Study On Tourism Marketing Strategy Of Shuixiang Ancient Town In Transition Period

Zhouzhuang,as the representative of the ancient towns in the south of the Yangtze River,tourism is its important pillar industry.However,at present,the tourism industry in Zhouzhuang Shuixiang ancient town has a single mode,outdated marketing concepts,lack of talent resources,and its development is in a bottleneck.Compared with Wuzhen,Zhouzhuang has gradually fallen behind in terms of tourist reception,comprehensive income and product competitiveness.Under the background of our country's economic and social transition period,how to seize the opportunity for the government to vigorously develo prural tourism,recreational tourism,and all-for-one tourism.realize the dislocation development with the surrounding water towns,strengthen the commercial and cultural elements of Zhouzhuang water towns' tourism,accelerate the transformation and upgrading of Zhouzhuang tourism industry,and change its tourism marketing concept is particularly crucial.Firstly,through the diagnosis of the present situation of tourism marketing in Zhouzhuang Ancient Town,combined with the current market survey data of tourists,and using qualitative and quantitative analysis,this paper points out the necessity and research direction of introducing marketing strategy into Zhouzhuang tourism.Secondly,based on the elaboration of basic marketing theory and related tourism marketing concepts,it puts forward the choice and orientation of tourists' target market in its scenic spot.Finally,the concept model of "6Ps" tourism marketing is summarized.Finally,the concept model of "6Ps" marketing is adopted to systematically analyze the tourism products,product prices,marketing channels,tourism promotion,personnel training and service process of Zhouzhuang Shuixiang ancient town,aiming at solving the outstanding problems existing in its scenic area operation,continuously expanding market reception capacity and comprehensive profitability.Now it restructures the competitiveness of tourism market and the target positioning strategy of tourism marketing for sustainable development.Zhouzhuang should use the new channel of information dissemination to realize the differentiated marketing service of subdividing tourism target market and bring new marketing ideas,strategies and achievements of tourism with commercial and cultural characteristics.Through the deep integration and development of the whole industry and the whole people's panorama,we should cultivate a new form of Holistic Tourism with community participation and co-construction and sharing.