Research On The Marketing Strategy Of Jiabang Terraced Farming And Cultural Tourism In Congjiang County, Guizhou Province

With the development of the economy,the world has ushered in the “tourism era”.As a branch of rural tourism,farming tourism has been recognized and welcomed by more and more consumers in recent years.Jiabang Terrace of Congjiang county are one of the representatives of Chinese farming culture.Previously,due to limited transportation,communication and other issues,until recently,with media reports and online communication,the list of terraced fields was known to the world.Therefore,according to the characteristics of the farmland culture from Jiabang County,the farming culture is the core,and the effective marketing of the farmland culture tourism in Jiabang County will be provided.On the one hand,it will provide guidance for the marketing of the farmland culture tourism in the county.It can also provide reference for the farming and cultural tourism resources with similarities in other regions of Guizhou.The marketing strategy of farming and cultural tourism needs to be based on the current resource status and market status.This paper uses literature research method,field investigation method and questionnaire survey method to analyze the external environment of the farmland cultural tourism in the county from the economic,political and legal,social environment and technical factors.The geographical location,natural environment,climatic resources,mountain resources,agricultural resources,ethnic resources,brand propaganda,etc.of the county-level terraced farming and cultural tourism,the internal analysis of the farmland culture tourism in Jiabang County,and its natural resources are abundant.The humanities and history are strong,but currently there are problems such as less product development,no brand,less channels,no promotion,etc.Through SWOT analysis,analyze and understand the advantages,disadvantages,opportunities and challenges of the farmland culture tourism in the county.This paper believes that the above-mentioned points should be taken as the focus from the farmland cultural tourism in Jiabang County.Through the target market segmentation and target market positioning analysis,the target market is selected according to the characteristics of the farmland culture tourism in the county.Strategy,price strategy,sales channel strategy,promotion strategy planning of four aspects of marketing strategy,develop a complete and feasible marketing strategy objectives.In the development strategy,this paper mainly proposes three aspects: tourism product development,special catering development,and enrichment of tourism products to promote the brand communication of scenic spots;in the price strategy,it is recommended to adopt four types: stimulus pricing,differentiated pricing,promotional pricing and unified pricing.Pricing method;in the sales channel,it is recommended to cooperate with travel agencies,cooperate with online travel platform,establish scenic PC and mobile terminal official website;in the promotion,it is recommended to use brand building,advertising promotion and event marketing to promote the promotion.activity.Through the refinement of marketing objectives,the establishment of a sound tourism management mechanism,the establishment of an efficient and reasonable operating model,and the strengthening of management and training of employees in the tourist area,the development of marketing for the farmland culture tourism in the county Executable planning plan.