Research On The Marketing Strategy Of Mount Lu Scenic Spot In Jiangxi

With the global economy growing slowly,the tourism sector has become an engine of GDP growth.As the National 5A level scenic spot,Lushan is one of the top ten famous mountains in China,and is also the country's first shortlisted civilization Scenic area demonstration sites.These conditions are an important counterweight to the rapid economic growth of Jiangxi.How to accurately localize and market the destination brand of Lushan scenic spot,enhance the sales revenue and competitiveness of scenic spot,becomes an urgent problem to be solved.This paper analyzes the current situation of Lushan Scenic area marketing and the situation of Shangrao Scenic area,finds out the problems existing in Lushan Scenic area marketing,and uses STP strategy theory to accurately subdivide the market of lushan Scenic area.Based on the theory of 4P,this paper puts forward some suggestions and safeguard measures to optimize the marketing strategy of Lushan Scenic area.It is found that Lushan scenic spot has the characteristics of high visibility,beautiful scenery,deep culture and sacred site.The market position should be based on mass consumption,with medium and high-end consumption as the core market;leisure and recreation as the basic market,health convalescence and meeting activities as the main market for deepening the focus of tourism,but the opportunity market should adopt the tourism market for outdoor tourism.The main disadvantages of the marketing strategy are lack of reasonable market segmentation,high ticket price,insufficient advertising,serious homogenization,long off season,poor accommodation conditions,and so on.We will focus on expanding new space for tourism services,changing ideas,and improving the marketing effect of tourism publicity and marketing to enhance the competitiveness of Lushan scenic spots.