Research Of Public Marketing Strategy Of Yiwu Holistic Tourism

In the current development of tourism,the concept of holistic tourism has been deeply rooted in the hearts of the people,and has become a new mode,new strategy and new concept of development.It is an important change in the new era of tourism of China.In the background of holistic tourism,tourist destination is no longer only the scenic spot,and the concept has been enlarged,it is an open and comprehensive tourist destination which has well appointed with "tasting,residing,travelling,purchasing and entertainment ” to satisfy the travelers' need,it can be a city,or even a country.To establish a tourism destination brand,or making this area a tourist destination,is not enough to rely solely on a single enterprise.It needs to rely on local governments to organize and implement a good scientific,systematic and effective government public marketing strategy.Based on the related documents,this paper aims to clarify the difference of public marketing and business marketing by straightening out the concept,background and characteristics of global tourism,and clarifying the importance of public marketing.The problem oriented ideas,this paper put forward practical and effective countermeasures for research purposes,according to the STP theory,namely,market segmentation,target market selection(Segmentation)(Targeting)and market orientation(Positioning),taking Yiwu tourism as a sample,analyze the actual situation of tourism development in Yiwu,especially the Yiwu public tourism marketing,and dissect Yiwu tourism market,put forward the problems of Yiwu government's tourism marketing,and find out the reason.Taking Malaysia and Hongkong which are similar to Yiwu as a case,analyze the success of tourism marketing and summarize several modes of government tourism public marketing.Then in the "4P" s "framework,absorbing the relevant experience of these holistic tourism public marketing,identifying the tourist origins and needs of Yiwu,reposition Yiwu tourism market,and mining the potential.In that,this paper analyzed Yiwu tourism public marketing strategy,and try to improve Yiwu public tourism marketing and put forward a set of public tourism marketing strategy for Yiwu government.The conclusion and innovation of this paper are as follows:First,promote the precision marketing,dissect Yiwu tourism market with the STP theory,according to the characteristics of Yiwu city "the world commodity city",Yiwu tourism market can be segmented into local and resident businessman leisure market,purchasing agent market,merchants around the city and the Yangtze River Delta Tourism market.Second,analysis found that many tourist destinations including Yiwu,the tourism industry overall upgraded,tourism brand has set up,but there is still a problem,the lack of public marketing strategic system,brand,personality,core attraction and characteristics of tourism products,which has become a bottleneck for the development of tourism destination.Third,the analysis found that the main reason for the bottleneck of tourism development is that the government's attention to tourism is not enough,the concept of holistic tourism has not been established,the support of tourism marketing policy is not enough,and the strength of tourism enterprises is weak.Fourth,introduce the "4P s" framework,and put forward five major public marketing strategies: brand marketing strategy,product marketing strategy,marketing channel strategy,promotion mix strategy and destination marketing strategy.