Research On Marketing Strategy Of J Company's Rural Tourism Products

In combination with the current social situation,this paper studies the increase of people's travel frequency,the accumulation of travel experience and the popularization of informatization,and various emerging rural leisure travel methods such as pasture,picking and folk customs emerge in an endless stream.As an important leisure way for residents,rural tourism has become the first choice for people to relax in the holiday.In recent years,with the rapid development of China's social economy and the acceleration of urbanization,rural tourism has become a key industry to promote the development of tourism economy due to the participation and constant experience of its consumers,as well as the price and value characteristics of services.The prosperity of rural tourism industry and its increasing demand for tourism will promote more and more leisure tourism products.The thesis has been investigated and researched,collected data,analyzed and sorted out,systematically studied and concluded.According to the research of enterprise marketing strategy,the general direction of the thesis is selected,which is mainly summarized and analyzed according to relevant domestic and foreign marketing literature.In view of the nature and content of this study,field survey,in-depth interview and literature research are mainly adopted to collect important data through research,point out the marketing status and existing problems of rural tourism products of J company,and finally put forward corresponding marketing development countermeasures.The thesis is divided into six parts: the first part is the literature review,pointing out the background and significance of the topic,the current research situation at home and abroad,research ideas and innovation points,etc.The second part is about the theoretical basis,defines the concept of tourism products and rural tourism products,and summarizes the theory of marketing and Porter's competition.The third section is the analysis of marketing strategy environment in J company,including the marketing environment of both outside and inside.The fourth period is about the problems in rural tourism.The fifth part is the counterpart solution of the problems that base on the production,prices,promotion and the way of how to promote it.The sixth part is the conclusion and expectation and the short side of the essay.Then there will be a discussion on how to move forward based on the research in order to break the old thought pattern on rural travelling and enlarge the rural travelling market and to promote the usage of suburb resource.By doing so,the development of rural travelling can be promoted.