Research On Marketing Strategy Of The Ancient City Of Taierzhuang

Taierzhuang is located in Zaozhuang of Shandong province,in April 2008,the government formally announced the launch of Zaozhuang city scenic area reconstruction,after recovery of the ruins of the ancient city of construction and the marketization operation in recent years,the ancient city of the scenic area will be the Taierzhuang once prosperous scene again.Ancient city scenic area comprehensive number of tourists and tourism revenue growth,breakthrough type 2016 ancient city scenic area reached 5.03 million,the number of tourists at home and abroad to receive a comprehensive tourism income of 252 million yuan,increased by 20.2% and 39.3% respectively than in 2015.The scenic area of Taierzhuang has become one of the most promising scenic spots in China's tourism economy.Paper by using the marketing theory,combining the reality of the ancient city of scenic spot,using literature research,investigation,study and the methods of quantitative analysis and qualitative analysis,system,in-depth study of the Taierzhuang city scenic area marketing strategy.Paper hope that through research,made the ancient city of scenic spots to be able to utilize the scientific marketing theory as the guide,found the shortage of their own to optimize its marketing strategy,to adapt to competition in the tourism scenic spot environment,promote the further development of the ancient city of scenic spots.Paper using SWOT analysis method,to analyze the ancient city of the strengths,weaknesses,opportunities and threats factors,adopts the positive strategy,through the use of the geographical position is superior,beautiful scenery,the site of many advantages,such as with the tourism development opportunities and opportunities in the aspects of cross-strait cultural exchanges between the base platform and local policy,effectively cope with industry,regional tourists scramble,reasonable planning and scientific management,improve the level of the scenic area development,and the scenic area development to a new height.Thesis on the basis of the theory of niche,subdividing the ancient city of the scenic area marketing,according to the market segmentation and the reality of the scenic spot of the ancient city,main target market,determine the city scenic area and the market positioning of the Taierzhuang city scenic area "city,old city canal,the Chinese city of world war ii,the international slow city" are studied.Through systematic analysis of the ancient city 7P theory scenic spot current product,price,channel,promotion,personnel,tangible demonstration,and process managementstrategies,discovered the ancient city of the scenic area the effective use of marketing strategy,also found a lot of deficiencies.Through research and analysis,it is found that the problem of the ancient city scenic spot is: the location is not scientific enough,the overall marketing concept is insufficient;The marketing management and service level are low,and shopping,play,food and other projects need to be further improved,and the related products are not developed enough.The price is too high,which is not conducive to the development of the market and the increase of sales.Marketing channels,especially travel agency marketing,are not enough;Insufficient promotion means;Staff management includes the lack of attention to customers,employees,etc.Based on this,Suggestions for optimization of marketing strategy of ancient city scenic spots are proposed.Optimization of positioning strategy,with "jiangbei water township,canal ancient city" as the location of the ancient city scenic spot,highlighting the value characteristics;Product strategy optimization to build a dragon service system to eat,live,travel,travel,entertainment and purchase,improve product quality and service level;The pricing strategy is optimized and the pricing strategy is adopted to effectively manage the price of the scenic spot.Channel strategy optimization,adopt multi-channel marketing strategy,handle the relationship with travel agencies,alliance scenic spots,tourism network,tourists,etc.Promotion strategy optimization,use advertising marketing,sales promotion,event marketing,network promotion various promotion strategies,win more tourists market;Personnel management strategy is optimized to exert influence and effective management on tourists,employees and scenic spots.Above through the integrated use of marketing strategy to win the market,effectively promoted the ancient city of visibility and the purpose of the comprehensive competitiveness of scenic spots,eventually make the Taierzhuang city scenic spot of domestic and international famous tourist destination.