The Marketing Strategy Study Of Tian Yi Hot Spring Resort

With the rapid development of economy and continuous improvement of people's living standard,leisure tour has become one part of people's lives and partly replaces the traditional sightseeing tour and free tour.Hot spring tour is one of them,whose function will gradually be changed from traditional medical rehabilitation into nursing of body and mind,cultivating morality,entertainment and fitness.It is one kind of new tourism products which satisfy the modern people under high pressure who are seeking to high spiritual lives.Therefore,the hot spring resort tour has become popular in these days.However,there are many problems during the operation due to the rapid development and characteristics of the hot spring tour,especially in marketing,such as homogeneity phenomenon,single customer source and marketing channel,indecisive pricing strategy and the lack of hot spring cultural construction.Therefore,in the increasingly competitive market,how to promote hot spring resort products in the market is the main problem in tourism companies.Under this background,this paper introduces the domestic and foreign academic literature and theories related to the hot spring tour,combining theoretical analysis,case study and benchmarking to research "Liancheng Tian Yi hot spring resort"project(hereinafter referred to as the "Tian Yi Hot Spring")based on the theories of 7P strategy of marketing mix.After deeply analyzing the current situation,marketing problems and causes,this thesis develops a suitable marketing strategy for Tian Yi Hot Spring,including product,price,place,promotion,people,physical evidence and process,to improve marketing and comprehensive competitiveness,so as to increase the customer satisfaction and loyalty to achieve a sustainable profitability and long-term development of the project.Meanwhile,I hope the marketing strategy can give a reference to other companies to improve the hot spring tour industry level.