Research On Marketing Strategy Of Characteristic Towns In Henan Province

The marketing of Hanguguan moral town-the characteristic towns in Henan Province should solve the current shortcomings,and fully grasp the current internal and external environment of politics,economy,society and technology,and then optimize the decision-making plan.The decision-making plan is mainly to consolidate and develop the superior resources,to strengthen the government-led,market-oriented institutional mechanism,to implement the overall deployment of strengthening the connotation cultivation for characteristic towns,and to reinforce the top-level planning.Also,capturing its characteristics,the decision-making plan should improve the cultural tourism brand and the construction of marketing information dissemination channels to enrich the product system based on the industry.Macro research and specialized research should be integrated as one do the marketing research of characteristic towns in Henan Province.It is necessary to combine the state-driven and socially-focused macro-situation to promote the cultivation of characteristic towns in Henan Province and to launch the top-level position of marketing of characteristic towns.The internal and external environment of the marketing of characteristic towns in Henan Province is analyzed in detail,and the target market and marketing mix strategy are studied in the typical town,so as to complete the marketing strategy research.Since the construction of characteristic towns has been promoted comprehensively in the whole country,the large-scale cultivation of characteristic towns in Henan Province has begun.At present,there are 18 national-level characteristic towns in Henan Province,which are the main scope of this paper.Among them,the marketing research of Hanguguan Moral Town is of typical significance,for which can provide important reference for the practice of characteristic towns within the province.It is the focus of this paper.Through the analysis of the target market,the marketing of Hanguguan moral town based on the local “celebrity name”,should make good use of the foundation of industrial development.Focusing on the characteristic cultural tourism,taking the Tao culture as its core,and using the ancient military culture and clean government culture as the two wings,the marketing of Hanguguan moral town should do a good job in basic capacity building,and focus on the development of study travel,educational training,and other advantages that have good income guarantees and have a concentrated and driving effect on local industries.To increase the viscosity of consumption and complete the education-oriented cultural tourism products mainly,so as to create the characteristics of Hanguguan moral town,both the development of general leisure sightseeing and fitness regimen,and the development of agricultural pastoral products and various creative cultural products should be given considerationIn the marketing mix strategy of the Hanguguan moral town,the product strategy is to meet the multi-level and all-round needs of consumers,and to improve the existing cultural and travel products,and to develop new products with cultural and educational functions as the core,combining the industrial characteristics of the town.The price strategy is to implement discrimination pricing,bundle pricing and demand price related strategies according to consumer demand and product characteristics.The focus of channel strategy is to develop network marketing,including updating network marketing concepts,improving network marketing channel construction,and optimizing network marketing ranking and referrals.The promotion strategy emphasizes promoting the audio-visual resources of the featured towns,doing well in event marketing,and perfecting the public relations of the characteristic towns.