Research On The Marketing Strategies Of Qiong Kiln Site Park

With rapid development of the economy,many historical sites parks are applying marketing theories into daily management even though they are non-profit organizations.Facing fierce competition in the market,Qiong Kiln Site Park has found that old marketing approach can't meet needs of current market development anymore.The unclear of market position and outmoded marketing strategy has stunted the sustainable development of the Park to a certain extent.Taking Qiong Kiln Site Park as the research object,this paper analyzes the external and internal environment during its development in the market based on marketing theories.By carrying out questionnaire surveys,interviews and other methods,it explains the current marketing situation and existing problems of the Park.Furthermore,it lays out a marketing strategy designed for Qiong Kiln Site Park.The paper is divided into three main parts:The first part includes introductions and research reviews,which introduces the background,significance,methods,thoughts,content and related theories of the research,aiming to establish a thorough view on the following chapters.The second part is an analysis on current situation of Qiong Kiln Site Park.First of all,This part discusses the current marketing situation and analyzes its existing problems.Then,the author analyzes the macro environment including politics,economy,social and technological by PEST analysis method,and analyzes the competition environment by Michael Porter's Five Forces Model.Secondly,the internal environment is analyzed from the aspects of its resources and capabilities.Finally,based on the SWOT analysis,it spreads the advantages and disadvantages,as well as the opportunities and challenges.The third part is the core content of this paper.By conducting questionnaires and interviews,it gives a deep understanding of the current situation of the Park and listing out existing problems;it also offers in-depth analysis of market segmentation,targeting choice,market positioning and marketing strategy;Then through the rich products,adjust prices,widen marketing channels,hold promotional activities,such as the way to market promotion.By transforming marketing ideas and building up a competent marketing team,the Park can win over more policy support and improve its marketing strategy.This paper aims to establish a complete marketing framework system through combination of PEST analysis,SWOT analysis and Michael Porter's Five Forces Model.Starting from the target market segmentation,clear market positioning,Through changing the marketing strategy of Qiong Kiln Site Park,we can take effective measures to meet the needs of market development.