Marketing Strategy Study On Coastal Integrated Holiday Project

Along with the rapid development of China's urbanization,people's pace of life is growing faster with increasing working pressures,the traditional tourism has been gradually unable to meet people's needs for leisure tourism.China has entered into a stage of transition from sightseeing tourism to leisure and entertainment as an integration.As an emerging form of tourism,coastal tourism has become the most popular choices of travel in recent years.Double Happiness Island(Short as DHI)is the first commercial artificial sea project in China.It is invested by one of the subsidiaries of China Merchants Group,China Merchants Zhangzhou.DHI is still under construction and the whole project is expected to be completed in the year of 2024.This paper used model analysis,case analysis method,questionnaire analysis method to DHI marketing strategy,firstly used case analysis method,take Sentaosa and Ocean Flower Island as examples,analyze its marketing strategy,then following by PESTG model,to analyze the macro marketing environment of DHI from five aspects:politics,economy,society,technology and geography,found DHI has a relatively good macro marketing environment.Then,the paper analyze the questionnaires that took from Xiamen tourists and study their behaviors.Based on above method,the paper used the STP strategy to analyze DHI target market.In the end,the paper design a five year marketing plan,divided into four phases for DHI project,hoping to provide references for the future DHI marketing strategy.