The Research On Marketing Strategy Of JinCheng City WangMangLing Tourist Attraction

WangMangLing Tourist Attraction located in Lingchuan County of the southeast of Shanxi Province,scenic area has abundant geological relic resources,humanities resources,plant resources,Xin ya gou hang wall road is more famous.But because of intense competition between the scenic area in recent years,the scenic area's revenue growth slowing,met bottleneck operation and development.In order to solve this problem,scenic area marketing strategy optimization suggestions were put forward to improving its marketing strategy,making its business development to a new stage.First of all,this paper introduces the theory of 4P Marketing strategy and new marketing management theory,expounds the marketing strategy research status in China and abroad.Secondly,Using the SWOT theory and STP theory analyse the scenic area's market.To making the study real and effective,the study use a large number of first-hand information about the scenic spot,through the field visit,communicating with the managers,native,viewers and so on.Thirdly,Introducing current situation and scenic area marketing strategy from the aspects of price,product,channel,promotionanalyses the problems existing in the marketing strategy,in order to further optimize the marketing strategy lay the foundation.Finally,based on the above analysis and research,puts forward the scenic area in the product,price,channel,promotion,marketing strategy of optimization suggestions,for example :branding force,flexible price discount,developing good group customer relations.This study focuses on the integrated use of marketing strategy combination theory and marketing theory,put forward scientific and feasible marketing strategy optimization Suggestions for scenic area;The difficulty lies in ensuring the comprehensiveness and scientific nature of the SWOT analysis and the tourist market analysis;Innovation point lies in the introduction of green marketing,relationship marketing,aggregate marketing theory to improve the traditional 4P Marketing strategy,help solve environmental problems in the process of development of scenic spots.