tourism in Qingdao,such as the low brand awareness,poor experience,the service system is not perfect,the marketing method is backward,the marketing investment is not enough,the traffic situation is poor,propose that the rural tourism in Qingdao should define and refine marketing theme,clear market positioning,strengthen marketing and technical training,recruitment of professional marketing personnel,realize the importance of tourism products customer service after selling,strengthen infrastructure construction,strengthen the rural tourism resources protection,create a good brand image and other aspects of the proposal.Based on the analysis of marketing environment and current situation of rural tourism in Qingdao,taking the Haiqing tea expo of Huangdao Development Zone as an example to validate.Study on the situation and characteristics of Haiqing tea garden,research on the market segmentation,target market positioning,customer choice.The main market segments include: Weekend urban working class,urban student groups,thefamily as a unit of tourism groups,individual industrial and commercial households,urban individuals,inbound tourists and other groups.According to the various categories of functional areas of Haiqing tea garden,the target customer groups are divided into sightseeing,experience tea culture,tea performances,leisure,entertainment,wedding photography,shopping and other target customer groups.Qingdao Haiqing tea garden market positioning: take tea and tea culture as the elements,is one of the comprehensive expo park which contains tea experience activities,leisure,dining entertainment,experience tea performances,tea trading,wedding photography and other content.Finally,according to the brand marketing,experiential marketing,network marketing,product marketing strategy,design the marketing scheme for Qingdao Haiqing Tea Expo.