Research On The Tourism Marketing Strategies Of Nanchang Haihunhou Relics Of Han Dynasty

Cultural tourism industry,a sunrise industry,especially the tourism based on relics,has become an important pillar of the tourism industry.Cultural tourism has become a significant attraction to tourists,and cultural elements have turn to be the new “booster” for tourism development.Since 2011,major achievements have been made in the archaeological excavation of Nanchang Haihunhou relics of Han Dynasty.A series of important remains of Haihun principality of the Western Han Dynasty have been found,such as the city relics of the emperor's palace,the cemetery of successive Haihunhou,and the burial area for nobles and civilians,together they have made up a complete great relics unit.It is the largest,best preserved and richest relics of the principality in Han Dynasty found in China.It is an important national and world-class historical and cultural heritage,which has significant research and exhibition value.The discovery of Nanchang Haihunhou relics of Han Dynasty is an extremely rare cultural tourism resource for Jiangxi province and the whole country.Once haven been effectively exploited and utilized,a thematic cultural tourism industrial belt could be formed,which will generate great social and economic value.This article focuses on putting forward the tourism marketing strategy of Haihunhou relic park by analyzing the exposed questions and experiences during the development of domestic relics tourism marketing,and the SWOT analysis of Haihunhou relic park tourism marketing.The purpose is to explore how to make the archaeological researches into cultural tourism value.It also aims to help the relics achieve the maximum value to construct Nanchang metropolitan,and turns to be a world brand and the model of developing cultural tourism industry cluster in Jiangxi province.The SWOT analysis of this paper shows that there are still uncertainties,pressures and challenges in the external environment of Haihunhou relic park,but the rapid development of tourism and cultural tourism resources in Jiangxi Province,as well as the brand heat of Haihunhou relic park,can provide a great opportunity for the development of Haihunhou relic park.The internal advantages are embodied in the traffic advantages of Nanchang and the high starting point planning of the dusk margin,and the disadvantages are embodied in the infrastructure around the relic park which needs to be improved urgently and the attention heat of the dusk margin should be maintained.To sum up,the tourism development of Haihunhou relics is to display the cultural and historical value,build a new type of tourism,and promote regional economic and social development.The path is to build and develop a theme tourism park-“town of Han Dynasty style”.Through quantitative strategic planning matrix,this paper studies four strategy choices,including SO,ST,WO and WT.The strategy of SO the Han Dynasty town should be chosen in the construction of the ruins park,which is increasing investment,speeding up the construction,improving the tourism infrastructure including roads and service facilities around the relics,building high quality culture theme park “town of Han Dynasty style”,exhibiting unearthed cultural relics in the relics,keeping the heat,and then creating a world-class cultural tourism project.According to the analysis and calculation,development goals and scale have been put forward as: the scale of land use is 300 hectares,the investment is 8.43 billion yuan,the annual visitor volume is about 4 million people,the annual investment income is 800 million yuan,the rate of return is 10%.This article also makes a detailed elaboration on strategies of tourism marketing and promotion of Haihunhou relic park.Relic park can be divided into four areas: Haihunhou Cultural Relics Exhibition Area,Han Cultural Experience Area,Haihunhou Cultural Style Commercial District,Eco-health Hotel District.In terms of market promotion strategy,we can accumulate popularity through event marketing promotion,government public relations marketing,diversified price marketing,film and TV drama marketing,Internet + product marketing,etc.These will achieve twice the result with half the effort for project completion and operation.At present,Nanchang Haihunhou relics of Han Dynasty is still in the stage of archaeological excavation.And the Haihunhou relic park is still in the stage of scientific planning and preliminary construction.Trying to find a suitable tourism marketing strategy in advance will provide referential way to make a better Haihunhou relic park.