Research On Marketing Strategy Of Qingdao SJ Sightseeing Farm

with the rapid development of national economy at present stage,the increase of people's living standard,more and more people like to travel,close to nature,purify the mind,enjoy the different living environment,experience the traditional rural life custom,appreciate the beauty of place.Based on this demand,the farm was born and developed rapidly.However,the development of only a small part of the tourism farm,which led to the development of the regional economy,the majority of the farms remained unknown,developed slowly,the lack of return customers,and the lack of recognition,which was mainly due to the problems of the marketing strategies of the tourism farm.At the beginning of the establishment of the tourism farm,it neglected the publicity of the brand,the clear positioning of the market,and ignored the demands of consumers,which led to more problems in the follow-up of the sightseeing farms,which affected the overall good development of the tourism farm.In view of this,this paper takes Qingdao SJ sightseeing farm as the research object,deeply analyzes the development situation of the tourism farm,draws on the successful experience of the development of foreign tourism farm,and combines the development status of Qingdao SI tourism farm,conducts a systematic analysis of Qingdao SJ sightseeing farm,realizes its own advantages and disadvantages,finds out the opportunities and threats in its development,and makes a marketing strategy suitable for Qingdao SJ sightseeing farm.Meanwhile,it also provides useful reference for the development of sightseeing farms in other regions of China.This paper firstly introduces the current development status of SJ tourism farm in Qingdao,and then carries on the external environment analysis,competitive analysis and the marketing environment analysis by using SWOT.According to the result of environmental analysis combined with the actual condition of Qingdao SJ tourist farms,the author use STP theory to do the market localization analysis,taking the primary and secondary schools of the province market,colleges and universities of the province,the elderly market,enterprises and institutions and working white-collar market as its target market,suggesting that the focus on shape cultural experience,agricultural science and technology exhibition,agriculture sightseeing,picking shopping,parent-child activities,popular science education,health keeping in good health and leisure vacation as seven core values.Then the author based on the 4 p theory,from price,product,channel and promotion four aspects for Qingdao SJ tourist farms designing the marketing strategy,finally from multiple perspectives to put forward the marketing strategy on safeguard measures in many aspects.